Thursday, May 31, 2012

levi's strauss socail responsibility and values

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Our corporate values -- empathy, originality, integrity and courage -- are the foundation of our company and define who we are. They underlie how we compete in the marketplace and how we behave. They enable our vision of the future and reflect the legacy of our founder, Levi Strauss, who devoted substantial time and resources to charitable and philanthropic activities.These values guide our foundations giving programs, the support we provide to communities where we have a business presence, our employee community-involvement programs, and our code of ethical conduct for manufacturing and finishing contractors working with the company.

FOR EXAMPLE



Our commitment to equal employment opportunity and diversity pre-dates todays programs and began in the 140s when we desegregated our factories in California.

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In 168, we pioneered an employee volunteer effort called Community Involvement Teams or CITs. There are now 80 CITs worldwide.

For the past three years, we have been ranked as one of Americas 50 Best Companies for Minorities by Fortune Magazine.

We have played a leadership role in educational programs and policies regarding AIDS in the workplace.

We have made more than $5 million in grants for AIDS care and prevention in the last two decades and have received numerous awards and recognition for our efforts to combat the HIV epidemic.

In 11, we became the first worldwide company to establish a comprehensive ethical code of conduct for manufacturing and finishing contractors working with the company.

In 18, we received the U.S. Presidents Ron Brown Award for Corporate Leadership for outstanding achievements in employee and community relations. We were recognized for creating Project Change, an initiative of the Levi Strauss Foundation that combats institutional racism.

For more than three decades, we have promoted the active, local involvement of our 1,400 worldwide employees. In September 000, LS&CO. inaugurated Volunteer Day at our San Francisco Headquarters and has since expanded it beyond the United States and Canada to include sites throughout Latin America and Asia, as well as our Brussels office. In 00, more than ,00 employees volunteered more than 10,000 hours to 66 charitable organizations.

GIVING BACK



Our philanthropic funding is divided into three categories

The Levi Strauss Foundation

The Foundation is an independent legal entity that provides grants to community-based organizations working to create meaningful social change. The Levi Strauss Foundation funds programs worldwide where LS&CO. has a business presence and gives approximately $15 million annually. The Foundation also funds disaster relief efforts, makes charitable donations to organizations where employees volunteer, matches cash donations by employees to local charitable organizations, provides grants to community organizations located in LS&CO.s sourcing communities, and funds college scholarships for the dependents of LS&CO. employees.

Corporate Giving

LS&CO. makes charitable donations to smaller community organizations outside the United States. We also support branded philanthropy initiatives and sponsor select charitable fundraising activities throughout the world. LS&CO. has an annual charitable giving budget of approximately $ million and supports the Levi Strauss Foundation with periodic contributions.

Employee Community Involvement

Our employees are a big part of how we give back to our communities -- we invest in what is important to them. We encourage employees globally to give back to their communities through employee-led Community Involvement Teams and through the sponsorship of an annual volunteer day.

Our corporate values -- empathy, originality, integrity and courage -- are the foundation of our company and define who we are. They underlie how we compete in the marketplace and how we behave. They enable our vision of the future and reflect the legacy of our founder, Levi Strauss, who devoted substantial time and resources to charitable and philanthropic activities.These values guide our foundations giving programs, the support we provide to communities where we have a business presence, our employee community-involvement programs, and our code of ethical conduct for manufacturing and finishing contractors working with the company.

FOR EXAMPLE



Our commitment to equal employment opportunity and diversity pre-dates todays programs and began in the 140s when we desegregated our factories in California.

In 168, we pioneered an employee volunteer effort called Community Involvement Teams or CITs. There are now 80 CITs worldwide.

For the past three years, we have been ranked as one of Americas 50 Best Companies for Minorities by Fortune Magazine.

We have played a leadership role in educational programs and policies regarding AIDS in the workplace.

We have made more than $5 million in grants for AIDS care and prevention in the last two decades and have received numerous awards and recognition for our efforts to combat the HIV epidemic.

