preview

REI Case Study Essay

Good Essays

Recreational Equipment Incorporated (REI) is an innovative retailer of outdoor equipment and apparel. Since 1938, the recreational retailer has strived to provide its customers with the best equipment, at reasonable prices, while supporting conservation and education initiatives. Utilizing the mission statement “We inspire, educate and outfit for a lifetime of adventure and stewardship,” REI is an exemplary example of how corporate diversity can boost a company’s productivity and innovation (REI, 2014). This case study will discuss the internal and external diversity initiatives of REI and their effect on the organization’s performance. Topics will include a general background of the organization and industry, discussions on the types of diversity in the company, organizational procedures that support diversity and an analysis of how the organization can improve in the area of diversity. Background Born from the frustrations of two avid ice climbers, who were unable to find reasonably priced ice-axes, REI has been proving outdoor equipment since 1938 (REI, n.d.). The origins of the company begin with Lloyd Anderson, who finally found the ice axes he was looking for in Austria. REI officially began when Mr. Anderson create a …show more content…

4). According to the annual REI Stewardship Report (2014), this desire to embrace diversity extends beyond the walls of the company itself, and into the great outdoors. The organization’s vision includes seeing a more diverse representation of the populace enjoying the attributes of nature and other outdoor pursuits. To that end, the organization has developed a three-pronged strategy to fulfill their vision of organizational

Get Access