Timberland s Corporate Social Responsibility Under New Ownership

686 Words Feb 12th, 2015 3 Pages
Timberland’s Corporate
Social Responsibility –Under
New Ownership
By Sarah Sarjeant

How would you characterize Timberland’s exercise of its corporate power in society? Is Timberland using its influence responsibility? If so, how?

• I would characterize Timberland’s exercise of its corporate power in society as “Corporate Social Responsibility”. Timberland is being socially responsible towards society and is acting in a way that enhances society. Timberland is practicing the “iron law of responsibility” which says that in the long run, those who do not use power in ways that society considers responsible will tend to lose it.
The company is using its influence responsibly through charitable giving; cash and in-kind donations, and
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As previously mentioned, Timberland is using its power responsibly by way of charitable giving and reducing their carbon footprint. By focusing on social issues Timberland has created strong stakeholder relationships and built a loyal customer base. Although one can raise arguments against Timberland’s social responsibility issues, they have done a great job of developing the most important intangible asset- their reputation.

If you were an executive of VF Corporation, would you support continuation of these initiatives? Why or why not? • As an executive of VF Corporation I would continue to support the initiatives of Timberland to continue to establish trust amongst stakeholders. The current initiatives have been beneficial and have not had a significant cost to stakeholders. It is important that VF Corporation continue this philosophy and still allow stakeholders to profit from the company with little to no cost.
The social enterprise created by Timberland has been extremely successful in improving human and environmental well-being. Not only does Timberland care about their local New Hampshire community, but they search all over the world to find ways to give back to society. If VF Corporation continues to support the social initiatives as they did in their first Serv-a-Palooza
Timberland will surely be recognized as one of the country’s “Best Corporate
Citiens.”

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