The Boycott of Centrale Danone in Morocco: Building marketing strategies in a polarized world

This case study examines the 2018 boycott of Centrale Danone in Morocco and its managerial consequences. It aims to develop participants' capacity to conduct a full strategic marketing diagnosis through time. The case study trains participants to analyze complex crises by applying theories of consumer behavior, brand trust, and boycott typologies; it then focuses on the evaluation of both shortterm and long-term impacts on performance and brand image. It promotes critical thinking on CSR, consumer activism, and digital engagement strategies. Through applied missions, the participants learn marketing decision-making in volatile and value-sensitive contexts. It concludes by challenging participants to co-design viable recovery strategies, using both theory and AI tools.

Analyze a real-world corporate crisis through a complete marketing diagnostic (external and internal analysis, SWOT, strategic response).
Evaluate the short-term and long-term consequences of consumer backlash on brand
equity, sales, and trust, within a specific cultural and socio-political context.
Understand the mechanisms and types of consumer boycotts, using theoretical models such as value-related boycotts, perceived egregiousness, and the cost-benefit/social dilemma approaches.
Design and assess crisis response strategies using concepts from consumer behavior,
digital activism, CSR, and relational marketing.

Consumer Boycott - Crisis Management - Multinational companies - Social media - Morocco

M2
Mastères spécialisés
MBA / Executive MS
Cadre
Dirigeant

Fresh dairy products, bottled water, early life nutrition and medical nutrition products

PPT de Débrief

Année de la problématique : 2018-2025

Livraison : Livraison par lien de téléchargement

Nombre de pages : 34 avec 20 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (De 3 à 6h)