In 11, we became the first worldwide company to establish a comprehensive ethical code of conduct for manufacturing and finishing contractors working with the company.

In 18, we received the U.S. Presidents Ron Brown Award for Corporate Leadership for outstanding achievements in employee and community relations. We were recognized for creating Project Change, an initiative of the Levi Strauss Foundation that combats institutional racism.

For more than three decades, we have promoted the active, local involvement of our 1,400 worldwide employees. In September 000, LS&CO. inaugurated Volunteer Day at our San Francisco Headquarters and has since expanded it beyond the United States and Canada to include sites throughout Latin America and Asia, as well as our Brussels office. In 00, more than ,00 employees volunteered more than 10,000 hours to 66 charitable organizations.

GIVING BACK



Our philanthropic funding is divided into three categories

The Levi Strauss Foundation

The Foundation is an independent legal entity that provides grants to community-based organizations working to create meaningful social change. The Levi Strauss Foundation funds programs worldwide where LS&CO. has a business presence and gives approximately $15 million annually. The Foundation also funds disaster relief efforts, makes charitable donations to organizations where employees volunteer, matches cash donations by employees to local charitable organizations, provides grants to community organizations located in LS&CO.s sourcing communities, and funds college scholarships for the dependents of LS&CO. employees.

Corporate Giving

LS&CO. makes charitable donations to smaller community organizations outside the United States. We also support branded philanthropy initiatives and sponsor select charitable fundraising activities throughout the world. LS&CO. has an annual charitable giving budget of approximately $ million and supports the Levi Strauss Foundation with periodic contributions.

Employee Community Involvement

Our employees are a big part of how we give back to our communities -- we invest in what is important to them. We encourage employees globally to give back to their communities through employee-led Community Involvement Teams and through the sponsorship of an annual volunteer day.

VALUES Our values are fundamental to our success. They are the foundation of our company, define who we are and set us apart from the competition. They underlie our vision of the future, our business strategies and our decisions, actions and behaviors. We live by them. They endure. Four core values are at the heart of Levi Strauss & Co. Empathy, Originality, Integrity and Courage. These four values are linked. As we look at our history, we see a story of how our core values work together and are the source of our success. Empathy � Walking in Other Peoples Shoes Empathy begins with listening ... paying close attention to the world around us ... understanding, appreciating and meeting the needs of those we serve, including consumers, retail customers, shareholders and each other as employees. Levi Strauss and Jacob Davis listened. Jacob was the tailor who in the 1870s first fashioned heavy cotton cloth, thread and metal rivets into sturdy waist overalls for miners seeking durable work pants. Levi in turn met Jacobs needs for patenting and mass production of the product, enthusiastically embracing the idea and bringing it to life. The rest is history The two created what would become the most popular clothing in the world � blue jeans. Our history is filled with relevant examples of paying attention to the world around us. We listened. We innovated. We responded.

As early as 16 in the United States, the company advertised in Spanish, Portuguese and Chinese, reaching out to specific groups of often-neglected consumers.

In the 10s, consumers complained that the metal rivets on the back pockets of our jeans tended to scratch furniture, saddles and car seats. So we redesigned the way the pockets were sewn, placing the rivets underneath the fabric.

In 18, a group of company employees asked senior management for help in increasing awareness of a new and deadly disease affecting their lives. We quickly became a business leader in promoting AIDS awareness and education.

We believe in empathetic marketing, which means that we walk in our consumers shoes. In the companys early years, that meant making durable clothes for workers in the American West. Now, it means responding to the casual clothing needs of a broad range of consumers around the world. Understanding and appreciating needs � consumer insight � is central to our commercial success.

Being empathetic also means that we are inclusive. Levi Strauss sturdy work pants are sold worldwide in more than 80 countries. Their popularity is based on their egalitarian appeal and originality. They transcend cultural boundaries. Levis® jeans � the pants without pretense � are not just for any one part of society. Everyone wears them.

