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'Alisha in Obesity-land': Is Food Marketing the Mad Hatter?
Cas 9 10 2011 002
Cas publié dans la Revue internationale de cas en gestion, vol. 9, no 4
Langues : 
  • Anglais
Mots clés: 
  • Food and beverage marketing,
  • Targeted marketing,
  • Childhood obesity,
  • Ethnic minorities,
  • Corporate social responsibility
Année de production : 
2010
Date de publication : 
2011-11-15
Notes pédagogiques incluses : 
Oui
Résumé

This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a significant yet overlooked dimension - targeted marketing to ethnic minority children. Although U.S. government reports clearly cite the disproportionate rates of obesity among ethnic minority youth, limited attention is paid to understanding whether the factors that contribute to obesity among children in general may have an excessive impact on ethnic minority youth.

Discipline principal : 
Marketing
Discipline secondaire : 
Non disponible
Secteurs d'activité : 
  • Autre
Provenance : 
Ailleurs
Type : 
Cas traditionnel 
Type de données pour la production du cas : 
Non défini
Lieu de l'événement : 
United States
Année de début de l'événement : 
Non disponible
Année de fin de l'événement : 
Non disponible
Taille de l'entreprise : 
N/A
Objectifs pédagogiques

This case aims to:

  1. highlight tensions between individual company actions and aggregate market impact;
  2. explore the relationship between industries’ marketing practices and product-related effects (i.e., externalities) on specific consumer segments other than those typically examined;
  3. highlight the role of individual and contextual factors on the impact of basic business practices on consumer segments;
  4. highlight how high-risk groups may (or may not) be prioritized in the process of seeking solutions to critical issues at the interface of business and society;
  5. demonstrate that CSR can be thought of at an aggregate level, rather than just in terms of individual company actions, and to consider the social responsibilities of industries;
  6. discuss the complexity inherent in assessing the value of CSR programs and their impact on specific consumer segments.