Chapter 2: Corporate Citizenship: Social Responsibility, Performance, Sustainabi

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Chapter 2: Corporate Citizenship: Social Responsibility, Performance, Sustainability 43 ETHICS IN PRACTICE CASE The Socially Responsible Shoe Company When Blake Mycoskie visited Argentina in 2006, a bright idea struck him. He was wearing alpargatas- By February 2007, Mycoskie's company had orders stores for 41,000 of his spring and summer from 300 resilient, lightweight, canvas slip-ons-shoes typically collection of shoes, and he had big plans to go worn by Argentinian farmworkers, during his visit to international by entering markets in Japan, Australia, poor villages where many of the residents had no Canada, France, and Spain in the summer of 2008. In shoes at all. He formulated the plan to start a shoe 2011, Mycoskie published his book Start Something company and give away a pair of shoes to somethat Matters in which he presents a lot of gushy needy child or person for every shoe the company do-goodism but also presents an energetic and sold. This became the basic mission of his company. convincing story. In 2012, the company also launched its Toms Eyewear line and adopted a program called Initially, Mycoskie had to self-finance his company. He decided to name his company "Toms: Shoes for "One for One," in which "with every pair you Tomorrow." Mycoskie is from Texas, and he liked to read purchase, Toms will give sight to a person in need. books about such business success stories as those of TedOne for One Turner, Richard Branson, and Sam Walton. He appends the following message to his e-mails: "Disclaimer you 1. How would you assess Toms' CSR using the four part CSR definition? Is the company based on the typical business case for CSR or more of an ethi- cal or philanthropic model? ls Blake Mycoskie a social entrepreneur, intrapre. nuer, or mainstream adopter? Explain. will not win the rat race wearing Toms. he fatee the summer of 2006, he unveiled his first collection of Toms shoes. Stores such as American Rag and Fred Segal in Los Angeles, and Scoop in New York, started stocking his shoes. By fall, the 2· 3. Do you believe Mycoskie's twin goal of economic and social success is sustainable? Review the company's Web site to see additional information: ttp://www.toms.com company had sold 10,000 pairs and he was off to the Argentinian countryside, along with several volunteers, to give away 10,000 pairs of shoes. In an article in Time, Mycoskie was quoted as saying. 4. What challenges do you foresee for the com- always thought I'd spend the first half of my life making money and the second half giving it away. never thought I could do both at the same time. pany's future? Mycoskie, Start Something that Sources. Nadia Mustala, "A Shoe That Fits So Many Souls Time (February 5, 2007), C2, Blake of the Month." The Oprah Magazine, February 1,2007; Toms Shoes htp/lwww.toms.com/our-movement, Accessed January 5, 2013, 2011: Philip Broughton, "Doing Good by Shoeing Well:" The Wall Strect Journal, September 9, 2011, A17; "Good Guy though in some cases it was not articulated as a responsibility or an obligation. Figure 2.7 summarizes other experts' views regarding corporate social responsiveness. Accordingly the corporate social responsiveness dimension that has been discussed by some as an alternative focus to that of social responsibility is, practically speaking, an action phase of management's response in the social sphere Corporate Social Performance For many years there has been a trend toward nm mental, and ethical issues more and more practical and tangible. The responsiveness thrust was a step in this direction. It is possible to integrate these concerns into a corpo- rate social performance (CSP) model. The performance focus suggests that what really aking the concern for social, environ ters is what companies are able to achieve-the results or outcomes of their

Explanation / Answer

Answer 1:- As per the four point CSR definition, In my opinion, Toms’ CSR is being made of Economics whereas it is important for the firm to earn some profit so that they can conduct their business, Legal elements whereas the laws of the land must be followed by the firm , Ethical whereas the firm is required to be acted as per the generally accepted norms which are considered fia r and responsible by the society, Philanthropic whereas it is required by the firm to facilitate the services or donate to some community-related causes, for example, education or health.

In my opinion, thee firm is more oriented towards Philanthropic side as with every shoe sold by the firm, a shoe is donated to the poor children.

Answer 2:- Blake Mycoskie can be seen as a social entrepreneur depending on his ability to find some innovative solutions to a problem in society, for example shoes and vision and was ambitious and persistent, that resulted in a wide-scale change.

Answer 3:-. In my opinion, Mycoskie’s twin goal of economic and social success can be seen as a sustainable one as the selection of shoe products and vision both will be required and thus he initiated and came up with a trend which is beneficial to all.

Answer 4:- I think that the only challenged which is to be faced by the company is development and implementation of similar concepts by the competitor related to The pair of shoes or vision for every buying or a totally differentiated concept or idea in this case.

I REQUESTT YOU TO KINDLY RATE THE ANSWER AS THUMBS UP. THANKS A LOT.

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