...rP os t 9-306-064 REV: FEBRUARY 12, 2008 ROSABETH MOSS KANTER RYAN L. RAFFAELLI op yo Innovation at Timberland: Thinking Outside the Shoe Box In December 2005, CEO Jeff Swartz and COO Ken Pucker headed for a meeting in Timberland’s Stratham, New Hampshire, world headquarters, to celebrate achievements and ensure that plans were in place for several important product launches in the spring. The approach of a new year gave them a chance to reflect on progress made and consider opportunities ahead. tC Jeff and Ken walked past the festive, holiday-decorated company store, with its promotion of ornaments to support Share Our Strength, a hunger relief organization. At the entrance of the company’s cafeteria, they stopped at a display featuring a campaign to stop the genocide in Darfur and an adjacent wall of customized Timberland boots designed by City Year to celebrate sixteen years of partnership in the community. Since 1989, Timberland had served as National Leadership Sponsor to the national youth service corps. All of these reflected the values that constituted Timberland’s soul. Now soles (the in-shoe variety) were on the leaders’ minds. No Over the past 3-4 years, Timberland had booted up a formal system to produce greater innovation—in some ways, a return to the past. The company’s early growth had come from bootstrapping significant inventions in footwear, including one of the world’s first waterproof boots. More recently, Timberland’s...
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...for Managers Case Homework The Timberland Company: Challenges and Opportunities The Timberland Company, headquartered in Stratham, New Hampshire, characterizes itself as “a big company made up of a lot of small parts and incredibly talented people. We make boots, shoes, clothes and gear that are comfortable enough to wear all day and rugged enough for all year. We don’t rest on our accomplishments. If we did, we’d only have ever made one waterproof leather boot.”[1] Timberland sells its products around the world through department stores and athletic stores, as well in company-owned and franchised outlets in the United States, Canada, Latin America, Europe, the Middle East, and Asia.[2] In 2008, Timberland had $1.36 billion in revenue with a profit of $42.91 million.[3] According to the Timberland Web site, “Our place in this world is bigger than the things we put in it. So we volunteer in our communities. Making new products goes hand in hand with making things better. That means reducing our carbon footprint and being as environmentally responsible as we can.”[4] Timberland’s commitment to going beyond market success and corporate profitability is evident in the four pillars of its corporate social responsibility (CSR) strategy. These pillars are as follows: become carbon neutral by 2010; design recyclable products; have fair, safe, and nondiscriminatory workplaces; and focus employee service on community greening.[5] Timberland is committed to using “the resources...
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...For an organization to have corporate power, the business needs to have the power to influence the society, economy, and the government. In this case, Timberland is able to influence the government, economy, and society by practicing in social responsibility despite the fact that it is not the largest firm. As a result of the Timberland Company exercising in social responsibility, they are attentive to stakeholders that affected by its business operations, the community, and the natural environment. I agree that Timberland has achieved a balance of its economic and social responsibilities. In this case, Swartz expressed, “At Timberland, doing well and doing good are not separate or separable efforts.” While its social programs come with a price tag, it seems that the goodwill and social reputation that is enjoyed by Timberland results into the economic benefits for the company. One of the arguments that can be in favor of Timberland’s social responsibility initiatives is that they were able to balance their power with its responsibility. Furthermore, they were able to improve stakeholder relationship which results to enhancing their company’s reputation. One of the arguments that can be against the Timberland Company exercising some of these social responsibility initiatives is that these initiatives are good for the society but it lowers their economic efficiency and profitability. If I was an executive...
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...TIMBERLAND THE SOCIALLY RESPONSIBLE MNE TABLE OF CONTENTS ABSTRACT 3 INTRODUCTION 3 1 A THEORETICAL FRAMEWORK ON CSR 4 1.1 Changing perceptions, CSR as a must 4 1.2 Stakeholders’ Theory and Social Contract 5 1.3 Carroll Theory 6 1.4 Positive and negative light of CSR 6 1.5 How to implement Corporate Social Responsibility in a MNE ....................................7 2 TIMBERLAND AND CSR 7 2.1 Brief history of Timberland 8 2.2 The path towards CSR at Timberland: “Commerce and Justice” 8 2.3 CSR at Timberland today: the 4 Pillars 9 2.4 Timberland CSR practices: two cases in evidence 10 Case 1: Timberland entering India 10 Case 2: Timberland in China and Vietnam 11 3 TIMBERLAND’S INTERNATIONALIZATION STRATEGY 11 3.1 Timberland’s internationalization process: an overview 11 3.2 Historical context fostering or hampering Timberland’s internationalization 13 3.3 An internationalization theory applied: The Uppsala model 14 4 ROLE OF CSR IN TIMBERLAND’S INTERNATIONALIZATION STRATEGY 15 4.1 Boosting company efficiency by educating workforce 16 4.2 Improving local performances by assessing Code of Conduct compliance 16 4.3 Strengthening international relationships by supporting local development 17 4.4 Spreading global image by involving communities 17 4.5 Financing international expansion by boosting shareholders’ endorsement 18 5 TIMBERLAND VS. COMPETITORS: CSR NURTURING COMPETITIVE ADVANTAGE 19 5.1 OLI theory: an application of Timberland’s...
