new balance case study
DESCRIPTION
The questions for this case study were: Q1. For each of the 4 CCMF dimensions identify key strengths & weaknesses for new balance. Q2. Based on the analysis of the strengths & weaknesses, identify 1-3 areas for new balance to focus & develop a CSR strategy that is integrated with the business strategy. Q3. List the key steps for implementing an integrated CSR strategy. (e.g. Who should be involved. Communication plan. Resources need. Timeline. Measures of success.)TRANSCRIPT
New Balance
Case Study
Strategic Management
New Balance Timeline
-1906 Founded in Boston
-1925 First Running Shoe
-1940 Custom Sports Shoes
-1960 Expanded Production
-1972 purchased by James Davis
-Next 37 Years - Growth
Corporate Citizenship Management Framework
CCMF: Strengths & Weaknesses
GovernanceStrengths
- History, values, integrity- Responsible to employees & communities- Commitment of management & owners
Weaknesses - No clear understanding of what New Balance should represent- Lack of focus for CSR goals- Lack of leadership
Products & Services
Strengths - Reduction of carbon footprint- Recycled / Sustainable materials- Eco - Score cards
Weaknesses - Poor apparel division performances- Lack of external communication
Operations
Strengths
Weaknesses
- CSR integration - Waste reduction / energy efficient- Achieved compliance with REACH - Job coaching - reduced work related injuries
- Domestic vs Foreign factories
Community
Strengths - Supporting communities- Volunteering
Weaknesses - Community involvement was USA centred - Community strategy was poorly focused- Brand did not get enough recognition for their work
CSR Strateg
y
Governance
RLSC CSR Department- Structure- Focused- Communication & Training
E.G. Monthly CSR Newsletter
Community Support
➔ Expand Charities
➔ Build Brand Loyalty from a young age
➔ Promote charitable work through social media & New Balance website
Community Support
CSR Implementation
Key Steps CSR Implementation
➢ Strategy
➢ Leadership and change management
➢ Issue management
➢ Communication management
➢ Program management
➢ Performance Management
Measures of Success
➢ Key Performance Indicators
➢ Improving CSR awareness
➢ SMART Framework
Who should be involved
➢ CEO Robert T. DeMartini
➢ Dedicated CSR officers
➢ New Balance Employees
Communication Plan
➢ Internal - Newsletter/email
➢ External - Website/Charity Foundations/Social Media
➢ Instore/Customers - POS
Thank You!