Innovative Strategies to Create a Disruptive Brand
2,309 views · Published 24 February 2012 · 58:50 · Indexed 22 September 2026
Channel: Duke University - The Fuqua School of Business · 2012 · Education
Jill Dumain, Director of Environmental Strategy at Patagonia, discusses Patagonia's humble beginnings, their core values, their mission statement (that has no mention of clothes), and their obsession with transparency. She proves that even as a small company, Patagonia can pack a large punch in the apparel industry.
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