Customer And Stakeholder Impacts On Burberry
Customers and other stakeholders have had a role in shaping Burberry. An example of a scenario where this has happened is the previously mentioned allegations on the use of toxic nonylphenol ethoxylates in a new line of children’s clothing. This allegation was made by a non-governmental organization known as Greenpeace. With such an allegation, it is expected that customers would get wary and demand explanations from the company. For that reason, Burberry was forced to give a statement on the same and prove its commitment to sustainability and reduction of environmental pollution.
Similarly, its withdrawal from a Chinese company as a result of workers’ rights violations was as a result of pressure coming from its opposite side of the market system. It has also been mentioned earlier that the company’s sales dropped after the brand was associated with football hooliganism in Britain. This is a very strong statement on the kind of expectations that consumers have for organizations. Consumers are not only interested in a company’s products, but also in its social responsibility. Therefore, it was crucial for the company to strongly disassociate itself from such acts in order to regain public confidence. In addition to that, the company’s efforts to reduce pollution and source for more renewable sources of energy are aimed at meeting consumer expectations. In that case, the role of the consumers in the modern market system cannot be understated.