The Home Depot-Rainforest Action Network dispute: A lesson on issues and stakeholder management

https://doi.org/10.1016/S1066-7938(00)00046-4Get rights and content

The Home Depot and Rainforest Action Network dispute over “Old Growth Forests” shows a paradigm shift occurring within the consumer mindset about how consumer products come to market. This dispute illustrates the damages that occur in today's world when a traditional corporate strategy towards environmental activist claims turns into a full-fledged boycott of their business. Stalling and lack of resolution by Home Depot was considered to be directly opposed to consumer's eco-friendly disposition. This altered the company 's public image tremendously. As a result of this dispute, one can see the importance in today 's business environment to let go of old environmental strategies and look towards a more sustainable environmental practice. In order to gain the public's approval, these solutions need to be rolled out in a progressive fashion, not just when the pressure becomes too great to be overcome.

Endnotes (12)

  • World Resources Institute as Listed on Rainforest Action Network Web...
  • National Academy of Science as Listed on Rainforest Action Network Web...
  • Therese Welter, ‘Industry and the Environment A Farewell to Arms’, Industry Week, Vol. 239, No. 16.,p....
  • Patti Bond et al.

    Rain Forest Protest Environmentalists Log In On What Home Depot Sells’

    The Atlanta Journal-Constitution

    (October 29, 1998)
There are more references available in the full text version of this article.

Cited by (0)

View full text