New Balance: Developing and Integrated CSR Strategy
Responsible Corporate Leadership / OL-690-X3063
Southern New Hampshire University
Elisa-Ruth Nelson
Introduction
New Balance is an American athletic shoe and apparel company founded in 1906. Initially, New Balance started out peddling arch supports to law enforcement officers and waitpersons/servers in restaurants. Now the company boasts a collection of men and women sport shoes – running, cross training, basketball, tennis, hiking, and golf. Additionally, New Balance has an impressive men/women apparel and accessories division, along with a kid’s section as well. What I found interesting and unique, New Balance offers a custom made option for customers to …show more content…
Why? If New Balance wants complete integration from the top to the bottom and vice versa, standing up a CSR division sends a strong message that leadership is serious about CSR initiatives and being successful. Additionally, having the senior leader of the CSR division report to the CEO will align him/her with the other prominent divisions (manufacturing, commercial operations, etc.) and provide an opportunity to work in total concert fulfilling CSR efforts from a collaborative standpoint. This proposition is considered a change initiative and senior leadership must launch this in a meticulous and smart approach. There will be a financial impact (salaries and benefits) associated with this move, therefore it is imperative that it is communicated to all employees in a fashion that shows it is in alignment with the overall values, vision and the mission of New Balance, if not it will likely die a slow and painful death (Myatt, …show more content…
However, before anything is started, leadership must take the time to plan and decide on the approach to improving their CSR program. Building a proper foundation is key, and there is no room for impatience and taking short cuts. There are many change management models one can consider to pursue the realization of their vision, my suggestion is John Kotter’s eight-step