Forestry is obviously a good, if not complicated, investment at Kapowsin. The spotted owl and similar environmental issues do make forestry a trickier proposition. However, Champion can react with creativity instead of with ingrained but outmoded reactionary tactics.
3. Restricting access to certain forested lands due to the presence of endangered species encourages Champion to be more selective in how it uses its timber products. Secondly, Champion can use the spotted owl incident as an opportunity to prove the organization as a progressive, cutting-edge company dedicated to environmentalism as well as prosperity. Quality of life should be the new marketing focus for the Champion International brand. With increased dedication to quality over quantity, Champion can set itself apart from its competitors, while playing both sides of the field. On the one side, Champion is continuing to invest in lucrative Western forests and provide jobs for local loggers. Returns on investments will remain high, as the price of timber will increase if land use is restricted.
On the other side of the playing field, Champion plays the ironic role of conservationist. Hiring scientists who are committed to conservation to survey Champion-owned tree farms and hiring other biologists to ensure the integrity of the forests and the efficacy of tree harvesting projects will create skilled jobs. Similarly, Champion will be moving into the new era of progressive prosperity by developing new technologies and new designs that can maximize timber use while minimizing environmental degradation.
1. The old paradigm suggests that profitability and sustainability cannot go hand-in-hand. In fact, the new era and the new marketplace is demanding that all profit-making endeavors are environmentally sustainable. In fact, consumers need and want products that do not impede quality of life, or the aesthetic or intrinsic value of nature.
2. Too much risk in taking a progressive, creative stance over what is tried and true.
3. Not playing ball with.