Essays on Dairy Farmers Response Strategy Case Study

Download full paperFile format: .doc, available for editing

The paper "Dairy Farmers’ Response Strategy" is a perfect example of a business case study.   Today more than any other time, corporations have more stakeholder interests to take care of. The process must start by identifying the interests of these parties through wider dialogue. The rationale is that stakeholders usually do not have a shared set of demands from organizations hence their interests must be handled differently. In this case, for example, the permeate debate affects the various stakeholders differently. The farmers are the suppliers of milk and their interest would involve a system that assures them of the market for their products.

Permeate free milk would be a welcome move for them since the milk companies would have to buy more from them, The shareholders of the companies would have a different view since the value for their income would reduce with the extra acquisition of milk. The consumer groups would be interested in the health and quality standards of the products after the new system of processing has been adopted. A wider dialogue enables the parties concerned to harmonize differences such that in the final end the decision taken satisfies all the parties concerned. Dairy farmers took to the media to promote the importance of the strategy to avail permeate free milk to the market.

The limitation of their public relations initiatives can, however, be traced to targeting only the consumers leaving the other stakeholder groups partially covered. This approach can be best to explain the initial resistance that the company experienced in the process of the shift. There was also an application of two way asymmetric public relations by the industry players to try and present a different view.

In this regard, they called sought formal persuasion as the way to go. The aim is to change the perception and the image of the company and the product in the short run. The system was intended to ensure that the stocks that were on the shelves could sell at least at the same rate as previously. Two way asymmetric entails acceptance of feedback from the public. It seeks to know the position of various parties regarding the situation of the organization in a certain matter of concern.

The campaign was applied by the organization to try and reduce the precaution that had been surpassed among consumers over permeate free milk. What apparently was discovered is that consumers were generally not aware of what permeate was and that milk processing companies added it to the processed milk. The campaigns targeted at explaining that permeate was actually a by-product of milk processing and its inclusion or exclusion only varies the nutrient concentration within a unit volume of milk. Two-way symmetric public relations are based on mutual of the two parties.

It involves building a consensus by way of giving and take. The process involves each party to make compromises to its list of demands. However, the nature of the stakeholders in the industry could not allow for consensus building. In this regard, the one-way persuasion technique was sought with the aim of diverting the consumer’ s perception of permeate as a milk additive and the safety of permeate free milk.

References

Argandona, A. & Hoivik, H.W. (2009). Corporate Social Responsibility: One size does not fit

all. Collecting evidence from Europe. Journal of Business Ethics, 89(3), 221-234.

Argandona, A. (1998). The stakeholder theory and the common good. Journal of Business ethics,

17, 1093-1102.

Broom, G. M. (2009). Cut lip & Center’s effective public relations (10th ed.). Upper Saddle

River, N.J.: Prentice Hall.

Carrol, A.B. (1979). A three-dimensional conceptual model of corporate performance. Academy

of Management Review,4 497-505.

Dahlsrud, A. (2008). How corporate social responsibility is defined; An analysis of 37 definition.

Corporate Social Responsibility and Environmental management, 15. 1-4.

Devinney,T.M. (2009). Is the socially responsible corporation a myth? The good, the bad, and

the ugly of corporate social responsibility. Academy of Management Perspectives, 23, 44-56.

Eshleman, A. (2004). Moral responsibility, in Zatal, E.N. (ed.), Stanford encyclopedia of

Philosophy, Retrieved on September 19 from: www.plato.stanford.edu/entries/moral-responsibility.

Grunig, J.E. (2000). Two-Way Symmetrical Public Relations: Past, Present, Future, in The

Handbook of Public Relations, ed. Robert L. Heath Thousand Oaks, CA: Sage.

Jonas, H. (1984). The Imperative of Responsibility: In search of Ethics for the Technological

Age. Chicago, IL: University of Chicago Press.

Larissa A. G., James E. G. & David M. D. (2000). Excellence in Public Relations and Effective

Organizations: A Study of Communication Management in Three Countries Mahwah, NJ: Erlbaum.

Mackey, J. (2005). Rethinking the Social Responsibility of Business. Whole Foods.

Maggie M. K. (2004). Integrating Responsibility Communications at Merck. Strategic

Communication Management , 8.

McLeod, J.M. & S.H. Chaffee (1973). Interpersonal approaches to communication research.

American Behavioral Scientist 16(4)469-499.

Michael D. M. & Timothy R. L. (1996). “Persuasion,” in An Integrated Approach to

Communication Theory and Research, ed. Michael B. Salwen and Don W. Stacks, Mahwah, NJ: Erlbaum.

Vogel, D.J. (2005). The Market for Virtue: The Potential and Limits of Corporate Social

Responsibility. Washington DC., Brookings Institution press.

Scanlon, T.M. (1998). What We Owe to Each Other. Cambridge, MA, Harvard University press.

Scott M. C., Allen H. C. & Glen M. B. (2000). Effective Public Relations. Upper Saddle River,

NJ: Prentice-Hall.

White, J. & D.M. Dozier (1992). “Public relations and management decision making,” in Grunig,

J.E. (ed.), Excellence in Public Relations and Communications Management. Hillsdale, NJ: L. Erlbaum and Associates.

Download full paperFile format: .doc, available for editing
Contact Us