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    Case Study

    Corporate philanthropy at work: U2 can move the world (A): Finding a cause

    By Robert Hooijberg and Jan Van der Kaaij
    8 pages
    June 2006
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    Reference: IMD-2-0125

    The first case in this two-part series describes the development of the corporate philanthropy program at TNT from conception to the selection of a partner. It is the end of 2002 and Peter Bakker, aged 41, has been CEO of TNT for a year. When he took over, TNT’s three divisions were like silos and parochialism predominated. In order to improve company culture and contribute to a better world, Bakker directs his company into a partnership with an NGO. Participants are asked to assess the partnership as a tool for culture change and to address the issue of authenticity.

    Keywords
    Corporate Social Responsibility, Culture Change, Corporate Philanthropy, Non-Governmental Organization Partnership, Courier Services, Corporate Sustainability Management
    Settings
    World/global
    2002-2005
    Type
    Field Research
    Copyright
    © 2005
    Available Languages
    English
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    This case study is part of a series
    • Corporate philanthropy at work: U2 can move the world (A): Finding a cause
    • Corporate philanthropy at work: U2 can move the world (B): Mailmen on a mission
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    This case study is part of a series
    • Corporate philanthropy at work: U2 can move the world (A): Finding a cause
    • Corporate philanthropy at work: U2 can move the world (B): Mailmen on a mission
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    All case studies
    Corporate philanthropy at work: U2 can move the world (A): Finding a cause
    By Robert Hooijberg and Jan Van der Kaaij
    Case reference: IMD-2-0125 ©2005
    Summary
    The first case in this two-part series describes the development of the corporate philanthropy program at TNT from conception to the selection of a...
    Read more
    Reference IMD-2-0125
    Copyright ©2005
    Copyright owner IMD Copyright
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Sustainability
    Browse all topics
    Corporate philanthropy at work: U2 can move the world (B): Mailmen on a mission
    By Robert Hooijberg and Jan Van der Kaaij
    Case reference: IMD-2-0126 ©2006
    Summary
    The second case in this two-part series describes the roll-out of TNT's partnership with the World Food Program. Participants are asked to evaluate...
    Read more
    Reference IMD-2-0126
    Copyright ©2006
    Copyright owner IMD Copyright
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

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