Taco Bell Corporation : public perception and brand protection (A) / Jared T. Hall, Michael P. Viola, James S. O'Rourke.

Format:

Book

Author/Creator:

Hall, Jared T., author.

Viola, Michael P., author.

O'Rourke, James S., IV, 1946- author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Taco Bell (Firm)--Public opinion.

Taco Bell (Firm).

Kraft Heinz Company.

Fast food restaurants--Health aspects.

Fast food restaurants.

Food--Safety measures.

Food.

Corporate image.

Public opinion.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

Fears regarding the introduction of genetically modified foods into the commercial food market have grown steadily since the mid-1990s. In the autumn of 2000, Taco Bell Corporation found itself caught between Friends of the Earth, a not-for-profit environmental advocacy group, and Kraft Foods Corporation, a business partner that manufactured and marketed grocery store products under the Taco Bell brand name. When environmental advocates claimed that genetically modified corn had somehow found its way into Taco Bell corn tortillas manufactured by Kraft, both companies were faced with important accusations about food safety and threats to brand image.

Notes:

Originally published: Hall, J. T., Viola, M. P., & ORourke, J. S. (2003). Taco Bell Corporation: Public perception and brand protection (A). 03-07 (A). Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526406491

OCLC:

1017714726

Access Restriction:

Restricted for use by site license.