﻿﻿﻿﻿﻿﻿﻿This case study explores the food poisoning crisis at Snow Brand Milk, one of Japan\u27s largest dairy companies. It examines in particular how the firm successfully revitalized itself and saved the brand

Koehn, Daryl

Meade, J.

Wolfe, R. W.

English

This three-case series, set in Japan, explores corporate responsibility and brand rebuilding in the face of a serious crisis. Suitable for MBA, executive education, and undergraduate students, it depicts a consumer advocate\u27s decision-making process as she considers whether to help a company restore its badly tarnished reputation. In spring 2002, leading consumer activist Nobuko Hiwasa was invited to join the Japanese company Snow Brand Milk Products\u27 board of directors. The CEO wanted her to assist in SBM\u27s revitalization efforts, which were being implemented in the wake of two recent scandals—contaminated milk and beef mislabeling—that had almost brought down the venerable company. Hiwasa had to decide whether to take on this Herculean task. Was the company sincere in wanting to reform and revitalize? Would she be accepted as an equal among the board members, and would her views and suggestions be given serious consideration? Was the request publicity-driven? How would fellow consumer advocates view her if she accepted the position? This case details the history of Snow Brand Milk Products and the missteps and scandals that plagued it in the 1990s and the early part of the decade that followed

University of St. Thomas, Minnesota

University of St. Thomas, MinnesotaUST Research OnlineEthics and Business Law Faculty Publications Ethics and Business Law2010Revitalizing Snow Brand MilkDaryl KoehnUniversity of St. Thomas, Minnesota, koehnd@stthomas.eduR. W. WolfeDePaul UniversityJ. MeadeDarden Graduate School of Business AdministrationFollow this and additional works at: http://ir.stthomas.edu/ocbeblpubPart of the Business Law, Public Responsibility, and Ethics CommonsThis Article is brought to you for free and open access by the Ethics and Business Law at UST Research Online. It has been accepted for inclusion inEthics and Business Law Faculty Publications by an authorized administrator of UST Research Online. For more information, please contactlibroadmin@stthomas.edu.Recommended CitationKoehn, Daryl; Wolfe, R. W.; and Meade, J., "Revitalizing Snow Brand Milk" (2010). Ethics and Business Law Faculty Publications. 22.http://ir.stthomas.edu/ocbeblpub/22

Snow Brand Milk Products (A): Assessing the Possibility for Revitalization

https://ir.stthomas.edu/cgi/viewcontent.cgi?article=1013&amp;context=ocbeblpub

Revitalizing Snow Brand Milk

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University of St. Thomas, Minnesota