What can current CEO Fernando Aguirre do to restore Chiquita’s reputation and ensure future competitiveness?

Case study Harvard Business School.

Blood Bananas: Chiquita in Colombia

1. What can current CEO Fernando Aguirre do to restore Chiquita’s reputation and ensure future competitiveness?

2. Report a recent marketing controversy of a company (“Recent” means that it occurred within the last 6 months). This controversy should be associated with STP strategies of the company. Discuss what your team can do to address the controversy and restore customer trust.