PPT telling about different ways NGO PETA can influence companies's strategies and management decisions

1. PETA influencing
companies’ strategies
Strategic Management
Presented by: Daria Chizhova
Professor: Pablo Hafner

2. 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

3. 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

4. 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

5.  h

6.  hbg

10. PETA
There are few way PETA is
influencing companies’ strategies
(or at least it tries):

11. 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

12. PETA Strategy 1
Example
 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

13. 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…

14. PETA Strategy 2
Works
 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

15. PETA Strategy 2
Example
 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

16. 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

18. Thanks
for Your
Attention!