This case describes how Jochen Zeitz’ perspective of sustainability changed over time as CEO of Puma, and how this change of the company leader’s mind-set influenced Puma’s business model and the company’s approach to sustainable business policies and practices. The theoretical basis for the case discussion is Jochen Zeitz’ cognitive complexity in the context of corporate sustainability. Understanding the cognitive development of Zeitz as leader of Puma provides students with an understanding of the co-evolution of leaders’ cognitive complexity and proactive corporate sustainability initiatives over time. The case also illustrates the importance of developing a more complex mindset that also includes non-business lenses.
GRÖSCHL, S. (2017). The Whys and Hows of Becoming a Responsible Leader: The Case of Puma’s Jochen Zeitz. ESSEC Business School.