This case provides an example of how a global company with a strong commitment to sustainable business practices runs into trouble by failing to address issues related to responsible behaviour. By initiating a series of activities to restore reputation and implement sustainability practices, the company once more reclaim the lead in the industry. This case is written within the framework of a research project that explores the linkages between responsible leadership, sustainable business, innovation, and growth in Swedish-based corporations with a global outreach. The case is aiming for new management insights and examples of disruptive management practices. Read the case