Lululemon Athletica CSR’s Leadership Beliefs

Corporate social responsibility is defined as the commitment of organizations to serve their own interests and social interests based on right and wrong actions(Schhermerrhorn&Wright, page 68). Lululemon Athletica, a Vancouver sportswear manufacturer, epitomizes the organization’s dedication to society and serving the community. At present, the total market price of the company exceeds 220 million US dollars, which is in sharp contrast to the existing concept that corporate profits and corporate social responsibility are inconsistent. The following leadership beliefs led to Lululemon Athletica’s corporate social responsibility: Evaluate the alternative criteria for enterprise success, the emergence of the company and its corporate culture, the company’s core values and vision, the education and development of stakeholders, and finally, raise awareness of the company’s community centered activities.

First, Lulu Lemon’s employees came up with other ways to evaluate the company’s success. Lulu Lemon does not follow the classic view that defines success. The only goal of the management is to maximize profits, which is not only the enterprise profits(Schhermerrhorn&Wright, page 70), but also follows the socio-economic perspective of management responsibility. The success of Lululemon depends on the improvement of the community it serves. For example, Chip Wilson, CEO of the company, welcomed and promoted the analysis of the health and welfare status of more than 40 community residents served globally(lululemon case, p1, stage 1).

Second, the emergence of the company and the development of the corporate culture are based on the belief of providing more suitable and valuable sportswear for customers. The Rulu Lemon phenomenon began in 1998 when it was recognized that the number of women participating in yoga and other sports increased. It came up with a strategy to design and develop sportswear that is better in quality and fit than its competitors. The company has produced new and innovative sportswear, which is made of technologically advanced fabrics, durable and more comfortable to wear. For example, the company has successfully formed its brand image and customer culture. They sincerely believe that wearing this product will help them achieve their sports goals, have a healthy and balanced lifestyle, and make themselves feel better(lululemon case, page 1, paragraph 2).

Third, the company’s core values, mission statement and future vision are also committed to promoting its social responsibility practices in the company, which is an integral part of its guiding beliefs. The mission of the company is to provide components that help people live longer, healthier and more interesting lives(lululemon case, p1, paragraph 3). This mission is driven by a series of core values that promote an indivisible relationship in one’s life(the case of lululemon, p1, paragraph 3) by the high quality of products, the integrity of the company, and health, family and work. For example, the company believes that everyone on the planet is interdependent and connected based on their commitment to supporting a yoga lifestyle. The company wants to raise awareness of the physical and mental benefits of yoga. For millions of people who use lululemon products and practice yoga, the company provides not a simple fashion trend, but a lifestyle trend. That company also has a survival statement. This public statement of procedure is displayed in all stores. This includes support and authorization for educators and guests(lululemon example, para. 2, para. 2).

Fourth, it is an important topic for the organization to train and develop trainers and guests to provide them with good shopping and product experience as much as possible. Lululemon’s leadership believes that training stakeholders, including educators and customers, is the best way to improve Lululemon’s experience in stores and products. For example, in order to improve shopping experience, educators and customers have the opportunity to participate in in store yoga courses, teach them more about yoga, and recommend off-site yoga studios. Educators are also urged to put their personal influence on store displays(the case of lululemon, p2, paragraph 1).

Finally, the company promoted ethical business practices, took root in the community he runs, and maintained a healthy and entertaining environment. For example, a charitable donation project was set up on Lulu Lemon to improve the charitable awareness of serving the community. Customers of the store can choose which charities should receive donations. Then, the shop will select 8 charities from the list of charities receiving donations and support. Rululemon also participated in the cancer prevention charity of the Comprehensive Treatment Center(case of Lululemon, page 2, paragraph 3).

The above five corporate leadership beliefs will guide the company to global success and continue to promote its commitment to corporate social responsibility in the foreseeable future.

reference

Lululemon event(No date) Moral behavior and social responsibility. Lulu lemon sports.

Schermerhorn，J.& Amp; wright, B.(2007) Management, Canadian Edition. Canada: Willie.