What Do Timberland and Ford Have That You Don’t Have? – Improvisations – MIT Sloan Management Review

According to respondents to the second annual Sustainability & Innovation Global Executive Study - a collaboration between MIT Sloan Management Review and The Boston Consulting Group - top performers are significantly stronger "embracers" of sustainability-driven strategies.

Is Timberland interested in sustainability because it sees that as part of its job as a visible, market leader? Or does its interest in sustainability enhance its reputation among its outsdoors-passionate customers and help keep it a top performer?