Peta influencing companies' strategies
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PETA influencing companies’ strategiesStrategic ManagementPresented by: Daria ChizhovaProfessor: Pablo Hafner
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PETA
People for the Ethical Treatment of Animals (PETA)
American animal rights organization based in Norfolk, Virginia and led by Ingrid Newkirk, its international president
It claims to be the largest animal rights group in the world
Its slogan is "animals are not ours to eat, wear, experiment on, or use for entertainment
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PETA
Founded in March 1980 by Newkirk and animal rights activist Alex Pacheco
Their main activities are opposition to factory farming, fur farming, animal testing, and animals in entertainment
It also campaigns against fishing, the killing of animals regarded as pests, the keeping of chained backyard dogs, cock fighting, dog fighting, and bullfighting
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PETA
A non-profit corporation with 300 employees and two million members and supporters
Many Hollywood starts and celebrities are the members of PETA using their popularity to promote PETA’s campaigns
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PETAThere are few way PETA is
influencing companies’ strategies (or at least it tries):
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PETA Strategy 1
PETA has been buying companies’ shares for seven years
Now, PETA has the influence in more than 80 companies to improve the company’s animal welfare policies The first strategy is negotiating with decision makers But if it’s fail, then they will try to propose at shareholder
meetings
The struggles are not going through the easy way but those efforts have paid off: companies like Ruby Tuesday and even Burger King have asked their suppliers to follow more humane rules than before
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PETA Strategy 1Example
PETA holds 101 shares of Merck
The group is accusing the company of wrongfully denying its request to include a resolution in the proxy materials that calls on Merck to disclose use of animal testing in in-house and contracted research
PETA is asking the court to force Merck to include its resolution in the proxy materials for the meeting, or else compel Merck to hold a special meeting to present PETA’s resolution to other shareholders
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PETA Strategy 2
Aggressive media campaigns, combined with a solid base of celebrity support
Fast food companies such as KFC, Wendy's, and Burger King have been targeted
In the animal-testing industry, PETA's consumer boycotts have focused on Avon, Benetton, Bristol-Myers-Squibb, Chesebrough-Pond's, Dow Chemical, General Motors
Etc…
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PETA Strategy 2Works
The campaigns have delivered results for PETA:
McDonald's and Wendy's introduced vegetarian options after PETA targeted them
Petco stopped selling some exotic pets
Polo Ralph Lauren said it would no longer use fur
Avon, Estee Lauder, Benetton, and Tonka Toy Co. all stopped testing products on animals
Pentagon stopped shooting pigs and goats in wounds tests and a slaughterhouse in Texas was closed down
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PETA Strategy 2Example
Aramark - food and clothing provider to hospitals, schools, national and state parks, and even Major League Baseball stadiums, it serves more than 2 billion meals every year in 22 countries
Company has recently decided to stop selling foie gras after viewing PETA’s exposé on the foie gras manufacturing process
They've already swayed British retailers Selfridges and Harvey Nichols to be kind to waterfowl
PETA currently has an anti-foie gras campaign directed at Fortnum & Mason, a British department, they agreed to stop selling duck foie gras, but has thus far refused to stop serving goose liver
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Sources Used
http://en.wikipedia.org/wiki/PETA
http://www.30green.com/corporate-social-responsibility/peta-hopes-to-change-the-minds-of-corporate-buying-stocks
http://www.peta.org/b/thepetafiles/default.aspx
http://legaltimes.typepad.com/blt/2011/04/peta-seeking-court-order-for-inclusion-in-merck-shareholder-meeting-.html
http://news.change.org/stories/peta-convinces-food-service-giant-to-stop-selling-foie-gras
http://www.youtube.com/watch?v=BAzrSl0ztsQ
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