Inclusiveness underlies our consumer marketing beliefs and way of doing business. We bring our Levis® and Dockers® brands to consumers of all ages and lifestyles around the world. We reflect the diverse world we serve through the range and relevancy of our products and the way we market them. Likewise, our company workforce mirrors the marketplace in its diversity, helping us to understand and address differing consumer needs. We value ethnic, cultural and lifestyle diversity. And we depend and draw upon the varying backgrounds, knowledge, points of view and talents of each other.

As colleagues, we also are committed to helping one another succeed. We are sensitive to each others goals and interests, and we strive to ensure our mutual success through exceptional leadership, career development and supportive workplace practices.

Empathy also means engagement and compassion. Giving back to the people we serve and the communities we operate in is a big part of who we are. Levi Strauss was both a merchant and a philanthropist - a civic-minded leader who believed deeply in community service. His way lives on. The companys long-standing traditions of philanthropy, community involvement and employee volunteerism continue today and contribute to our commercial success.

Originality � Being Authentic and Innovative



Levi Strauss started it and forever earned a place in history. Today, the Levis® brand is an authentic American icon, known the world over.

Rooted in the rugged American West, Levis® jeans embody freedom and individuality. They are young at heart. Strong and adaptable, they have been worn by generations of individuals who have made them their own. They are a symbol of frontier independence, democratic idealism, social change and fun. Levis® jeans are both a work pant and a fashion statement � at once ordinary and extraordinary. Collectively, these attributes and values make the Levis® brand unlike any other.

Innovation is the hallmark of our history. It started with Levis® jeans, but that pioneering spirit permeates all aspects of our business � innovation in product and marketing, workplace practices and corporate citizenship. Creating trends. Setting new standards. Continuously improving through change. For example

We were the first U.S. apparel company to use radio and television to market our products.

With the introduction of the Dockers® brand in 186, we created an entirely new category of casual clothing in the United States, bridging the gap between suits and jeans. A year later, Dockers® khakis had become the fastest growing apparel brand in history. Throughout the 10s, we were instrumental in changing what office workers wear on the job.

Our European Levis® brand team reinvented classic five-pocket jeans in 1. Inspired by the shape and movement of the human body, Levis® Engineered Jeans™ were the first ergonomically designed jeans.

Now, more than ever, constant and meaningful innovation is critical to our commercial success. The worldwide business environment is fiercely competitive. Global trade, instantaneous communications and the ease of market entry are among the forces putting greater pressure on product and brand differentiation. To be successful, it is imperative that we change, competing in new and different ways that are relevant to the shifting times.

As the makers and keepers of Levi Strauss legacy, we must look at the world with fresh eyes and use the power of ideas to improve everything we do across all dimensions of our business, from modest improvements to total re-inventions. We must create product news that comes from the core qualities of our brands � comfort, style, value and the freedom of self-expression � attributes that consumers love and prefer.

Integrity � Doing the Right Thing



Ethical conduct and social responsibility characterize our way of doing business. We are honest and trustworthy. We do what we say we are going to do.

Integrity includes a willingness to do the right thing for our employees, brands, the company and society as a whole, even when personal, professional and social risks or economic pressures confront us. This principle of responsible commercial success is embedded in the companys experience. It continues to anchor our beliefs and behaviors today, and is one of the reasons consumers trust our brands. Our shareholders expect us to manage the company this way. It strengthens brand equity and drives sustained, profitable growth and superior return on investment. In fact, our experience has shown that our profits through principles approach to business is a point of competitive advantage.

This values-based way of working results in innovation

Our commitment to equal employment opportunity and diversity predates the U.S. Civil Rights movement and federally mandated desegregation by two decades. We opened integrated factories in California in the 140s. In the 150s, we combined our need for more production and our desire to open manufacturing plants in the American South into an opportunity to make change; we led our industry by sending a strong message that we would not locate new plants in Southern towns that imposed segregation. Our approach changed attitudes and helped to open the way for integration in other companies and industries.

