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PUMA - a pioneer in CSR?

presentation for Business ethics, july 2013
by

Pablo Mellar

on 17 July 2013

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Transcript of PUMA - a pioneer in CSR?

Thank you
for your attention!

Business Ethics
course by Dr. Michael Cofrin

presentation by Pablo Mellar
- a pioneer in CSR
The tragedy of the commons
Solution:
integrate "gifts of nature" into business model by quantifying them
CSR @ PUMA
Getting to know PUMA
Your opinions matter!
1. How will this strategy affect work at PUMA?

2. Will it have an impact on the industry and beyond?

3. Which management thoughts may underlie PUMA's strategy?
Interpretation
What gets measured, gets done!
Peter Drucker
US-american economist
1924
1948
Foundation of the "Sportschuhfabrik Gebrüder Dassler" in Herzogenaurach
PUMA becomes a listed joint stock corporation
Split into
PUMA Schuhfabrik Rudolph Dassler
and
Adolf Dassler's ADIDAS
In times of crisis
30-year-old Jochen Seitz becomes CEO of PUMA
1986
1993
2007
French luxury goods group Pinault-Printemps Redoute (PPR) holds 62,1% of PUMA's stock
We believe that by staying true to our values, inspiring the passion and talent of our people, working in sustainable, innovative ways, and doing our best to be FAIR, HONEST, POSITIVE, and CREATIVE, we will keep on making the products our customers love, and at the same time bring that vision of a better world a little closer every day.
Our mission is to become the most desirable and sustainable
Sportlifestyle Company in the world.
Franz Koch
CEO PUMA 2011-2013
Environmental Profit & Loss Account (EPLA)
audited by and

environmental damage adds up to 145 million € in 2010
Second Life
A LOT or NOT?
MARKETING
NICHE STRATEGY
LOVE FOR MOTHER EARTH
STRATEGIC CONCER FOR SUSTAINABILITY
Sources
Online
http://about.puma.com/category/sustainability/sustainability-report/
http://de.puma.com/news/pumavision/
http://about.puma.com/sustainability/
http://about.puma.com/puma-commits-its-strategic-suppliers-to-sustainability-reporting/
http://www.deutscher-nachhaltigkeitspreis.de/files/kurzbegruendung_puma.pdf
http://www.trucost.com/news-2012/156/new-puma-shoe-and-t-shirt-impact-the-environment-by-a-third-less-than-conventional-products
http://www.trucost.com/news-2011/152/puma-and-ppr-group-environmental-accounting-sets-new-pace-for-reporting
http://www.pwc.de/de/nachhaltigkeit/puma-mit-pwc-zur-oekologischen-gewinn-und-verlustrechnung.jhtml
http://www.spiegel.de/wirtschaft/unternehmen/oeko-bilanz-puma-prangert-eigene-umweltsuenden-an-a-798252.html
http://www.wiwo.de/unternehmen/energie/oekobilanz-der-nachhaltige-puma/5598948.html
http://www.wiwo.de/unternehmen/sportartikel-warum-sich-puma-chef-zeitz-zum-oekomessias-wandelt-seite-2/5154094-2.html


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