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1. Give some examples of how International Paper defies the common social criticisms of marketing as discussed in class.
Through “managing natural resources, reducing the environmental footprint, and building strategic partnerships” International Paper (IP) is able to defy many common social criticisms of marketing (“International Paper,” 2012). One social criticism that IP challenges is high prices through managing their natural resources. IP is constantly “finding ways to reduce, reuse, and recycle energy at each of its facilities” to reduce their air emissions (“International Paper,” 2012). One such facility in Vicksburg, Mississippi recovers 38,000 pounds of steam per hour and reuses it in other areas within the facility saving an estimated $2.4 million in fuel cost annually which is then transferred into saving for the customers. Another way IP defies social criticism is through creating “innovative products that meet the needs of consumers” (“International Paper,” 2012). One example of this is the newly invented ecotainer. The ecotainer replaces the old plastic lined coffee cups with an environmentally friendly cup lined with resin made from modified biopolymer. With this new lining cups can become compost to be used for landscaping, farming, and gardening. 2. Analyze International Paper according to the Pyramid of Corporate Social Responsibility.
According to textbook the Pyramid of Corporate Social Responsibility states that a company is responsible for four things: economic responsibilities, legal responsibilities, ethical responsibilities, and philanthropic responsibilities (Lamb, Hair, & McDaniel, 2014). IP is economically responsible by constantly being profitable. In 2011, IP sold over $25 billion gaining them ranking of 105 on the Fortune 500 list. IP maintains legally responsible by “transparently reporting its activities to the public for

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