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Case Study

Marine Stewardship Council (A): Is a joint venture possible between "suits and sandals"

By Ulrich Steger and George Rädler

13 pages

February 2000

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Reference: IMD-2-0080

This case deals with the depletion of fish stocks in the late 1990s. Unilever, one of the biggest fish producers in the world, had a strong interest in finding a solution for this dilemma. Unilever decided to found the Marine Stewardship Council (MSC). This council is run as a joint venture with the World Wildlife Fund for Nature (WWF).

The case gives a detailed background of both Unilever and the WWF in order to understand their intentions. It then describes the process of setting up the MSC and deals with the issues of stakeholder management. Interestingly, other environmental groups heavily criticized the WWF for joining forces with Unilever.

Learning Objective

Students will understand the different agendas of both players and how to overcome the intricacies.

Keywords

Stakeholder Management, Cooperation, Conflict Management, Fishery, Corporate Sustainability Management

Settings

World/global
1997

Type

Field Research

Available Languages

English

Related material

Teaching note, Video

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This case study is part of a series

The Marine Stewardship Council (A): Is a joint venture possible between "suits and sandals"
The Marine Stewardship Council (B): Departing in unchartered waters
Transforming the global fishing industry: The marine Stewardship Council at full sail?

2001 EFMD AWARD WINNER (Social & Environmental Responsibility)

This case study is part of a series

The Marine Stewardship Council (A): Is a joint venture possible between "suits and sandals"
The Marine Stewardship Council (B): Departing in unchartered waters
Transforming the global fishing industry: The marine Stewardship Council at full sail?

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