Business Ethics - Timberland’s Corporate Social Responsibility

Business Ethics
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Case: Timberland’s Corporate Social Responsibility - Under New Ownership
1. In business, CSR (Corporate Social Responsibility) is used by companies for the
management making processes to produce positive impact as a whole on society
(Schooley, 2019). In this case, the corporate power of Timberland’s exercise is
characterized in the society as CSR primarily due to its social responsibility and
actions towards bringing improvement in the society. Along with exercising power,
Timberland also practiced the responsibility iron law. In this Iron Law of
Responsibility, individuals not using power in a way society considering
responsibility in the long-run will tend to lose it.
2. Sustainability goals are related to the company’s product packaging, manufacturing
plan operations, distribution, human resources, supply chain, R&D and office
efficiency for enhancing the way business operates (Strandberg, 2018). In this case,
Timberland had a balance between its economic and social responsibilities as the
event of annual “Serv-a-Palooza” worked on some projects with employees
volunteering in it for supporting the local communities of New Hampshire and
regions in Missouri affected by tornados. Also, there was a balance by generating
revenue continuously. Timberland’s sustainability goals are carbon emissions
reduction with the use of renewable energy source even if costing some money. These
programs increased the Timberland’s reputation within the society among
communities surrounded and helped them. The reputation earning of the company
stimulated the sales and increased interests in future. Hence, these programs are the
examples of enlightened self-interest.
3. There is a wide concept of CSR’s initiatives based on formation by the company
where businesses can earn an advantage in the society along with enhancing their
brands (Rangan, Chase, & Karim, 2015). The social responsibility initiatives of

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Timberland state the argument for balancing the corporate power with responsibility,
improving business reputations and stakeholder relationships. In the business, the
argument against the social responsibility initiatives of Timberland consists of skills
requirement and responsibility placement. The use of power responsibly shows the
way of giving and reducing carbon footprint along with focusing on social problems
where Timberland built base of loyal customer and created relationships with
stakeholder.
4. These initiatives support continuity with a broad range of services for meeting the
needs of individuals (Tonello, 2011). I will continuously support the initiatives as an
executive in the VF Corporation for the establishment of Timberland’s trust with
stakeholders without any cost significantly. Timberland created a social corporation
which has been excessively successful while making improvements in environmental
and human well-being. Also, Timberland cared about both the local community of
New Hampshire and ways to find giving back to the society by searching across the
globe.

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References
Rangan, V., Chase, L., & Karim, S. (2015, January). The Truth About CSR. Retrieved from
Harvard Business Review: https://hbr.org/2015/01/the-truth-about-csr
Schooley, S. (2019, April 22). What Is Corporate Social Responsibility? Retrieved from
Business News Daily: https://www.businessnewsdaily.com/4679-corporate-social-
responsibility.html
Strandberg, C. (2018, December 3). How leadership companies achieve bold sustainability
goals. Retrieved from GreenBiz: https://www.greenbiz.com/article/how-leadership-
companies-achieve-bold-sustainability-goals
Tonello, M. (2011, June 26). The Business Case for Corporate Social Responsibility.
Retrieved from Harvard Law School Forum on Corporate Governance:
https://corpgov.law.harvard.edu/2011/06/26/the-business-case-for-corporate-social-
responsibility/