New Balance

Case Study

Strategic Management

New Balance Timeline

-1906 Founded in Boston

-1925 First Running Shoe

-1940 Custom Sports Shoes

-1960 Expanded Production

-1972 purchased by James Davis

-Next 37 Years - Growth

Corporate Citizenship Management Framework

CCMF: Strengths & Weaknesses

GovernanceStrengths

- History, values, integrity- Responsible to employees & communities- Commitment of management & owners

Weaknesses - No clear understanding of what New Balance should represent- Lack of focus for CSR goals- Lack of leadership

Products & Services

Strengths - Reduction of carbon footprint- Recycled / Sustainable materials- Eco - Score cards

Weaknesses - Poor apparel division performances- Lack of external communication

Operations

Strengths

Weaknesses

- CSR integration - Waste reduction / energy efficient- Achieved compliance with REACH - Job coaching - reduced work related injuries

- Domestic vs Foreign factories

Community

Strengths - Supporting communities- Volunteering

Weaknesses - Community involvement was USA centred - Community strategy was poorly focused- Brand did not get enough recognition for their work

CSR Strateg

y

Governance

RLSC CSR Department- Structure- Focused- Communication & Training

E.G. Monthly CSR Newsletter

Community Support

➔ Expand Charities

➔ Build Brand Loyalty from a young age

➔ Promote charitable work through social media & New Balance website

Community Support

CSR Implementation

Key Steps CSR Implementation

➢ Strategy

➢ Leadership and change management

➢ Issue management

➢ Communication management

➢ Program management

➢ Performance Management

Measures of Success

➢ Key Performance Indicators

➢ Improving CSR awareness

➢ SMART Framework

Who should be involved

➢ CEO Robert T. DeMartini

➢ Dedicated CSR officers

➢ New Balance Employees

Communication Plan

➢ Internal - Newsletter/email

➢ External - Website/Charity Foundations/Social Media

➢ Instore/Customers - POS

Thank You!