The Timberland Co., a manufacturer and retailer of footwear, outdoor clothing and accessories, is committed to the implementation and communication of a core values ​​to employees, shareholders and consumers. The system of beliefs emphasizes community service. Central to this commitment was an alliance with the national youth community service organization City Year. Developed over the years, Timberland and City Year a close alliance that both sides claimed a “new paradigm” made for … Read more »

The Timberland Co., a manufacturer and retailer of footwear, outdoor clothing and accessories, is committed to the implementation and communication of a core values ​​to employees, shareholders and consumers. The system of beliefs emphasizes community service. Central to this commitment was an alliance with the national youth community service organization City Year. Developed over the years, Timberland and City Year a close alliance that both sides claimed constituted “a new paradigm” for the interaction between a for-profit company and a nonprofit organization. This case describes Timberland commitments beliefs and service in the light of the disappointing results for the company and the subsequent layoffs during the financial year 1995. Does the idea of ​​a corporate strategy for social engagement, so that teachers, to raise questions about the range of activities and partners, the width of the projects and the source of motivation for such a strategy. Also enables the discussion on the role of faith and community service as part of a company that has pioneered a distinct approach to these concepts.
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from
James E. Austin,
Jaan Elias
Source: Harvard Business School
19 pages.
Release Date: 12 May 1996. Prod #: 796 156 PDF-ENG
Timberland and Community Involvement HBR case solution