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