Ethical values in SodaStream brand development Case Study 2022

Ethical Values And CSR; SodaStream Case Scenario 1
ETHICAL VALUES AND CSR; SODASTREAM CASE SCENARIO
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Ethical Values And CSR; SodaStream Case Scenario 2
Ethical values in SodaStream brand development.
SodaStream is an Israeli company that produces carbonation systems. The case study
used in this enlightens on the role of the CEO, Mr. Daniel Birnbaum, regarding his activism and
various forms of criticism about the company's CSR. In understanding the ethical role in brand
development, it is paramount to highlight that; ethical branding mostly revolves around ensuring
the company value and practices involved in the production of consumer products must uphold
the social-moral standards. Therefore, the product design and overall implication on the
consumer and environment should be desirable (Fan 2005, pg. 333).
In the Soda stream case, the company’s history indicates its diversity in the marketing
approach of their product. However, the original objective of the company products was to
enhance the ability for an individual's access to healthy soda and eco-friendly product design.
The production of the first machines in 1955 developed the market to Australia, New Zealand,
and Germany besides its originality in the UK.
In ethical branding, environmental impact awareness is among the vital aspects.
Similarly, Soda Stream has used its focus on ecological attractiveness as critical practice in its
product creation and service delivery to promote its brand development. For instance, most of the
Company's brand marketing and CSR activities concerning environmental consideration have
included; facilitating waste reduction initiatives, cleaning beaches, and planting trees (Singh and
Batista-Fogue 2012, pg.547).
Moreover, other practices by the company include the use of tap water and returnable gas
holders. Basing on the fact that 130 billion bottles are disposed to the environment every year
plus the un-recycled containers up to 333 billion, the ideological practice and perception of the
home carbonation systems by the company to reduce the waste have continuously worked as

Ethical Values And CSR; SodaStream Case Scenario 3
impetus factor for the brand development. An environment conscious countries like Sweden, the
use of such packaging waste reduction measures provided by the carbonation systems are widely
adopted by households.
At the brink of Birnbaum's tenure, the company's west bank branch was growing its
operational capacity. Since then, the decision to hire Palestinians and harmoniously using Arab
and Jews in the workforce created a bridging role for the brand. The social position of the
company developed the brand.
How the company’s profile and history influence its social activism role.
Social activism in the current society has been in high demand. For instance, the role
involves overwatch and enhancement of social well-being. Moreover, the ideology also exists in
social, political, and even environmental aspects. For SodaStream, the operational scale of the
company has led to the diversification of production facilities. Among the numerous branches of
the company, the West bank plant in which exists in a social environment with vulnerable social
relations. Considering the multiple entanglements between the Arabs and Jews in the area, the
company's CSR immensely shifts to social activism role (O'connor-De Losrios 2016).
In the region, for instance, social activism roles are played diversely by different
organizations. However, the outlook of Sodastream as a corporate entity segregates its niche in
social activism. Besides the business individualism theory that fosters the idea that; a business
entity only focuses on profit maximization and the welfare of its shareholders, the business
sometimes decides in contrary to maintain its activism role.
An in-depth evaluation of the West Bank scenario indicates a dire need for social reforms
that can boost the economic state also. According to literature focusing on the status of the
geographical area, there is also a need for job creation and creation of equal economic