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...PRACTICE TEAMING UP TO BRAND AND BOND: Timberland Partners with City Year, SOS, and SkillsUSA is fast becoming an essential business competency. Many companies are coming to find that developing the economic assets and social and human capital of low-income communities pays dividends to the bottom line. In the short and long term, this kind of strategy develops untapped markets, new labor pools, effective suppliers, and new operating sites. Leading businesses find that integrating business and community development creates new pathways to achieve longterm sustainable success—a “win-win” proposition for the business and the community. In this series we profile examples of this integrated approach across a range of industry sectors. Timberland strengthens its brand identity through partnerships that promote social justice and a service ethic worldwide. In 1989, the nonprofit youth service corps City Year asked Timberland to donate 50 pairs of work boots for young adults serving their communities. That request sparked a relationship based on a shared vision of making a difference in the community, and set Timberland on a trajectory of a growing commitment to community service. THE BUSINESS CHALLENGE In the 1980s, Timberland was an entrepreneurial, high-growth company aspiring to grow into a larger-scale enterprise. Accomplishing that transition would require radical reform. Concurrently, but in a separate initiative, Timberland forged a strong partnership with City Year...
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...At Timberland, Doing Well and Doing Good Are Laced Together Case Summary: The company has had decent revenue history as well as great profits. The company is headquartered in Stratham, New Hampshire, which started out just making shoes and boots and later went into clothes and accessories. Timberland’s social responsibility goes on the “Four Pillars. The pillars consist of energy, products, workplaces, and service. “At Timberland, doing well and doing good are not separate or separable efforts. Every day, everywhere, we compete in the global economy. At the center of our efforts is the premise of service, service to a truth larger than self, a demand more pressing even than this quarter’s earnings. While we are absolutely accountable to our shareholders, we also recognize and accept our responsibility to share our strength-to work, in the context of our for-profit business, for the common good.” (Stakeholders, Ethics, Public Police) Key Marketing Issues • Global marketing– Making sure they keep up with the customers’ needs on a worldwide caliber. . • Retail Competition – Staying ahead of the competition Wolverine World Wide, who manufactures Hush Puppies, Merrell, and other brands of shoes and clothes such as North Face. • Economic Conditions– During the recession, consumers were not purchasing as much, therefore revenues decreased, but revenue on the work boots remained the same. Personal Case Analysis In reading this case, it seems as though...
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...After reading the discussion case Timberland’s Model of Corporate Social Responsibility, I have come to believe that Timberland did balance its economic and social responsibilities through the programs mentioned, Path to Service, GREEN, their grants and donations, and their new sustainability goals. To be economically balanced means to strive to ensure that your business is profitable while still providing value to your stakeholders. The main stakeholders in this situation are not only City Year and their “young people” but also the employees over at Timberland. There are many more stakeholders that are gaining value from this. According to the book, stakeholders are composed of both market and nonmarket stakeholders. The market stakeholders are the employees, the customers, suppliers, distributors, wholesalers, retailers, stockholders, and creditors. The nonmarket stakeholders are the nongovernmental organizations, communities, governments, general public, media, etc. The market stakeholders in this situation were most definitely benefiting. The employees were benefitting from the cultural experience they were gaining as well as from the fact that while it was a volunteer program, it was also paid. Employee morale was probably boosted as a result of the company-sponsored community service activities. Creditors, suppliers, and the distributors, wholesalers, and retailers were all benefitting because more shoes were being donated, thus more supplies were being ordered, put on credit...
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...organizations to adopt a broader view of its responsibilities that includes not only stockholders, but many other constituencies as well, including employees, suppliers, customers, the local community, state, and federal governments, environmental groups, and other special interest groups. Today, in this competitive business environment, CSR is viewed as the key to not only overcoming competition but to ensuring sustainable growth. but CSR is much more than that. It encompasses the need for the development of society with emphasis on infrastructure, education, equity and sustainability They also must understand the business as a whole and build influential relationships with customers and stakeholders Engaging in volunteer initiatives helps Timberland...
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...TIMBERLAND’S MODEL OF CORPORATE SOCIAL RESPONSIBILITY TIMBERLAND’S MODEL OF CORPORATE SOCIAL RESPONSIBILITY Timberland is a manufacturer of rugged outdoor boots, clothing, and accessories. Founded in1918 in Boston by an immigrant shoemaker named Nathan Swartz, the company has been run for almost a century by three generations of the Swartz family. Today, the company sells its product in department and specialty stores as well as in its own retail outlets in North America, Europe, Asia, South Africa, Latin America, and the Middle East. Although the company was taken public in 1987, the Swartz family and its trust and charitable foundations continue to hold about 48 percent of Timberland stock. The company’s mission embodies a strong social responsibility theme “: to equip people to make a difference in their world. We do this by creating outstanding products and by trying to make a differene in the communities where we live and work.” In 1989, Timberland was approached by City Year, an urban service corps, for young people, with a request for a donation of boots. Jeff Swartz, a grandson of the founder and CEO, said yes and agreed to join the corps for half a day of community service. Swartz later described his experience: I found myself, not a mile from our headquarters…face to face with a vision [of] America not unlike the one that drew my grandfather to leave Russia in steerage so many years ago. I spent four hours with the corps members from City Year and some young recovering...
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...Table of Contents 1. Back in the spring he began to limp. 2 2. At the clinic, I couldn’t stay quiet. 2 3. The injection was quick. 2 4. That night I heard a thump. 3 5. Evening shrouded the house in quiet. 4 6. One morning while my husband was away, I saw the blur racing through the yard. 4 7. That night, there came a rustling of the bedspread at my feet. 4 8. I decided it best to keep Buddy to myself. 5 9. Can’t you see? I asked. 5 10. It was then I knew I had no choice. 5 11. The earth turned three times and settled into darkness. 5 Works Cited 8 Jerome Solomon Instructor: M. Werner ENG 102 April 11, 2016 Beneath the Crape Myrtle Buddy is buried under the crape myrtle tree in the back yard. 1. Back in the spring he began to limp. He slipped when fetching his toy. He moaned when he lay down. In time, his groans turned to whimpers and I winced with his pain. He needs a doctor, my husband said. It’s time. 2. At the clinic, I couldn’t stay quiet. Twelve years, I said, twelve years he’s been a part of our family. Twelve years he’s been by our side. How can we do this? My husband shook his head. The doctor readied the needle. My heart fluttered like a bird in my throat. 3. The injection was quick. I caressed that spot behind his ear. Whispered my heart to him and kissed the place where his whiskers bristled from his nose. His breathing slowed from a quick pant to quieting heaves to nothing. I draped myself over his body...
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...Cross Cultural Perspectives ETH 316 Ethics and Social Responsibility March 4, 2013 Cross Cultural Perspectives Timberland Overview Originally founded in 1933 as the Abington Shoe Company, Nathan Swartz purchased and relocated to Abington Massachusetts in 1952. Swartz bought out the remaining interest in the company in 1955 and brought his sons into the business. In 1973, the Timberland brand name was introduced and the company officially changed its name to The Timberland Company. Known primarily for the waterproof leather work-boots produced by the injection-molding technology, the company has expanded to produce clothing and shoes for men, women, and children. The company also produces a line of rugged outdoor accessories as well. Timberland started expanding into the international market in 1980 when the line was introduced in Italy (Timberland, 2010). Since then Timberland has experienced periods of rapid growth and periods when the company grew more slowly, depending on the economy and more important, the mild winter weather that lowers the demand for the rugged Timberland shoes and apparel. Today the company operates in more than 90 international countries (Haapaniemi, 1998). Timberland Going Global In 1979 Timberland was approached by a businessman from Italy and asked them about selling Timberland boots in Italy. Jeffrey Swartz, Timberland’s Chief Executive Officer (CEO) thought: "Why would you take boots made in New Hampshire - these were work boots...
