IntroductionIn late 2009, The Dannon Company (Dannon) faced a dilemma: going public with its long-standing corporate social responsibility efforts. Dannon, after sixty-seven years of entering the American market, was poised to become the yogurt leader in the American domestic market. To achieve this, Dannon's Senior Director of Public Relations, Michael Neuwirth, was considering how its company values ​​and long-standing corporate social responsibility could help Dannon become a leader as a national yogurt producer in the United States. United States (Marquis, Shah, Tolleson and Thomason). , 2011).Danone is a yogurt company founded by Carasso's father, Isaac Carasso, in Barcelona, ​​Spain, in 1919. Danone was the first to introduce an innovative yogurt product used by doctors to treat intestinal disorders . After Carasso's father died in 1939, Carasso became CEO of Danone. Thanks to Carasso's leadership, Danone had a plan for rapid expansion into European markets. However, as World War II raged in Europe, Carasso immigrated to the United States in 1941 to find safe haven during the war (Marquis, et al., 2011). Carasso, now in the United States, founded Dannon Milk Products, Incorporation in New York, in 1942. In order to attract consumers in the American market to yogurt, Carasso named the company Dannon vice Danone (Marquis, et al ., 2011). Carasso found, however, that the U.S. yogurt market was virtually nonexistent. Not letting this slow Carasso down, Carasso used his innovative thinking, as his father did with Danone, to generate interest in yogurt in the American market. Carasso was able to introduce “Fruit on the Bottom” yogurt in 1947 (Marquis, et al., 2011). This innovation made it possible to transform the acidity of yogurt into a... middle of paper ......ard Business School. McElhaney, K. (February 7, 2007). CSR communication strategy. Retrieved February 20, 2014 from http://r.search.yahoo.com/r/_ylt=A0SO80rITgpTXTMAhS5XNyoA;_ylu=X3oDMTE0amQzcTRjBHNlYwNzcgRwb3MDMjkEY29sbwNncTEEdnRpZANWSVAzMDRfMQ--/SIG=13os7e4jj /EXP= 1393213256/**http%3a//faculty.haas. berkeley.edu/kmack/292%2520Spring%252007/CSR%2520Communications%2520StMcMullen, T. (February 26, 2010). Dannon to pay $45 million to settle yogurt lawsuit. ABC News. Retrieved February 20, 2014 from http://abcnews.go.com/Business/dannon-settles-lawsuit/story?id=9950269(2011). Overview of sustainable development. Retrieved February 20, 2014 from Dannon: http://www.dannon.com/pdf/dannon_cares/2011_Sustainable_Development_Overview.pdfThe 2011 CSRI 50. (nd). Retrieved February 20, 2014 from Boston College Center for Corporate Citizenship: www.bcccc.net/pdf/CSRIReport2011.pdf