New Balance: Developing an Integrated CSR Strategy
商品編號：9B10M011
出版日期：2010/01/28
再版日期：
商品來源：
商品主題：General Management/Strategy; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：Corporate Social Responsibility;Strategy Development;Business Sustainability;Performance Assessment
難易度：4 - Undergraduate/MBA
內容長度：21 頁
地域：United States
產業：Manufacturing
事件年度：2009
This case focuses on New Balance, a privately held company and the fourth largest athletic footwear manufacturer in the world. Founded over 100 years ago, New Balance has a strong social responsibility culture and mission established by its owners. Its commitment to employees, for example, was expressed through maintaining domestic manufacturing in the United States (the only large footwear manufacturer to do so presently) and avoiding layoffs in the deep recession of 2007-2009. In the late 1990s, the company established the Responsible Leadership Steering Committee to address human rights issues in overseas factories. Throughout the years, private ownership had allowed New Balance to take risks and make choices that publicly held companies might not have been able to do; at the same time, private ownership also meant lower pressures to disclose social and environmental performance. The owners were also very humble and hesitant to talk aloud about social responsibility. As a global player, the present challenge for the company has become to move corporate social responsibility (CSR) to the next level from doing what's right to fully integrating CSR into the business strategy. The overall goal of the case is to use the provided information from a comprehensive company assessment to identify a few key areas where New Balance can focus on and demonstrate industry leadership while also supporting the bottom line. A set of key questions is included at the end of the paper to guide student's discussion around critical issues for building an integrated CSR strategy for New Balance, considering its culture, structure and present level of corporate citizenship management.
教學手冊：New Balance: Developing an Integrated CSR Strategy - Teaching Note
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