Proceedings of the International Association for Business and Society

Volume 10, 1999

Proceedings of the Tenth Annual Meeting

Monika I. Winn
Pages 951-952

Macmillan Bloedel
The British Columbia Forest Company Giant Changes Course

This case treats a century-old company in transition, in an industry beset by severe concerns for the natural environment. This case permits examining the firm's highly turbulent macro- and industry environment, its efforts to redefine critical stakeholder relationships, and its need to redirect its culture, strategy, and structure. A confluence of negative factors led to public questioning of the legitimacy of the firm's business practices, while sales were being pushed down and costs were increasing dramatically.