Case
Teaching Notes
Supplementary Resources
Abstract
Campbell’s Soup Company released a statement on January 7, 2016 announcing its support of mandatory national labeling of products that may contain genetically modified organisms (GMOs), and became the first major food company to begin disclosing GMO ingredients in its products. How will this affect sales, and what strategies should the company use in future to communicate its position in the GMO debate?
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2023 Sage Publications, Inc. All Rights Reserved
Resources
Exhibit 1: January 7, 2016 Press Release
Source: Campbell Soup Company. (2016, January 7). Campbell Announces Support for Mandatory GMO Labeling [Press release]. Retrieved February 26, 2016, from http://investor.campbellsoupcompany.com/phoenix.zhtml?c=88650&p=irol-newsArticle&ID=2127542
Exhibit 2: Vermont Label
Source: Business Wire.
Exhibit 3: Campbell Stock Performance Post, January 7, 2016 Announcement
Source: Campbell Soup Company (CPB). (2016, February 25). Retrieved February 25, 2016, from http://finance.yahoo.com/echarts?s=CPB+Interactive#{“range”:”ytd”,”allowChartStacking”:true}
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2023 Sage Publications, Inc. All Rights Reserved
