MAS Holdings: Leveraging Corporate Responsibility

Authors: Paavola, N; Chattopadhyay, A
Source: INSEAD
Year: 2008
Number of pages: 26

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Abstract:

This case details the development and implementation of corporate social responsibility programs at MAS Holdings, a Sri Lankan manufacturer supplying undergarments and active wear to companies like Victoria's Secret, Marks and Spencer, Gap, Adidas and Nike. MAS Holdings finds itself caught between its own desire to be a socially responsible and sustainable organization (a desire shared by its customers), and the practical reality that customers tend to buy from the lowest cost producer. This prompts the company to explore the option of using its corporate responsibility programs to build a brand under the name 'MAS Go Beyond'. Several alternative approaches considered by MAS serve as the decision focus for the case in seeking to respond to the key question: How can doing good be converted into doing good business?