Describe Strategic Management and Corporate Responsibility.

In the fruit drinks industry, keeping input costs under control are an important driver for financial returns. In the last few years, input costs have been rising due to the climate emergency and adverse weather patterns, as well as rising transportation costs. Profitability is under pressure. To address profitability concerns, the board of directors of Innocent Drinks (innocentdrinks.co.uk) are considering two proposals from their parent company: Proposal 1 – reduce the fruit content of the product Proposal 2 – source a proportion of fruit from non-sustainable sources The board of directors are sure, however, there may be other options.