Give some examples of how International Paper defies the common social criticisms of marketing as discussed in class. One example that International Paper defies the common social criticisms of marketing is that their number one goal since they opened was to be socially responsible. Since they opened 110 years ago they have built a strong resume of being socially responsible. For example, “Out of more than 600 contending companies from all industries, IP recently ranked number one in social responsibility” (“International Paper,” 2012). Another example is that IP does a great job of using natural resources, recycling them to use again, and reducing air pollution. IP uses these methods on their mills in Vicksburg. For example, “Capturing steam in one area and reusing it in another reduces the amount of fresh steam required and reduces the amount of fuel needed to power the plant” (“International Paper,” 2012). This means that IP, while containing the air pollution the mill emits, can also reuse those emissions to power the mill. By doing IP can save money while continuing to prove that they are socially responsible. Therefore some of the examples of how IP defies common social criticisms of marketing is their number one goal is to be socially responsible, and finally by being socially responsible and continuing to be extremely profitable.
Analyze International Paper according to the Pyramid of Corporate Social Responsibility. After analyzing the Pyramid of Corporate Social Responsibility, IP does a great job of fulfilling philanthropic, ethical, legal, and economic responsibilities. For example IPs mission statement is “Sustaining a better world for generations, the IP way” (“International Paper,” 2012). This means that their goal as a company is to first sustain a better world. By them sustaining resources and reusing them they have helped to deplete waste