While the "quality and the craftsmanship [of Tiffany & Co.'s products] must stand the test of time," the conscience of a socially responsible attitude towards its products becomes an even more important element in order to make the customers appreciate the true value of its offer.
The added value of an "industry leader" approach concerning the social responsibility issues involved by the industry is also a desired course of action, as it brings positive effects on the environment and the fulfillment of ethical promises by the company, its ambassadorship within the industry brings even greater environmental benefits, through a stronger alliance to lobby and fight for the environment.
From a business point-of-view, it brings Tiffany's a differentiation point, giving it a competitive advantage in front of its competitors, something that just working with price, placement, promotion and products (marketing mix elements) can not entirely achieve.
This brings us to the discussion of the last point of the assessment: to consider whether the chosen best course of action is also in the best long-term interest of the business, as a profit-seeking institution.
When addressing this issue, I would like to point out that environmental issues become every day more important and more visible at global level. More and more NGOs and other organizations unite their forces in order to bring people awareness about the harms industries and people themselves bring to the nature, and the long-term effects of such actions.
As Kowalski himself noted, it is not that people "don't care" about the environmental hazards produced by the companies, they just "aren't aware" of them.
But in a world where so many forces fight for increased awareness and actions regarding the dangers of industries on safekeeping the planet, it is just a question of time that companies that choose to protect the planet are going to become the top preference of conscious customers.
This is exactly where I believe the advantage for Tiffany & Co. approaching in a "green" manner the issue of their gold (and any other natural resources for that matter) sourcing will come on long-term.
With customers more aware of the positive and negative effects of industries on the planet, the choice will...
As the narrow policy discussions regarding Physician-Assisted Suicide continue, we ought to encourage all presently existing and legal methods of reducing the painful sufferings during the last phase of life. References Drickamer, Margaret, a; Lee, Melinda. a; Ganzini, Linda. (1997, Jan 15) "Practical Issues in Physician-Assisted Suicide" Annals of Internal Medicine, vol. 126, no. 2, pp: 146-151. Emauel, Ezekiel. (1997, Mar) "Whose right to die?" The Atlantic Monthly, vol. 17, no. 2,
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