Going Bananas for Change: An Industry Ripe for Corporate Social Responsibility

by: Maria-Alejandra Gonzalez-Perez, Cristina Robledo-Ardila

Publication Date: October 16, 2014
Length: 16 pages
Product ID#: 1-429-402

Core Disciplines: Base of the Pyramid, Ethics, International Business, Social Impact, Strategy & Management, Sustainability

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Teaching Note

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Going Bananas for Change features Banacolombia, a banana producer in Colombia that has faced an industry rampant with downward pricing pressure and poor working conditions. To overcome the race to the bottom, Banacolombia must develop a strategy that addresses downward pricing and maintains the ethical standards its founder built the company around. Students are challenged to consider the sustainability of Banacolombia’s socially responsible operations against its challenge to keep banana prices competitive.

Teaching Objectives

After reading and discussing the material, students should:

  • Analyze the ethical dilemma arising from the need to manage a profitable company versus the desirability of promoting socially responsible initiatives
  • Illustrate the key concepts relating to CSR
  • Recognize the key characteristics of the global banana industry
  • Identify the key actors and actions involved in the implementation of socially responsible initiatives in the banana industry