-CHIQUITA'S GLOBAL TURNAROUND - Case Study Example

The present case scenario is about Chiquita Brand International Inc. which is a multinational corporation that deals with the production, distribution and marketing of bananas and other fresh products. It discusses how the implementation of corporate social reasonability enhanced the overall performance of the company. Previously, Chiquita was considered an insensitive company, which was experiencing below than average profits, lack of innovation and a de-motivated labor force. Chiquita’s brand name was further tarnished due to the scandalous violation of numerous human, environmental and political rights.

After experiencing huge losses through socially irresponsible practices and unfavorable tariffs, the company re-evaluated itself and decided to incorporate its corporate governance and corporate social responsibility initiatives globally. Chiquita further recognized the significance of being socially responsible as a means of gaining competitive edge in the market along with its pricing strategy. Therefore, it took on the Better Banana Project which allowed it to be environmentally responsible.

In regards to labor practices, Chiquita accepting the importance of the support of its employees and its impact on the company’s image adopted the SA8000, the widely accepted international labor rights standards, in its code of conduct. The company also ensured the health and safety of workers by promising to fulfill the ILO conventions. Even though, Chiquita could have advertised its attempts at being socially responsible, it employed long-term marketing strategies such as viral marketing and third party testimonials to promote its products and efforts.

Thus, all the above-mentioned efforts along with cutting costs and streamlining the local and worldwide operations have facilitated Chiquita in improving not only its financial performance, but its efficiency and the corporate image as well. Even though, the company has improved dramatically over the years, it still has to go a long way to accomplish a healthy and socially responsible corporate future.