In 11, we were the first multinational company to develop a comprehensive code of conduct to ensure that individuals making our products anywhere in the world would do so in safe and healthy working conditions and be treated with dignity and respect. Our Terms of Engagement are good for the people working on our behalf and good for the long-term reputation of our brands.

Trust is the most important value of a brand. Consumers feel more comfortable with brands they can trust. Increasingly, they are holding corporations accountable not only for their products but also for how they are made and marketed. Our brands are honest, dependable and trusted, a direct result of how we run our business.

Integrity is woven deeply into the fabric of our company. We have long believed that Quality Never Goes Out of Style®. Our products are guaranteed to perform. We make them that way. But quality goes beyond products We put quality in everything we do.

Courage � Standing Up For What We Believe



It takes courage to be great. Courage is the willingness to challenge hierarchy, accepted practices and conventional wisdom. Courage includes truth telling and acting resolutely on our beliefs. It means standing by our convictions. For example

It took courage to transform the company in the late 140s. That was when we made the tough decision to shift from dry goods wholesaling, which represented the majority of our business at the time, and to focus instead on making and selling jeans, jean jackets, shirts and Western wear. It was a foresighted � though risky � decision that enabled us to develop and prosper.

In the 180s, we took a similar, bold step to expand our U.S. channels of distribution to include two national retail chains, Sears and JCPenney. We wanted to provide consumers with greater access to our products. The move resulted in lost business in the short term because of a backlash from some important retail customers, but it set the stage for substantial growth.

We also demonstrated courage in our workplace practices. In 1, Levi Strauss & Co. became the first Fortune 500 company to extend full medical benefits to domestic partners of employees. While controversial at the time, this action foreshadowed the widespread acceptance of this benefit and positioned us as a progressive employer with prospective talent.

With courage and dedication, we act on our insights and beliefs, addressing the needs of those we serve in relevant and significant ways. We do this with an unwavering commitment to excellence. We hold ourselves accountable for attaining the high performance standards and results that are inherent in our goals. We learn from our mistakes. We change. This is how we build our brands and business. This is how we determine our own destiny and achieve our vision of the future.



The story of Levi Strauss & Co. and our brands is filled with examples of the key role our values have played in meeting consumer needs. Likewise, our brands embody many of the core values that our consumers live by. This is why our brands have stood the test of time.

Generations of people have worn our products as a symbol of freedom and self-expression in the face of adversity, challenge and social change. They forged a new territory called the American West. They fought in wars for peace. They instigated counterculture revolutions. They tore down the Berlin Wall. Reverent, irreverent � they all took a stand.

Indeed, it is this special relationship between our values, our consumers and our brands that is the basis of our success and drives our core purpose. It is the foundation of who we are and what we want to become

VISION



People love our clothes and trust our company.

We will market the most appealing and widely worn casual clothing in the world.

We will clothe the world.

Employee involvement.

LS&CO.s Employee Community Involvement program has been an integral part of our corporate social responsibility efforts for more than 5 years, and offers employees and retirees a variety of ways to get involved.

We encourage employees around the world to join one of our 80 Community Involvement Teams (CITs). Founded in 168, CITs are company-sponsored and employee-led groups that partner with local charitable organizations to identify needs, plan activities, and create volunteer and donation opportunities for LS&CO. employees and retirees. They also help to raise awareness among employees about important issues in their communities.

To encourage volunteerism, LS&CO. offers full-time U.S. employees up to five hours per month paid time off to volunteer at a charitable organization of their choice. Based on the success of this program, we are expanding it to employees in many other countries.

The Levi Strauss Foundation matches employee and contributions to charitable organizations and provides grants to organizations where they volunteer. To make this convenient, employees may donate online or through automatic payroll deductions.

In 000, LS&CO. inaugurated Volunteer Day at our San Francisco headquarters and has since expanded it to more than 0 locations in the U.S., Canada and Latin America, with plans to expand it worldwide this year. On Volunteer Day, LS&CO. employees engage in a variety of community activities ranging from painting murals at schools to planting gardens at community centers.





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