Tentree Case Study

Social responsibility requires managers to make decisions that positively influence the well-being of, not only their stakeholders, but the community as well (Jones, George, & Haddad, 2016, p. 111). Tentree has taken a proactive approach to the implementation of their corporate social responsibility (CSR) initiative. A proactive approach is demonstrated by a company’s eagerness to do more than the law requires for social responsibility (Jones, et al., 2016, p. 113). The basic social responsibility for a business is to use resources to increase profits without deception or fraud (Jones, et al., 2016, p. 112). Tentree goes beyond this basic social responsibility by being committed to environmental stewardship, sustainability and social responsibility

21). Corporate social responsibility (CSR) directly corresponds to one’s organizational culture and the voluntary implementation of these beliefs, expectations and values. It goes hand in hand with their organizational reputability, especially if society benefits from them operating in an economic, social and environmentally sustainable manner (Global Affairs Canada, 2016). Two companies that demonstrate this initiative mindset are Tentree and Nike, yet they execute in completely different manners. On the organizational spectrum Tentree falls under the Social Venture category, meaning they are for-profit but also on focus on issues regarding social equity and environmental sustainability. Their social responsibility initiative is to plant ten trees for every item purchased by individuals on their website, or from retail vendors (Tentree, n.d., para. 1). Nike is categorized under being a Social Purpose Business because it achieves its desired social impact as well as continuous profit (Jones, George, & Haddad, 2016, p. 4). Nike’s social responsibility initiative is to transform production development and manufacturing to overall minimize the company 's environmental footprint (Nike,

NIKE has taken an accommodative approach to the utilization of their CSR initiatives. An accommodative approach is a moderate commitment societal responsibility, with willingness to do more than the law requires (Jones, George, Haddad, 2016 p.113). NIKE, is a company that thrives on innovation. Amongst all of this innovation comes the goal to reduce the company’s overall environmental footprint and transform methods of manufacturing.

NIKE’s CSR initiative for promoting more sustainable resource utilization and the minimization of their environmental footprint is applied by their new found strategy. This strategy focuses on reducing the environmental impact throughout the product lifecycle (NIKE, n.d.,a). This means NIKE is now constantly looking upstream to their distributors, contract factories, and product transport to scrutinize openings for implementing lean manufacturing and better shipping arrangements. Looking upstream though, also implies looking downstream – to their retail partners and consumers to investigate better reuse and recycling contingencies. In so doing they are “redefining the very concept of waste, seeing it as an input to our products and a material feedstock to other industries” (NIKE, n.d.,a). By the closing of 2020, NIKE hopes to have no waste