The Activist at the Gate

A Level-4 non-market strategy simulation set at Helvetia Nutrition AG, a Lausanne-headquartered CHF 4.2bn consumer-goods firm (CHF 1.1bn infant-nutrition franchise) facing a coordinated NGO campaign — “Formula First, Babies Last” — one week before its AGM. The coalition alleges that sales reps in West Africa breached both the WHO Code and Helvetia's own published Responsible Marketing Charter. Over four rounds you act as the executive crisis team: (1) profile the coalition on Yaziji's resources × radicalism filter before reacting; (2) choose a non-market posture — Engage, Resist, or Partner — that matches the adversary's true profile rather than the firm's reflex; (3) calibrate a single concession that de-escalates the campaign without conceding strategic ground or setting a precedent; and (4) face the AGM with a forward governance commitment that converts a reactive crisis into a durable capability. The engine prices every choice in both CHF and reputational capital — a slow-compounding, fast-depleting stock that IS the infant-nutrition franchise. Wrong strategies underperform on purpose: a flat legal resistance against a high-resource reformist coalition that is quoting your own Charter collapses reputation and investor confidence; a fear-driven group-wide moratorium silences the noise this week but destroys franchise value and hands every future challenger a precedent; an unbounded partnership cedes control; and surviving the AGM with no governance follow-through leaves you exactly as exposed for the next coalition. Track Reputational Capital, Campaign Intensity, Investor Confidence, the at-risk grocery contract (CHF 168M/year), cumulative financial impact, and Non-Market Governance Capability. Teaches Yaziji's non-market strategy, the engage/resist/partner posture choice, reputation as a constraint, and the commitment-credibility (Charter) trap.