Sample Models

Model 2.67: ANP BOCR - Axel Springer Sustainability in Danger (2020)

Short Description

This model looked into a 2011 case about the German publishing giant Axel Springer. In essence, in 1993 Florian Nehm, the head of sustainability at Axel Springer was bombarded with a representative from Greenpeace as well as their media crew, an NGO focused on sustainability, and was asked “Do you know how much forest your magazines cost?” Shocked, Nehm did not have an answer for him. He never really put much thought to the paper that goes into making their magazines. From that point forward, Nehm committed to having a better understanding of all their product’s value chains from raw material to consumer. Fast forward to 2011, Nehm was reading some articles and noticed that some major tech companies like Apple were being exposed for utilizing “conflict minerals” in their tablets and smart phones. These conflict minerals are essentially raw materials like tin, gold, and tungsten determined by the Secretary of State to be financing the conflict in the Democratic Republic of the Congo. Upon reading this, Nehm pondered the implications this could have for Axel Springer. Even though they do not manufacture these devices or specifically use the conflict minerals firsthand, they rely on their consumers using these devices to read Axel Springer publications. Additionally, Axel Springer has used Apple products to develop applications within the company that help to showcase sales, revenues, forecasts, etc. Nehm was worried how this might make Axel Springer look. How should he respond on behalf of the company?

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