Timberland Corporate Social Responsibility

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Case study for Kelli Matthew's Strategic Public Relations Planning and Cases course at the University of Oregon's School of Journalism and Communication.

Authors: Jenna Cerruti, Heather Cyrus, Elise Presicci, Cristina Dunning, Lauren Short

Presentation design by Lauren Short

Published in: Business, Technology
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Timberland Corporate Social Responsibility

  1. 1. TIM BER LAND Jenna Cerruti Heather Cyrus Cristina Dunning Elise Presicci Lauren Short Thursday, October 28, 2010
  2. 2. •Conceived in 1978 •2009 •Employed 5,500 worldwide •Family owned company •Chair: Sidney Swartz •President/CEO: Jeffrey Swartz BAC k gRo UN D Thursday, October 28, 2010
  3. 3. JeffRey http://bigthink.com/ideas/16693 “Every success that comes from tomorrow is yours, but every failure that trails, a boot that gets returned because it didn’t work, an employee who lost their job, I own every single one of those failures forever. They don’t go away.” Sw A r t Z Thursday, October 28, 2010
  4. 4. •High Priority •CITY YEAR •70 pairs of boots - $1 million investment •Employee paid service hours Timberland Community Involvement Thursday, October 28, 2010
  5. 5. •1994 Profits fall •Stock price •1993:   $85.00 •1995:   $22.00 •Restructuring to cut costs •Two factories closed •500 jobs lost •Outsourcing daSITuaTioN Thursday, October 28, 2010
  6. 6. During financial trouble, TimberLand continued to give money and service work to CITY YEAR. Thursday, October 28, 2010
  7. 7. dasITUatioN 2 •Potential Difficulties •Employee backlash •Future potential employees •Current employees •Community response Thursday, October 28, 2010
  8. 8. InPUTs Thursday, October 28, 2010
  9. 9. •Tactics and objectives •"Perform Under Extreme Conditions" •Environmental Awareness •"Give Racism the Boot" CAMpaIGnS Thursday, October 28, 2010
  10. 10. Yo, DiD IT •Effectiveness •Target •Future of Timberland WoRk?Thursday, October 28, 2010
  11. 11. OutPUTs•Stakeholders • Employees • Consumers • Communities • Investors • Shareholders and Analysts • Suppliers • Non-Governmental Organizations • Media • Government Entities • Business Colleagues &U T CoMeS Thursday, October 28, 2010
  12. 12. “By actively generating outcome-oriented dialogue with stakeholders, we believe TimberLand can ultimately compete more effectively in the future.” -TimberLand Thursday, October 28, 2010
  13. 13. CoMmUNicATIon • Biennial CSR reports • Quarterly reports on key performance indicators • Quarterly CSR dialogues with Jeffery Swartz • EarthKeeper • Internal discussions • Share environmental values and products • Problem-solving communication meetings sP e CT RUM Thursday, October 28, 2010
  14. 14. da • Employee agrees to work voluntarily with option of termination. • Allowed to work 60 hours a week • Paid volunteer time CoDEoF coNdUCT Thursday, October 28, 2010
  15. 15. "We offer the consumer a company to believe in and get involved with; we offer our employees a set of beliefs that transcend the workplace; we offer the community an active and supportive corporate neighbor; and we offer shareholders a company people want to both buy from and work for." -TimberLand Thursday, October 28, 2010
  16. 16. wHo da •Consumers •Employees •Community •Shareholders pUbL i cs ? Thursday, October 28, 2010
  17. 17. REL aTI oN ShiPs •Control mutuality •Trust •Satisfaction •Commitment •Exchange relationship •Communal relationship Thursday, October 28, 2010
  18. 18. •Assert company values •Explain finances SUg GesTions sUm Thursday, October 28, 2010
  19. 19. REC om MEN DaTiOnS •Improve communication with employees •Explicitly explain separation between layoffs and City Year donations •Improve internal affairs Thursday, October 28, 2010
  20. 20. TIM BER LANDThursday, October 28, 2010

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