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Essay / Research Paper Abstract
This 3-page paper examines Mengniu Dairy Group's approach to the presence of melamine in its powdered milk samples, and whether the company made the right moves in terms of corporate social responsibility. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: AS43_MTmengdair.rtf
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Unformatted sample text from the term paper:
environmental measurements with the usual measures of legal obligation, revenue and profit (Definition for: Corporate Social Responsibility, 2009). Many companies these days have jumped on the CSR bandwagon, not necessarily
for any altruistic reason, but rather, because it leads to good publicity. Not incorporating some type of CSR, on the other hand, can lead to negative publicity, which is the
scenario Mengniu Dairy Group in the Peoples Republic of China currently faces. Mengniu Dairy Group manufactures and distributes dairy products and ice
cream throughout the PRC under the Mengniu brand name. Based in Inner Mongolia, the company has become one of Chinas Top 500 Large Corporations in China partly due to its
high-profile advertising campaigns. However, in late 2009, Mengniu was one of a handful of PRC dairies that was shown to have milk powder samples and other products that tested
positive for melamine, which was making children sick throughout the nation. The company recalled tainted milk powders and apologized to the public.
However, is this enough to quality as corporate social responsibility? The answer here is no. The idea behind CSR, first and foremost, is that its voluntary - in other words,
without coercion. Though its not outlined here, Mengniu and other dairies didnt agree to pull the tainted products until the media storm hit.
Furthermore, apologizing isnt really a corporate social responsibility activity, either. Is the company apologizing for getting caught at leaving tainted products on the market? Or is it sincere?
Finally, CSR involves the incorporation and integration of social and ethical measurements; simply pulling a tainted product and apologizing for the trouble caused isnt enough to turn the company into
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