photo credit: Mountain Equipment Co-opyou looking for camping gear? Shoes for hiking? A new bike?

Are you looking for camping gear? Shoes for hiking? A new bike?

Questions like these have always been ones I find myself hearing around Mountain Equipment Co-op. But MEC’s recent logo redesign and effort to reposition the store to a “go-to store for outdoor enthusiasts of different active profiles” (Strategy Online) shows the store’s latest rebranding effort.

If there is such a thing as the correct way for a company to rebrand, I believe MEC is doing just that. Their strategy to appeal to customers’ motivations as opposed to specific activities allows customers to sense a “me first” initiative from MEC instead of the feeling they are only around to sell active wear and equipment. With the new bright green logo and expansion of urban scenery in the store, I see the store now as much more approachable, and somewhere I would likely to visit when in need of an atmosphere that encourages me to stay active.

In the upcoming years, MEC may very well establish leadership in the active wear and equipment category if this latest rebranding effort proves to be successful.

Read more about the store here.

Reference:

Horn, Jennifer. “MEC Uses Consumer Motivations to Inspire a Rebrand.” » Strategy. 19 Sept. 2013. Web. 30 Sept. 2014.

Photo Reference:

http://www.mec.ca/AST/ContentPrimary/Services/Stores/Toronto.jsp?utm_source=mec.ca&utm_medium=redirect&utm_campaign=toronto&bmLocale=en

photo credit: Thinkstock

Founder and chairman of Virgin Group Richard Branson has announced today private staff will be able to take as much holiday as desired, believing this will result in an increase of productivity.

With stress as a leading factor to work inefficiency, everyone needs a day off once in a while to re-energize, gain perspective and boost creativity. When most employees are clocked in nine to five everyday, tasks and responsibilities can easily become tiresome and essentially feel like a nagging chore. With self assigned work and vacation hours, employees have the chance to be their own boss, and the power of self-motivation should never be underestimated.

But what are the upsides of this for an employer?

Wouldn’t employees just begin to work less and thus cause inefficiency? 

Well, maybe. But trends over time could be very useful for employers. If staff is rarely taking vacations, the company may be overworked and understaffed. But if all staff is continuously taking vacation days, this could be a good sign the company is overstaffed.

Most companies currently still use the conventional office system, but in the near future many more companies could test this non-policy Branson and companies like Netflix have already embraced. If clear guidelines are imposed, employees should be able to recognize this does not condone a free-for all policy, and companies will then very likely see an increase in overall productivity.

Read more about the story here.

References:

Weiss, Geoff. “Richard Branson Announces Unlimited Vacation Policy for Virgin Staffers.” Entrepreneur. 24 Sept. 2014. Web. 24 Sept. 2014. <http://www.entrepreneur.com/article/237783>.

Hamlett, Christina. “How Stress Affects Your Work Performance.” Small Business. Web. 24 Sept. 2014. <http://smallbusiness.chron.com/stress-affects-work-performance-18040.html>.

Photo Credits:

Vacation. Thinkstock. Web. 24 Sept. 2014.

Weavers of clothing by Arthur & Henry (image from www.theguardian.com)

With the occurrence of events like the building collapse at Rana Plaza in Bangladesh in 2013, questions have arisen relating to the safety and business ethics of clothing companies manufacturing in Asia. But with companies like Arthur & Henry existing who aim to produce clothing ethically, it must not be presumed all Asian clothing factories are unethical.

Like the Stakeholder Theory suggests, Arthur & Henry’s business creates value not only for financiers, but for the customers, suppliers, employees and communities around. Production is done near cotton fields in India where locals need employment, and suppliers are treated well and given decent wages. This may all sound too good to be true, but Arthur & Henry’s business proves to be one that is maximizing benefit to workers and most importantly producing profit for financiers.

Although the majority of us desire to purchase low cost clothing, it is important to evaluate the possibility that many low cost clothing is produced where workers are being exploited and businesses are not profiting in ways which can support locals in poverty-stricken countries. Maximizing profit will always be inevitable for a business, but in the long run, an approach that is more ethical may prove to be more sustainable while creating value for all its stakeholders.

Reference:

Coorporateethics. “What is Stakeholder Theory? – R. Edward Freeman.” Online video clip. Youtube, 1 October 2009. Web. 10 September 2014. <https://www.youtube.com/embed/bIRUaLcvPe8>.

Evans, David. “Not all Asian clothing factories are unethical.” The Guardian. Guardian News and Media, 10 March 2014. <http://www.theguardian.com/fashion/grey-fox/2014/mar/10/ethical-asian-clothing-factories-arthur-henry>.