12 May HOW EFFECTIVE DO YOU THINK PEPSICO HAS BEEN IN RESPONDING TO STAKEHOLDER CONCERNS ABOUT NUTRITION AND SUSTAINABILITY?
PepsiCo is the classic business success story, starting with one man’s invention and becoming a multimillion dollar enterprise with operations all across the globe. Yet the company could not avoid becoming involved in major controversies. PepsiCo is moving toward a more balanced stakeholder orientation by identifying those stakeholders that are relevant to the firm and trying to understand and respond to their concerns and needs. The current leadership at PepsiCo understands the importance of stakeholders and the need to develop effective dialogues and other communication to help PepsiCo resolve conflicts. Some issues such as the nutritional concerns over soft drinks and snack foods create a serious dilemma in balancing the concerns of special-interest groups and the desires of consumers for good tasting food.
While some of the company’s past challenges were likely inevitable, some were caused by not understanding stakeholder needs or by ethical lapses on the part of the company. From a lack of cultural sensitivity to health concerns to environmental degradation, PepsiCo has faced its share of ethical dilemmas. However, it has also become a major leader in the sustainability and social responsibility movement. Although it has a long way to go before its snacks can be considered healthy or its manufacturing processes truly sustainable, PepsiCo has demonstrated a willingness to invest in innovative solutions for these problems. If PepsiCo can continue to learn from its mistakes, it can make progress in solidifying a reputation as a socially responsible company. The future of PepsiCo depends upon continuing to develop an ethical corporate culture built on values that help employees relate to the needs and desires of all stakeholders.
QUESTIONS
15
1. How does PepsiCo balance those stakeholders such as consumers and shareholders that are interested in good tasting products and financial performance with special-interest groups and regulators that are more concerned about nutrition?
2. How effective do you think PepsiCo has been in responding to stakeholder concerns about nutrition and sustainability?
3. While PepsiCo was trying to become a responsible and ethical company, how did the AMP Up Before You Score mobile app get distributed without proper oversight from those who are concerned about appropriate conduct and the reputation of the company?
Sources:
2009 Annual Report. PepsiCo. http://www.pepsico.com/annual09/talent_sustainability.html, accessed June 9, 2010.
Bauerlein, Valerie. “Gatorade, Before and After.” Wall Street Journal. April 23, 2010. B8.
Bauerlein, Valerie. “PepsiCo in Recycling Push.” Wall Street Journal. April 22, 2010. B5.
Bhan, Manjyot. “Environmental Management of Multinational Corporations in India: The Case of PepsiCo.” The Sustainability Review. March 7, 2010. http://www.thesustainabilityreview.org/2010/03/environmental-management-of-multinational-corporations-in-india-the-case-of-pepsico, accessed June 2, 2010.
Byrnes, Nanette. “Pepsi Brings In the Health Police.” Bloomberg BusinessWeek. January 14, 2010. http://www.businessweek.com/magazine/content/10_04/b4164050511214.htm, accessed June 8, 2010.
“Coca Cola and Pepsi Face Criticism in India.” Datamonitor. July 4, 2006. http://www.redorbit.com/news/science/558924/cocacola_and_pepsi_face_criticism_in_india/index.html, accessed August 10, 2010.
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