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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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professor mcelhaney 20 april 2009
Professor McElhaney

20 April 2009

Who is this social entrepreneur?

Strategic CSR: The Russell Case

csr in the news


  • 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

csr in the news5

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
russell case

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
the exercise

In teams, develop set of recs for Russell

    • Crisis management & communications
    • CSR strategy
    • Reputational repair
The Exercise
the outcome

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