W7 Discussion: Lululemon: Turning Lemons into Lemonade

Chapter 12: Lululemon: Turning Lemons into Lemonade: 12-5 Positive Ethical Practices Book Title: Business Ethics: Ethical Decision Making and Cases Printed By: Kennisha Holloman ([email protected]) © 2019 Cengage Learning, Cengage Learning

12-5 Positive Ethical Practices

Despite the criticisms launched against Lululemon, the mission to help customers live a

better life continues. Lululemon defines having a better life as living healthier, leading to a

longer and more adequate life. Its mission to elevate humanity from mediocrity to greatness

demonstrates that it wants consumers and employees to achieve their maximum potential.

This is not too different from Abraham Maslow’s concept of self-actualization. Lululemon has

developed a manifesto to describe its way of business: “We are passionate about sweating

every day and we want the world to know it. Breathing deeply, drinking water, and getting

outside also top the list of things we can’t live without. Get to know our manifesto and learn

a little more about what lights our fire.”

This manifesto clearly shows the backbone of Lululemon and the way it does business. The

manifesto strives toward providing greatness to the people that use Lululemon products.

The higher prices Lululemon charges are a sign of excellence and the belief that it is selling

more than just clothing to the customers. It is a belief that the customer is buying a lifestyle

that comes with the Lululemon brand and the set of values that Lululemon is conveying in

the manifesto. As a result, Lululemon has gained a large following and clientele that believe

in its products.

Chapter 12: Lululemon: Turning Lemons into Lemonade: 12-5 Positive Ethical Practices Book Title: Business Ethics: Ethical Decision Making and Cases Printed By: Kennisha Holloman ([email protected]) © 2019 Cengage Learning, Cengage Learning

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