Greenpeace: Working for a "Green and Peaceful Future"

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Case Details:

Case Code : BECG041
Case Length : 16 Pages
Period : 1971-2004
Pub. Date : 2004
Teaching Note :Not Available
Organization : Greenpeace
Industry : Non Profit Organization, NGO
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

All's Not Green for Greenpeace

Over the years Greenpeace has been repeatedly accused of creating and enjoying media attention, without being seriously concerned about environmental issues. Even some of its founders were disillusioned and dismayed at the direction that Greenpeace had taken.

Paul Watson, one of Greenpeace's founders, said, "We sometimes feel like Dr. Frankenstein, we helped create this big monster that has gone out of control". He was unhappy at Greenpeace's fund raising canvassers and said that Greenpeace, "has turned begging into a major corporate venture. (It) has been corrupted into a transnational, multinational organization'. According to Forbes magazine, Greenpeace was "a skillfully managed business with full command of the tools of direct mail and image manipulation -- and tactics that would bring instant condemnation if practiced by a for-profit corporation. But Greenpeace has escaped public censure by being a "non-profit" organization"...

The Most Trusted Brand

Despite these criticisms, Greenpeace is credited with making businesses realize that environment is a major issue of concern that should not be neglected. By the early 2000s, most oil companies, paper industries, chemical industries, etc. were conscious of the importance of handling these issues intelligently.

More than that, Greenpeace has managed to raise the awareness level of the general public and has made people more responsive to ecological issues.

In the early 2000s, Greenpeace was one of the best-known NGOs in the world. In a survey released by Edelman PR worldwide in January 2001, Greenpeace ranked within the top two brands for favorability in the UK, Germany and Australia.

Greenpeace acquired the status of a brand, through consistency in its campaigns and in its methodology. It was trusted for its concern for the environment and was known to pursue environmental issues with persistence, in the face of all odds...


Exhibit I: Greenpeace - Milestones
Exhibit II: Greenpeace Ships and Balloon
Exhibit III: Activities of Greenpeace


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