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According to the CEO of Timberland CO. responding to a well written and informed letter from Greenpeace a potent activist organization from Brazil is very important and must be responded to imediately. Timberland Company takes it very seriously when being allegedly accused of not taking envirionment issues as not being an important business factor. Timberland Company addressed the issue by informing the Brazilian activist that only 7% of Timberlands leather comes from Brazil. Timberland Company's CEO found the right tone and the right time to accompany and answer all questions that were asked while also valueing what the Greenpeace activist had mentioned in their concerns with Timberlands deforesting and cattle being slaughtered. Timberlands company does value communication in international and intercultural situations when it comes to its consumers and company branding.
References
Swartz, J. (2010). Timberland's CEO on Standing Up to 65,000 Angry Activists. Harvard Business Review, 88(9), 39-127.
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