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Transparency Aligns Principles and Standards

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Jeff Swartz was pissed off. On one morning in June 2009, the CEO of the Timberland Company had received more than sixty-five thousand e-mails from Greenpeace supporters expressing concern that the leather in Timberland’s products might be sourced from cattle grazing on pastures created from illegally cleared Amazon rain forests. None of Timberland’s senior leadership wanted to make time for this issue at a time that the company was struggling to stay profitable in the midst of the recession. Trusting in their environmental credentials, they thought the right strategy would be to end this potentially ...

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