Topic
Sustainability Focus in Business
Instructions
Theme of the case:
This case relates to the distinct concept of sustainability. In particular, it focuses on the adoption of a ‘sustainability focus’ in a business. This case relates to a number of topics covered in other postgraduate courses:
1. Sustainability, performance measures
2. Value chains, company culture
3. Leadership, decision making, change management
Instructions:
1. Use the provided copy of the ‘Allbirds: Walking in their Shoes’ case study to discuss and answer the questions below.
2. Fabulous Fabrics (and the owner Rosemary Rutherford) are both fictional!
3. Prepare and submit a memo to the CEO of the business (maximum of 2 pages).
Scenario / Questions:
As a business consultant, you have been approached by the owner of a New Zealand textile business (Fabulous Fabrics) about whether she (Rosemary Rutherford) should adopt a more sustainable approach. She has read about Allbirds and what they have achieved and has some questions she would like you to answer. In particular, Rosemary would like answers to the following questions:
1. Define the term ‘sustainability’.
2. Examine the reasons why many businesses today are choosing to have a focus on sustainability.
3. Discuss a total of three key difficulties and/or key lessons that you think Allbirds or other businesses have faced along their journey to sustainability; what could Rosemary learn from these businesses?
Answer preview
Sustainability is gaining popularity and relevance in the textile industry, with stakeholders understanding the need to respect the quality of life in the economic, social and environmental sustainability (Eweje, 2011). This memo examines the concept of sustainability, its relevance, application and impact to the textile business, with a particular reference to Allbirds, a New Zealand based manufacturer and seller of footwear. Equally, the memo draws important lessons from Allbirds that can apply in Fabulous Fabrics by embedding sustainability in the business.
Word count: 1254