Page 41 - CL Armchair Case
P. 41
Moreover, he had seen an ever-increasing number of iconic
brands become the standard bearers for a new way for
business to operate. These included Coca-Cola, Mattel,
Home Depot, Marks & Spencers and Wal-Mart. Responding
to challenges requires more than a short-term perspective;
it means that organisational leaders have to trade off
competing priorities, such as returns to shareholders, with
responsibilities to the environment or community
stakeholders.
