Patagonia's Intellectual Assets

Patagonia Inc. relies heavily on their intellectual capital to create an edge for the company. The firm’s positive reputation, employee loyalty, good customer relationships, and strong company values place Patagonia in a leadership position when it comes to intangible resources. Patagonia’s intellectual assets include both their human capital, such as dedicated employees, and their social capital, such as their internal and external relationships.

Patagonia is able to attract a strong workforce by sound recruiting approaches and networking. One concern in particular Patagonia focuses on when hiring is to make sure a job candidate shares the same values that the company holds so highly. It would be important that a prospective employee fit into the environmentally conscious mentality of the firm and share in the company’s love for the outdoors.

In order to continually develop human capital, Patagonia offers on-the-job training to employees and constantly promotes creativity. The laid-back culture of the firm allows for job sharing and employees to be flexible when it comes to their schedule. Patagonia looks to hold true to their values and traditions when developing human capital.

Patagonia is able to retain their human capital by offering challenging work in a stimulating environment and relating their mission and values to those of their employees. A particular employee might find work at Patagonia empowering because they know that what they are doing is making a difference in the world, notably in the environment. The friendly culture of Patagonia entices employees to stick around; especially since they can take part in company sponsored skiing trips, run around their office barefoot, or even go surfing at lunch.