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Timberland's CEO on Standing Up to 65,000 Angry Activists
Swartz, JeffArticle HBS-R1009A-ELeadership and People ManagementSwartz awoke on June 1, 2009, to find the first of what, over time, would amount to 65,000 angry e-mails accusing Timberland of destroying Amazon rain forests and exacerbating global warming. The senders were reacting to a Greenpeace report alleging that Brazilian cattle farmers were illegally clearcutting forests to create pastures, and leather from their cows might be winding up in Timberland's boots. Swartz and his team had to craft a response...Starting at €8.20