Sustainability Management at Nau Inc.
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Case Details:
Case Code : BECG080
Case Length : 20 Pages
Period : 2004-07
Pub Date : 2008
Teaching Note : Available
Organization : Nau Inc.
Industry : Apparel Manufacturing and Retailing
Countries : US
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts Contd...
Philanthropic Activities
The stores had a wall at the back called the 'Giving Wall'. This displayed the
different charities to which Nau would give away a share of its revenues. (Refer
to Exhibit VIII for the visual of the 'Giving Wall'). The company would
otherwise have spent this money on advertising its products.
About 5% of the total sales amount was donated to non-profit organizations
addressing environmental or humanitarian issues. Customers could choose from
over ten such organizations - of which two were international, two were national
groups, and six were local groups, depending on the location of the store.
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The 'Giving Wall' featured two interactive touch screens,
where customers could learn more about the non-profit organizations through
short films and narratives about each of the organizations...
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The Road Ahead
Industry analysts were of the view that Nau had
entered the performance and casual apparel market at the right time,
when there was growing concern about the environment.
Concerned over social and environmental issues, many customers were
shifting their preferences to natural, organic, and
environmentally-friendly products. These consumers did not mind paying a
premium for products from companies which shared a similar concern and
carried out business in a responsible manner. It was these consumers
that Nau targeted... |
Exhibits
Exhibit I: Code of Corporate Citizenship
Exhibit II: Nau - Mission and Goal
Exhibit III: Nau - Rules of Corporate Responsibility
Exhibit IV: Nau - Design Philosophy
Exhibit V: Nau - Ambigram Logo
Exhibit VI: Nau's Products
Exhibit VII: Nau's Webfront
Exhibit VIII: Giving Wall in the Webfront
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