TIMBERLAND
THE SOCIALLY RESPONSIBLE MNE

TABLE OF CONTENTS
ABSTRACT 3
INTRODUCTION 3
1 A THEORETICAL FRAMEWORK ON CSR 4
1.1 Changing perceptions, CSR as a must 4
1.2 Stakeholders’ Theory and Social Contract 5
1.3 Carroll Theory 6
1.4 Positive and negative light of CSR 6 1.5 How to implement Corporate Social Responsibility in a MNE ....................................7
2 TIMBERLAND AND CSR 7
2.1 Brief history of Timberland 8
2.2 The path towards CSR at Timberland: “Commerce and Justice” 8
2.3 CSR at Timberland today: the 4 Pillars 9
2.4 Timberland CSR practices: two cases in evidence 10
Case 1: Timberland entering India 10
Case 2: Timberland in China and Vietnam 11
3 TIMBERLAND’S INTERNATIONALIZATION STRATEGY 11
3.1 Timberland’s internationalization process: an overview 11
3.2 Historical context fostering or hampering Timberland’s internationalization 13
3.3 An internationalization theory applied: The Uppsala model 14
4 ROLE OF CSR IN TIMBERLAND’S INTERNATIONALIZATION STRATEGY 15
4.1 Boosting company efficiency by educating workforce 16
4.2 Improving local performances by assessing Code of Conduct compliance 16
4.3 Strengthening international relationships by supporting local development 17
4.4 Spreading global image by involving communities 17
4.5 Financing international expansion by boosting shareholders’ endorsement 18
5 TIMBERLAND VS. COMPETITORS: CSR NURTURING COMPETITIVE ADVANTAGE 19
5.1 OLI theory: an application of Timberland’s CSR 19
5.1.1 CSR fostering Timberland’s ownership advantage 19
5.1.2 CSR enhancing Timberland’s location advantage 20
5.1.3 CSR neutralizing Timberland’s internalization advantage 22
5.2 Timberland and competitors: a comparison on CSR activities 23
5.2.1 Methodology of the Analysis 23
5.2.2 Results of the Analysis 24
6 MEASUREMENT ISSUES: IMPACT OF SOCIAL VALUE ON COMMERCIAL VALUE 25
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