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.

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...

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...


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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