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Essay / FIJI Water Business Management Case Study - 1971
IntroductionFIJI Water (FIJI) is a brand of bottled water derived from an aquifer in the Nakauvadra Mountains in Fiji. FIJI was established for international distribution in 1995, under the company name Natural Waters of Viti Ltd. It was marketed to attract health-conscious and image-conscious consumers by touting the water's silica-rich properties which have been attributed to anti-aging and immunity-boosting properties. FIJI Water has captured a significant share of the bottled water sector in the premium niche segment alongside Evian and Perrier. FIJI's initial success was overshadowed by multifaceted problems that were exacerbated by management actions. Integration of cultureIn the beginning, Natural Waters of Viti Ltd. recognized the importance of establishing and maintaining good relations with Fiji's indigenous population. Emphasis was placed on hiring, training and advancing residents from neighboring villages. The strong leadership of Ian Lincolne, originally from the village of Draunivi, created an organizational culture aligned with employee values โโof interpersonal relationships, participation in religious services and support of the community. The company built a kindergarten classroom in each village and established a community development trust fund to finance projects to improve hygiene, sanitation and clean water. To create additional employment opportunities in surrounding villages, FIJI has subcontracted services such as transportation to and from work, security personnel to guard the factory, meal preparers in the canteen, grounds maintenance and laundry. All these efforts were recognized in 2004 by the US Department of State, awarding FIJI the Corporate Excellence Award for its results...... middle of article ......ce, J ., & Lehmann, M. (2005). Corporate Awakening โ Why (Some) Companies Adopt Public-Private Partnerships. Business Strategy and Environment, 14, pp. 216-229. doi:10.1002/bse.471Pearce II, JA & Robinson, RB (2011). Strategic Management 12th ed. New York: McGraw-Hill/Irwin.PWC. (2008). Fiji Islands Budget Summary 2009. Roll Global. (nd). Who We Are Building healthy brands from the ground up. Retrieved from Roll Global: http://www.roll.com/who-we-areRoll, M. (nd). Fiji Water - The exotic water brand. Retrieved from VentureRepublic: http://www.venturerepublic.com/resources/Fiji_Water_-_The_exotic_water_brand.aspSMH. (November 29, 2004). Hollywood couple seize Fiji's cash. From the Sunday Morning Herald: http://www.smh.com.au/news/Business/Hollywood-couple-takes-on-Fijis-liquid-asset/2004/11/29/1101577391426.html