International Paper: Combining Industry and Social Responsibility
International Paper: Combining Industry and Social ResponsibilityMarketing 406Roosevelt UniversityDecember 6, 2014[pic 1]Natalie Mierzynska, Sujatha Lekshmivaragan, Dmitry Rozental, Ebuka NkwontaTable of ContentsBackground Objectives Procedures Summary of Findings Detailed Findings Defying Common Criticisms Integrating Sustainability Principles “Greening” and Beyond Enlightened Marketing Social Responsibility & Financial Success Conclusion Works Cited Background International Paper (IP) is the global leader in the production and distribution of paper and packaging products (Internationalpaper.com). It was founded more than 110 years ago, and produces products that we use every day including various types of paper, consumer packaging, pulp, recycling, and industrial packaging. The company’s stock symbol is IP, and a share of IP stock currently sells at around $53/share. IP is currently headquartered in Memphis Tennessee, and employs over 62,000 people (Kotler & Armstrong, 607). Last year, the company sold over $26 billion worth of product, placing it 111th on the Fortune 500.
[pic 2] From a consumer perspective, when a multi-billion dollar producer of paper and packaging products comes to mind, we automatically assume that the company produces a large amount of pollution and destroys forests all over the world. However, International Paper prides itself on being on top of Fortune Magazine’s “Most Admired Companies” (Kotler & Armstrong 607). The reason for this recognition is due to the company’s continued social responsibility efforts and initiatives. IP’s vision is “to be one of the most respected and successful companies in the world” (Internationalpaper.com). The corporation has created a strong culture of accountability that works to implement strategies surrounding environmental sustainability. International Paper holds three strong core values, including leadership, results, and responsibility (Internationalpaper.com). The corporation strives to build leaders that hold the upmost ethical standards, are accountable for their work, and treating everyone with dignity and respect. The company is also passionate about producing results, embracing change, and always does what is best for the company as a whole. It is committed to excellence for their customers and performance for their shareholders (Internationalpaper.com). Lastly, International Paper values corporate responsibility, and is committed to sustaining our world by prioritizing employee health and safety, and ensuring that each phase of the supply chain is carried out in a safe and responsible manner (Internationalpaper.com). These core values are a large indication IP’s success and dedication to social responsibility and sustainability.