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Abstract
Abstract

Campbell Soup Company: An Advocate for Mandatory GMO Labeling

Buffington, G., Fasano, S., O’Rourke, J. S. (editor)
January 22, 2018
SKU:
BUS-004051
Region: 
North America
Topic: 
Strategy & General Management
Keywords: 
Customer Communication, Customer Relations, Food and Beverage, Reputation Management, Retail
Student Price: 
$4.00
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 brand reputation, sales, and customer loyalty? What strategies should the company use in the future to communicate its position in the highly contentious GMO debate? 20 pp. Case #16-04. (2016)