New Balance Csr Strategy
New Balance
Developing an integrated CSR strategy
1. For each of the Corporate Citizenship Management Framework (CCMMF) dimensions, identify key strengths and weaknesses for New Balance. CCMF Dimension Key Strengths • An accepted and understood corporate culture of “doing good” throughout all vertical aspects of the company • History of attempting CSR activities throughout the company Key Weaknesses • No formal CSR strategy that guides the companies initiatives • No centralized method or metrics for measuring the company’s total contribution towards CSR • History of attempting CSR was guided by employee pet-projects • No product life-cycle impact analysis • No globalized metrics for business activity and activity impact
Values, Mission, Principles & Policies
Products and Services
Operations
Community
• Increase recycled content from 20% 25% between ’08 and ‘09 • Proactive in eliminating PVC from shoes, before government regulation • Finding ways to build a “Green Store” • Corporate culture capability to change and maintain flexibility • Lowered Chinese working hours from 70 to 60 per week; with a resultant increase in productivity • Decreased the janitorial chemicals from 20 to only 4; in which these four chemicals were “green” and promoted a healthier working environment • Recycled 99% of waste • Utilized 30% of renewable energy • Job Coaching program to reduce job related injuries • 3rd Party certified by the British Leather Group • Consistent and large philanthropic and monetary donations • New Balance has a good CSR image in the American eye • Feasibility for employee volunteering leads to higher-moral employees
• No cross-functional communication about initiatives or best-practices • Lack of control and/or lack of attempt to control the licensees CSR in relation to New Balance CSR perspectives
• Localized CSR • Lack of Transparency to Stakeholders
1
2. Based on the analysis of strengths and weaknesses, identify any two areas (e.g. products and
Developing an integrated CSR strategy
1. For each of the Corporate Citizenship Management Framework (CCMMF) dimensions, identify key strengths and weaknesses for New Balance. CCMF Dimension Key Strengths • An accepted and understood corporate culture of “doing good” throughout all vertical aspects of the company • History of attempting CSR activities throughout the company Key Weaknesses • No formal CSR strategy that guides the companies initiatives • No centralized method or metrics for measuring the company’s total contribution towards CSR • History of attempting CSR was guided by employee pet-projects • No product life-cycle impact analysis • No globalized metrics for business activity and activity impact
Values, Mission, Principles & Policies
Products and Services
Operations
Community
• Increase recycled content from 20% 25% between ’08 and ‘09 • Proactive in eliminating PVC from shoes, before government regulation • Finding ways to build a “Green Store” • Corporate culture capability to change and maintain flexibility • Lowered Chinese working hours from 70 to 60 per week; with a resultant increase in productivity • Decreased the janitorial chemicals from 20 to only 4; in which these four chemicals were “green” and promoted a healthier working environment • Recycled 99% of waste • Utilized 30% of renewable energy • Job Coaching program to reduce job related injuries • 3rd Party certified by the British Leather Group • Consistent and large philanthropic and monetary donations • New Balance has a good CSR image in the American eye • Feasibility for employee volunteering leads to higher-moral employees
• No cross-functional communication about initiatives or best-practices • Lack of control and/or lack of attempt to control the licensees CSR in relation to New Balance CSR perspectives
• Localized CSR • Lack of Transparency to Stakeholders
1
2. Based on the analysis of strengths and weaknesses, identify any two areas (e.g. products and