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closeWhat makes a firm that sells sportswear and outdoor gear so successful in its environmental integration of business strategy? Can a socially responsible organization be built from surfing, a lifestyle that is very different, and create its own community?
When Yvon Chouinard, the American son of French-Canadian parents, decided to create a sportswear manufacturing and sales business in California in the early 70s, he was sure of one thing: he wanted to keep climbing mountains and soaring over waves in his business life too. That is why the fi rm is named after the mountain region between Argentina and Chile and why it is involved in the protection of the nature parks in southern Patagonia, the Natural Austral Parks.
Document prepared by Corporate Excellence – Centre for Reputation Leadership with reference to, among other sources, the intervention of Govert Room (Associate Professor of the Strategic Management Department at IESE) during the sessions of the Executive Education Program “Making Social Responsibility Work: The Cornerstone of Sustainable Business” organized by IESE Business School in Barcelona in July 2011.
