PatagoniaCorporateEnvironmentalStrategyProfessorDougCerfDonaldBrenGraduateSchoolofEnvironmentalScienceandManagementCorporateEnvironmentalManagement(ESM281)Winter2009Printedonrecycledpaper-actuallybetter,notprintedatallFacts/Issues•Patagoniacancommandpricepremiumsfromitsaffluentcustomers•Explorethequestionofnon-marketstrategyandthecostsandbenefitsofsocialactivisminthefirm–Nonmarketstrategyisstrategywithrespecttoactivists,regulators,themediaandotheractorswhodonothavedirecteconomicrelationswiththefirmbutwhosebehaviormayaffectthefirm’sopportunities•HowhasPatagonia’spositioningasachampionofenvironmentalpreservationcontributedtoshareholdervalue?•IsPatagoniasellingapublicgoodaspartoftheirproduct?Printedonrecycledpaper-actuallybetter,notprintedatallPatagoniaActivitySystem•Page20ofTNPrintedonrecycledpaper-actuallybetter,notprintedatallQuestions1.EvaluatePatagonia’sstrategy.2.HowimportanttoPatagonia’sstrategyisitsenvironmentalposition?3.HowfastcanPatagoniagrow?Howfastshoulditgrow?4.HowwouldPatagonia’sstrategydifferifthecompanywerepubliclyheld?Printedonrecycledpaper-actuallybetter,notprintedatallPatagonia’sstrategy•PillarsofPatagoniastrategy–Quality–Design–Environment–Corecustomer–Increasecustomerwillingnesstopay(aboveclothingretailerspecialistaverage)Printedonrecycledpaper-actuallybetter,notprintedatallPatagoniaStrategy•WhydoesPatagoniaownstores?Howdoesthisenhancecustomerwillingnesstopay?Printedonrecycledpaper-actuallybetter,notprintedatallPatagoniaStrategy•WhyisPatagoniathemostinnovativespecialist?Howdoesthisenhancecustomerwillingnesstopay?Printedonrecycledpaper-actuallybetter,notprintedatallPatagoniaStrategy•WhyisPatagoniatheonlyspecialisttoownafabriclab?Howdoesthisenhancecustomerwillingnesstopay?Printedonrecycledpaper-actuallybetter,notprintedatallPatagoniaStrategy•WhydoesPatagoniabuildlong-lastingrelationshipswithsuppliers?Howdoesthisenhancecustomerwillingnesstopay?Printedonrecycledpaper-actuallybetter,notprintedatallPatagoniaStrategy•WhydoesPata...
