Patagonia’s 'reverse psychology' works, says new CEO
13/02/2014
In an interview with The Guardian, a UK-based newspaper, Rose Marcario said that in her former roles in the public markets and private equity she’d seen business motivated strictly by shareholder profits, and was doubtful there could be any other way.
“I heard a lot about Patagonia over the years and I have to say I was sceptical about how it would work,” she said of the company’s philosophy. “But it basically converted me to this model that is really a healthy model, which is a private enterprise that cares about more stakeholders than just financial shareholders, which is how most of business is being structured.”
In 2011, the company launched a PR campaign called ‘Do not buy this jacket’.
However, it has more than doubled in size and tripled its profits since Ms Marcario joined as chief financial officer in 2008. She took over the helm at the start of February.
Share this story:
