Timberland Co, a manufacturer and retailer of footwear, outdoor clothing and accessories, is committed to the transfer of excitation and a core set of values of its employees, shareholders and customers. Belief system of public works said. Central to this commitment to an alliance with the national youth service organization City Year. Over the years, Timberland and City Year developed a close alliance that both parties have argued, is a "new paradigm" for the interaction between non-profit businesses and nonprofit organizations. This case obligations Timberland in beliefs and services in the light of disappointing financial results for the company and the subsequent dismissal during the 1995 fiscal year. Introduces the concept of corporate strategy, community involvement, which allows the instructor to ask questions about the choice of activities and partners, the breadth of projects and source of motivation for such a strategy. Also allows the discussion of the role of persuasion and public works as part of a company that is a pioneer different approaches to these concepts.
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by James E. Austin, Jaan Elias Source: Harvard Business School 19 pages. Publication Date: May 12, 1996. Prod. #: 796156-PDF-ENG
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