Case Study

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

8 pages
June 2006
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.

Corporate Social Responsibility, Culture Change, Corporate Philanthropy, Non-Governmental Organization Partnership, Courier Services, Corporate Sustainability Management
Field Research
© 2005
Available Languages
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