부산대학교 도서관

In 1974 Champion International Corporation could be described as a company in search of an image. In spite of being the nations fourthlargest forest products company at the time, with net income just under 100 million, Champion was a relative stranger on Wall Street — the result of what the company concedes was a lack of corporate direction, coupled with a poorly managed publicity campaign accompanying Champions switch from the U.S. PlywoodChampion Paper title in 1972. As Champion spokesperson Sallie Vandervort explains, “A company that has no image has a negative image.” Owing in part to this perception and in part to the companys desire to project itself as a positive, forwardlooking company, Champion mounted a 6.8 million advertising program, beginning in 1979, that stressed the importance of the future. Says Ms. Vandervort, “Champions goal was doubleedged. We wanted to conduct a viable and legitimate corporate campaign to improve our recognition in the business community. And, at the same time, we wanted to give the public a little food for thought.” Ms. Vandervort noted that, since Champions resources take anywhere from 25 to 60 years to develop, the company wanted to demonstrate its concern for the future, while stimulating public thinking about some of the issues and trends that will command societys attention over the next 20 years. The following article is condensed from a booklet of the same title that is distributed nationwide as part of Champions advertising program.