Publications
Publications
- April 1990
- HBS Case Collection
Nestle Alimentana S.A. -- Infant Formula (Abridged)
By: James E. Austin
Abstract
The new vice president of infant and dietetic products of Nestle Alimentana S.A. has to make recommendations on the company's marketing programs for its infant formulas in developing countries. The U.S. subsidiary is currently the target of a consumer boycott because of the company's current and historical marketing programs. Introduces the question of using Western marketing techniques in the Third World, the problems of distributor control, and potential product misuse because of consumer poverty and ignorance. Provides a summary of the industry's evolution and a chronology of the controversy. Recommended: "Family Planning, Infant Mortality and Malnutrition," by E. Haubold, Swiss Review of World Affairs, March 1979.
Keywords
Product Marketing; Emerging Markets; Developing Countries and Economies; Distribution Channels; Marketing Strategy; Cross-Cultural and Cross-Border Issues; Food; Business Subsidiaries; Food and Beverage Industry; United States; Switzerland
Citation
Austin, James E. "Nestle Alimentana S.A. -- Infant Formula (Abridged)." Harvard Business School Case 590-070, April 1990.