Ivey Publishing
Asia Pulp & Paper: Implementing the Forest Conservation Policy
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16 pages (8 pages of text)
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Case (Field)
Indonesia’s Asia Pulp & Paper (APP), the world’s largest pulp and paper company, was attacked in 2011 by Greenpeace in a global campaign against buyers of APP packaging, particularly Mattel. The managing director of APP’s sustainability and stakeholder engagement (SSE) had to address lost sales and the accusation of greenwashing and devise an appropriate response to Greenpeace’s challenge while implementing the APP Group chairman’s goals to promote climate conservation, community, and commerce. In November 2014, the managing director of SSE had to assess the current progress of the Forest Conservation Policy and APP’s relationships with its stakeholders.
Learning Objective:
This case can be used in a strategy course in order to demonstrate the importance of strategic responses to critical stakeholder challenges. It can also be used in a corporate social responsibility class. Students will understand and analyze
  • alternative strategic organizational behaviours to address external stakeholder challenges;
  • the role of global non-government organizations as corporate stakeholders and the metrics of their influence;
  • the impact of environmental issues on producers and users of pulp and paper;
  • the economics of the pulp and paper industry;
  • how employees, suppliers, buyers, community groups, and governments influence corporate strategy; and
  • how leadership without authority can be effectively exercised to solve adaptive problems, as opposed to technical problems.
General Management/Strategy,  International
Administrative, Support, Waste Management and Remediation Services
Indonesia, Large, 2014
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$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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