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New Balance Developing An Integrated CSR Strategy

New Balance developed an integrated CSR strategy in 2009 to address key challenges such as human and labor rights in overseas supply chains, increasing transparency expectations from customers, and regulating greenhouse gas emissions. However, New Balance lacked a detailed description and corporate grasp of what CSR constituted. The company also failed to establish measures such as utilizing renewable energy. To address these gaps, New Balance developed solutions such as forming a CSR department to centralize CSR activities and produce CSR reports to assess performance and communicate efforts.

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Maneesh Mannam
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372 views9 pages

New Balance Developing An Integrated CSR Strategy

New Balance developed an integrated CSR strategy in 2009 to address key challenges such as human and labor rights in overseas supply chains, increasing transparency expectations from customers, and regulating greenhouse gas emissions. However, New Balance lacked a detailed description and corporate grasp of what CSR constituted. The company also failed to establish measures such as utilizing renewable energy. To address these gaps, New Balance developed solutions such as forming a CSR department to centralize CSR activities and produce CSR reports to assess performance and communicate efforts.

Uploaded by

Maneesh Mannam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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New Balance:

Group-5
Developing an
Integrated CSR Krish Mittal
Madhur Mathur
Mahima Jain
Strategy Manas Pratap Singh
Maneesh Mannam
Manya Srivastava
New Balance was developed by William J. Riley, a 33-year-old

waiter in 1906
It started producing custom shoes in 1940
James Davis bought New Balance for $100,000 in 1972
New Balance became a global firm in 2009 with $1.61 billion in

sales
Human and labour rights in the supply chain
Maximum work hours, health and safety in overseas
factories and "exit strategies" when closing facilities
overseas were all on the table in 2009.

Increasing transparency expectations


Key
It may aid in the development of an emotional
bond with ethical customers, resulting in
Challenges increased customer loyalty.

Regulation of greenhouse gas (GHG)


emissions
Massachusetts, where New Balance was based, implemented
obligatory GHG reporting for businesses in January 2009.

Health, safety, and product stewardship


The potential for liability from using dangerous
chemicals or materials significantly increased.
Other Challenges

For New Balance, Certain essential The corporation


there was a lack of efforts, such as failed to establish
a detailed openness and several measures,
description and accountability were such as utilizing
corporate grasp of left out of the RL renewable energy
what RL constituted committee plan
Our Solutions

Communication
Centralisation of
Alignment of

Gap CSR footwear and

apparel
Our Solutions

Having a CSR
Assessment of CSR
Development of a

Department management and


CSR report
performance
Proper CSR structure/committee should be
constituted and not informal one

Key Being serious about CSR is one thing, but we

Learnings
need to tell it to general public too

Impact on the environment should be measured


to see the progress
New Balance should centralize their CSR
activities.

Key CSR can be a powerful tool to improve brand


Learnings awareness, increasing customer loyalty and
differentiating from competitors

Doing CSR activity is not enough. They need to


advertise what they did, like other companies
THANK

YOU!!

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