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...Cross-Cultural Perspectives Don Barry Cross-Cultural Perspectives Timberland Overview Originally founded in 1933 as the Abington Shoe Company, in 1952 Nathan Swartz bought into the company located in Abington Massachusetts. Swartz bought out the remaining interest in the company in 1955 and brought his sons into the business. In 1973, the Timberland brand name was introduced and the company officially changed its name to The Timberland Company. Known primarily for the waterproof leather work-boots produced by the injection-molding technology the company developed back in 1960, the company has expanded to produce clothing and shoes for men, women, and children. The company also produces a line of rugged outdoor accessories as well. Timberland started expanding into the international market in 1980 when the line was introduced in Italy (Timberland, 2010). Since then Timberland has experienced periods of rapid growth and periods when the company grew more slowly, depending on the economy and more important, the mild winter weather that lowers the demand for the rugged Timberland shoes and apparel. Today the company operates in more than 90 international countries (Haapaniemi, 1998). History of Going Global In 1979 Timberland was approached by a businessman from Italy and asked them about selling Timberland boots in Italy. Jeffrey Swartz, Timberland’s Chief Executive Officer (CEO) thought: "Why would you take boots made in New Hampshire - these were work boots, rugged...
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...Management Innovation at Timberland: Thinking Outside the Shoe Box Case Analysis In: Business and Management Innovation at Timberland: Thinking Outside the Shoe Box Case Analysis INNOVATION AT [pic]: Thinking Outside the Shoe Box CASE ANALYSIS I. Problem What uniting mechanism can Timberland Company administer to achieve the fullest potential of appropriate product design and process given the existing disparity between the In-line teams and Invention Factory? II. Objectives a. To ensure that the manufactured product is to be positively responded by the consumers. b. To provide sufficient focus to ensure the best use of resources without restricting innovation. c. To guarantee that there is always the presence of balance with regards to fashion and functionality in all Timberland products. d. To resolve the lack of wholesale and interest of Invention Factory ideas as they are integrated to the mainstream of Timberland. e. To improve the relationship between Invention Factory and In-line teams. III. Areas of Consideration REMOTE ENVIRONMENT Demographic – Timberland’s present organization of In-line teams that are responsible for a consumer segment: (1) Boot/Urban Team, (2) Men’s Casual Team, (3) Women’s Casual Team, (4) Outdoor Performance Team, (5) Kid’s Team, (6) Pro Team, and (7) Apparel answers to the different demographics and needs of a variety of Timberland consumers. Additional consumer...
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... Introduction The Timberland Company is a manufacturer and retailer of outdoor and footwear. Since its founding in 1952 Timberland has provided quality products that have since become an American Icon. Timberland was originally marketed towards people who wanted a working boot or outdoor shoe. Since then Timberland has crossed over into popular culture and currently designs clothing and accessories. Timberland stores are located in the United States, Canada, and the United Kingdom. In 2014 Timberland had revenue of $3.1 billion dollars ("Timberland", 2015). Much of Timberlands increase in sales can be attributed to its global appeal and internet presence. Advantages of E-Business E-business has many advantages and Timberland has capitalized on many of those advantages. Timberland stores are not common and are not that easily found especially in the southern warmer states and in many different countries. With the availability of online shopping Timberland has made their product available to anyone that has internet and a credit card. This is a smart business move for Timberland as they have in a sense established a store in everyone’s home. The Timberland website provides customers with a wide selection of Timberland products. Many of these products are the latest releases and are not available in local stores. Another feature that the Timberland website provides is customization for a small fee. The iconic wheat Timberland boot can be customized to a variety...
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...full version Timberland Essay Timberland Category: Business Autor: victor 12 December 2009 Words: 2590 | Pages: 11 Introduction Timberland has a long time history of providing quality products that are made to be both comfortable and protective. The company can be traced back to a one-man shoe repair shop in 1918 run by Nathan Swartz. His products were very successful and led the beginning of Abington Shoe Company in 1955. Mr. Swartz continued to run the business his son Sidney became involved as well. Together they created the first truly waterproof boot that come to be known as the “timberland bootâ€. As popularity for the boots grew, the name became attached. The company officially changed its name to Timberland Co. in 1978. Sidney Swartz took control of the company two years later with great success. Presently Timberland is run by Sidney’s son, Jeffery Swartz, who continues to make the same quality products and maintain a socially responsible company. Executive Summary Our team researched Timberland Co. and its industry using many different sources to come up with a thorough and persuasive report. We began by analyzing the footwear industry and its recent trends. The footwear industry is currently having record high sales and Timberland is leading the way. We have incorporated charts and graphs in our company analysis. Timberland is a very strong company and they have successfully overcome any minor problems they’ve encountered. Timberland has received...
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