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Green Innovation in the Absence of Social Trust: A Case Study of MengNiu Dairy
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Author(s): Li-Chung Chang (University of Electronic Science and Technology of China (Zhongshan Institute), China), Wei Li (University of Electronic Science and Technology of China (Zhongshan Institute), China), Yu Wu (Changsha University of Science and Technology, China), Sang-Bing Tsai (University of Electronic Science and Technology of China (Zhongshan Institute), China & Nankai University, China), Chao-Feng Hsu (University of Electronic Science and Technology of China (Zhongshan Institute), China)and Cheng-Kuang Wang (University of Electronic Science and Technology of China (Zhongshan Institute), China)
Copyright: 2018
Pages: 15
Source title:
Green Production Strategies for Sustainability
Source Author(s)/Editor(s): Sang-Bing (Jason) Tsai (University of Electronic Science and Technology of China (Zhongshan Institute), China & Civil Aviation University of China, China), Bin Liu (Shanghai Maritime University, China)and Yongian Li (Nankai University, China)
DOI: 10.4018/978-1-5225-3537-9.ch010
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Abstract
In recent years, food safety has become an urgent problem to be solved, especially in China's dairy industry. After the 2008 Chinese milk scandal, how to rise again by green innovation is a very important issue. As a representative of China's dairy enterprises and with the enterprise positioning of “a milk manufacturing service provider that commits itself to human health”, MengNiu Dairy has achieved “MengNiu speed” and “MengNiu miracle” attracting worldwide attention within ten years. Therefore, the green innovation strategy implemented by MengNiu Dairy is worthy of research. In this paper, MengNiu Dairy, the leading dairy enterprise in China, was taken as the research object, and the author mainly applied narrative research method to analyze the green innovation strategy implemented by MengNiu Dairy from all aspects, and summarized that through the combination of charity marketing and green innovation, MengNiu Dairy developed the system and model of sustainable strategy, which had far-reaching significance in its development and adapting to the current environment at home and abroad.
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