Government-Driven PR in Japan: Got Milk?

Kaori Takano

Abstract


This case study presents how the Japanese national government and a leading dairy, Meiji, became aligned on asocial goal, the improved calcium intake of children. Email interviews were conducted with a corporaterepresentative and five public school teachers who experienced their classroom lesson about calcium. Meiji’soutstanding communication skills and its creative lesson content captured the hearts and trust of public schoolteachers. A significant difference from other food makers is that Meiji was able to catch the wave of agovernment-driven national campaign for promoting calcium intake. Using exceptional communicators aslesson instructors, Meiji successfully turned their CSR activity into forging a better corporate image in thepublic domain and the company entered a previously untapped school market.


Full Text: PDF DOI: 10.5539/ijbm.v9n5p36

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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