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Management of Shari’ah Compliant Businesses pp 163–169Cite as

Cadbury and the Porcine DNA Crisis

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Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

On 23 May 2014, Malaysian newspapers reported that samples of two Cadbury products in Malaysia, namely, Cadbury Dairy Milk Hazelnut and Cadbury Dairy Milk Roast Almond, tested positive for traces of porcine DNA by the Ministry of Health Malaysia. This was a serious issue in a country with a large number of Muslim consumers. As soon as the news came out, the Malaysian Department of Islamic Development suspended the halal certification of two Cadbury chocolate products that allegedly contained porcine DNA. This case study examines the issues and the response of the company to the crisis. It highlights the importance of the role of swift public relations in crisis management. It also highlights the fact that sustainable marketing is not just about profits and that companies need to take all stakeholders into account.

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Notes

  1. 1.

    http://poxse.com/brand-review/how-cadbury-malaysia-recover-their-market-reputation-against-porcine-dna

  2. 2.

    In-depth interview with consumers.

  3. 3.

    In-depth interviews with MOH staff.

  4. 4.

    In-depth interviews with MOH staff.

  5. 5.

    http://www.themalaymailonline.com/malaysia/article/after-pig-dna-uproar-cadbury-says-working-to-ensure-products-are-halal-comp

  6. 6.

    http://www.reuters.com/article/us-malaysia-cadbury-idUSKBN0E90RO20140529

  7. 7.

    http://www.huffingtonpost.com/2014/05/28/cadbury-malaysia-muslims-pork-halal_n_5404555.html

  8. 8.

    http://www.bbc.com/news/business-27663857

  9. 9.

    http://www.aljazeera.com/news/middleeast/2014/06/saudi-arabia-tests-cadbury-chocolate-pork-20146153245207534.html

  10. 10.

    https://www.thestar.com.my/news/nation/2014/05/26/cadbury-halal-seven-days/

  11. 11.

    http://www.thestar.com.my/news/nation/2014/05/24/cadbury-choclate-porcine-dna

  12. 12.

    https://www.thestar.com.my/news/nation/2014/06/02/no-pig-dna-in-cadbury-chocolate-jakim/

  13. 13.

    http://my.mondelezinternational.com/Newsroom/2014-Press-Releases/Cadburys-first-ever-Joy-Shop-Sale-attracted-7000-consumers

  14. 14.

    In-depth interviews with consumers.

  15. 15.

    https://www.thestar.com.my/business/business-news/2015/07/04/mondelez-bags-gold-for-cadbury-campaign/

References

  • Ghazali, E., & Mutum, D. S. (2016). Islamic marketing: Compatibility with contemporary themes in marketing. In D. S. Mutum, M. M. Butt, & M. Rashid (Eds.), Advances in Islamic finance, marketing, and management: An Asian perspective (pp. 217–226). Bingley: Emerald Group Publishing.

    Google Scholar 

  • Mutum, D. S., & Ghazali, E. (2014). Ikea Malaysia and the Halal food crisis. In D. Mutum, K. S. Roy, & E. Kipnis (Eds.), Marketing cases from emerging markets (pp. 31–33). New York: Springer.

    Chapter  Google Scholar 

  • Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). Mindful consumption: A customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39(1), 21–39.

    Article  Google Scholar 

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Author information

Authors and Affiliations

  1. Faculty of Business and Accountancy, Department of Marketing, University of Malaya, Kuala Lumpur, Malaysia

    Ezlika M. Ghazali

  2. University of Malaya Halal Research Centre (UMHRC), University of Malaya, Kuala Lumpur, Malaysia

    Ezlika M. Ghazali

  3. Nottingham University Business School, University of Nottingham Malaysia, Semenyih, Selangor, Malaysia

    Dilip S. Mutum

  4. Faculty of Business and Accountancy, University of Malaya Graduate Business School, University of Malaya, Kuala Lumpur, Malaysia

    Mardiana Md Radzi & Wei-Pin Woon

Authors
  1. Ezlika M. Ghazali
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  2. Dilip S. Mutum
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  3. Mardiana Md Radzi
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  4. Wei-Pin Woon
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Corresponding author

Correspondence to Ezlika M. Ghazali .

Editor information

Editors and Affiliations

  1. Faculty of Business and Accountancy, University of Malaya, Kuala Lampur, Malaysia

    Ezlika M. Ghazali

  2. University of Nottingham Malaysia Campus, Nottingham University Business School, Semenyih, Malaysia

    Dilip S. Mutum

  3. School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei

    Mamunur Rashid

  4. School of Business, North South University, Dhaka, Bangladesh

    Jashim U. Ahmed

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Ghazali, E.M., Mutum, D.S., Md Radzi, M., Woon, WP. (2019). Cadbury and the Porcine DNA Crisis. In: Ghazali, E.M., Mutum, D.S., Rashid, M., Ahmed, J.U. (eds) Management of Shari’ah Compliant Businesses. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-10907-3_14

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