Case Study

WWF GFTN: Aligning strategy with the business environment

14 pages
March 2007
Reference: IMD-2-0134

The Global Forest and Trade Network (GFTN) was set up to promote the idea of responsible forest management and trade in order to create higher demand for certified forest products and to achieve forest protection. Duncan Pollard, CEO of WWF’s Forest for Life Program (FFL), and the GFTN faced various problems that had to be resolved before they could establish a new business plan. They needed to align their strategy with the business environment by incorporating changes within the forest industry while still meeting the expectations of their stakeholders.

Learning Objective

The case study provides an insight of the changes in the forest industry and the work of a global NGO network. Participants will learn about governance of global networks, financial backing and how to increase member benefits. They will also learn how to manage a process to align strategy with the business environment and how to incorporate the expectations of different stakeholders.

Stakeholder Dialogue, Global Network, Non-Governmental Organization, Forestry, Corporate Sustainability Management
Field Research
© 2007
Available Languages
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