CASE STUDY-CHIQUITA'S GLOBAL TURNAROUND

In regards to labor practices, Chiquita accepting the importance of the support of its employees and its impact on the companys image adopted the SA8000, the widely accepted international labor rights standards, in its code of conduct. The company also ensured the health and safety of workers by promising to fulfill the ILO conventions. Even though, Chiquita could have advertised its attempts at being socially responsible, it employed long-term marketing strategies such as viral marketing and third party testimonials to promote its products and efforts.