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Strategic CSR: The Russell Case

Professor McElhaney 20 April 2009. Who is this social entrepreneur?. Strategic CSR: The Russell Case. Congratulations OMAR!!. Stefan, you owe a 9-year old Girl Scout $12!. Pink Slip?. Mili ? Jessica? Toms Shoes' model is sell a pair, give a pair away

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Strategic CSR: The Russell Case

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  1. Professor McElhaney 20 April 2009 Who is this social entrepreneur? Strategic CSR: The Russell Case

  2. Congratulations OMAR!!

  3. Stefan, you owe a 9-year old Girl Scout $12! Pink Slip?

  4. Mili? • Jessica? • Toms Shoes' model is sell a pair, give a pair away • To date, Blake has given away 140,000 pairs of shoes in U.S., Argentina, Ethiopia & South Africa. • This year, expects to donate 300,000 pairs of shoes, bring in $13 million in sales & work toward his goal of eradicating podoconiosis in Ethiopia, a deforming foot disease caused by walking barefoot in silica-rich soil. CSR in the News Blake Mycoskie

  5. Green-Marketing Revolution Defies Economic Downturn • Datamonitor shows 458 launches in 2009 of CPG products that claim to be sustainable, environmentally friendly or "eco-friendly." • If that pace holds, it will 3X number of green launches last year, which in turn was 2X the number in 2007. • Seventh Generation CEO Jeffrey Hollender said his company's sales were up 50% last year and 20% in March year over year despite Clorox, Church & Dwight and now SC Johnson entering the space. CSR in the News

  6. What is the crux of the issue between Russell Athletic & the UCs? • In your opinion, how has Russell handled the situation to-date?  • What are the key risks % opportunities for Russell and the UC system? • What role has Students Against Sweatshops, The Fair Labor Association (FLA), and the Workers Rights Consortium (WRC) played in the discussions between the UC system & Russell Athletic? • What steps do you think the UC system should take?  Russell Case

  7. In teams, develop set of recs for Russell • Crisis management & communications • CSR strategy • Reputational repair The Exercise

  8. We recommended to the UC President that we not renew the Russell contract • Impact of CSR? • 11 campuses, no product • Brand & reputation • Being the subject of this teaching case • Recruitment & retention The Outcome

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