Morgane VERRIER
BS5 1A
On March 14th, 2015
US MANAGEMENT & LEADERSHIP
Yvon Chouinard
Final Assignment
Table
INTRODUCTION 3
The company – Patagonia 4
Management & Leadership style 6
Decision – Making process 9
Behavior style 12
Staff involvement 14
CONCLUSION 17
REFERENCES 18
INTRODUCTION
This report is about an US manager / leader from the private sector, with a high profile. Yvon Chouinard was born in 1938 in Lewiston, Maine (USA), is a climber, mountaineer and American entrepreneur founder of technical equipment companies, Patagonia and Black Diamond. He is a business leader who is always pushing Patagonia to find solutions to the global environmental crisis.
Patagonia is a company, based in California, that designes technical clothing (using only organic
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He takes all different product lines and gives way more responsibility than he had before to the manager of each division. Then, managers handle all the buying. Instead of having a general marketing department, each line will have its own marketing person who stays on top of that individual market.
When there are a lot of independent people working for a leader like Yvon Chouinard, leader cannot tell them what to do, or he will get a passive-aggressive response. Instead, Yvon Chouinard find a best solution, he has to build a consensus.
Yvon Chouinard’s obsession for the perfect product (technically, aesthetically and environmentally) remains. To respect his principles and prove he is right, he is ready to go very far. In the 1970’s, he ceases to manufacture steel pitons that make its success because they create small cracks and damage the rock wall. In 1984, Patagonia is the first US company to print its catalog on recycled paper. In the 1990’s, the company began using recycled bottles to make fleece jackets (25 bottles are needed to make a jacket). Between 1993 and 2003, 86 million bottles are recycled as
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Hi Davon, good post this week. I do recommend that Brian move to another state, that will allow same-sex partners to obtain a protection order. I don’t think that it is fair the state he moved to will not issue protection orders to same-sex partners. Especially, since domestic violence can happen to anyone regardless of their sexual preference. I think that all state should allow for equal protection if the law, which is why the VAMA was passed. This is a bill that ensure that the LGBT victims of violence have equal access to services under federal law. Therefore, Brian will be protected from Tom even without a valid protection order. He will still have equal access to services. Overall, enjoyed reading your post and perspective.
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Overview: Universal Luxury Group is an international group of companies principally engaged in the production and sale of luxury goods including Food and Beverages, Fashion and Leather Goods, Perfumes and Cosmetics, Watches and Jewelry, and other business. Among them, this case is handling Perfumes and Cosmetics business group that accounts for EUR 2,231M, 19% of sales revenue.
Mark Jones, Marketing Director is responsible for managing all aspects of the marketing department. Mr. Jones’ key responsibilities include analyzing the pricing strategy for our products by paying close attention to both the marketplace and our competitors. Another crucial responsibility is to manage advertising budgets in all our four market areas (Merica 1-3 and Sereno) and ensure introduction of new products to our customers in an effective way that is in line with the goals of the company. Mr. Jones also works in collaboration with company officers, to provide input on the R&D expenditures in order to keep our products at a standard that is desired by our customers and the industry we serve.
Robert Swan once said “the greatest threat to our planet is the belief that someone else will save it.” Two companies that understand this concept are Patagonia and Nike. How they address these issues regarding sustainable business practice vary, however. Both have made it their mission to deliver excellence and make the best quality products within their industries, Patagonia focussing more on outdoor active wear, while Nike is more sports oriented. Part of this process has been developing products from sustainable sources. Patagonia, for example, actively took a stand against chemical intensive cotton in 1994, and has since switched to less harmful means of organic cotton within all their cotton-based products. They are even going the extra
Patagonia’s value proposition is based on embedding environmental sustainability in every business decision it makes. Its core strategy is differentiation by focusing on durability and quality of products whilst minimising its carbon footprint and use of synthetic ingredients (what). The business model revolves around developing innovative technologies and influencing competitors and suppliers alike to adopt environmentally-friendly processes (how). Commitment to these causes while maintaining quality has allowed it to develop a loyal customer base amongst high income groups and athletes (who) and significantly increase customer’s willingness to pay.
Patagonia Case Study “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Since being founded in 1973 by outdoor enthusiast Yvon Chouinard, Patagonia has gone to great measures to follow their mission statement and build a brand based on quality, trust, sustainable practices, innovation, and loyalty. By becoming a pioneer of using organic cottons in its product lines and using environmentally sustainable processes to make its products, Patagonia has managed to appeal to a certain yet growing consumer base. The consumers are men and women between the ages of 18-40 primarily in North America (West Coast and North East) who are active, outdoor nature lovers, and are supporters of sustainable and environmentally friendly practices. In addition, they are the ones who try to live a healthy lifestyle by eating organic products and attempt to reduce their environmental impact by
In 1993, Patagonia was the first company to make plastic soda bottles into fleece, as well as other materials. As many other brands are following in their footsteps, this new technology is a new way to make an Eco-friendly material and that is durable and well made. Patagonia has changed how people view recycling. They are focused on reducing the amount of pollution in the environment. They needed 20,000 barrels of oil to make raw materials, but as they started recycling plastic bottles there was no need for that. Now, there is space in the landfills by keeping millions of bottles out, which eliminates harmful air emissions, making the environment a better place. While Patagonia strives for environmental improvements and to make their products, sustainable, there are now expanding to other fabrics. It has been over
Patagonia strives to provide quality clothing and outdoor equipment while staying as environmentally friendly as possible. A hiking boot, for example, would need to fit strict requirements. The boot would need to be durable, comfortable, stylish, and made from environmentally friendly products. You also need to determine if there is a large enough market for the product. This would provide the means necessary to determine if the product has the highest chance of being successful. Given these strict requirements, one way to help keep the costs down is to use recycled material from older products that costumers turn in, therefore saving resources and money.
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