Companies are much more than structures in which we work. Although they are not alive, we attribute human characteristics to them. When times are good, we say the company is “well”; when times are bad, we may try to “save” the company. Understandably, people have strong feelings about the place that provides them with income and benefits, challenges, satisfaction, self-esteem, and often lifelong friendships. In fact, excluding time spent sleeping, almost 50 percent of our lives are spent in this second “home” with our second “family.” It is important to examine how the culture and structure of these organizations influence the ethical decisions made within them.
Reference: FERRELL, FRAEDRICH, AND FERRELL (2013). BUSINESS ETHICS (10th ed.). Stamford, CT: Cengage Learning.
Read the Case Study entitled ” New Belgium Brewing: Ethical and Environmental Responsibility.”
Review the following websites and research additional material.
Policy + the Craft Beer Industry
A Splash of Beer, A Ripple of Awareness: Sustainability at New Belgium Brewing
Why New Belgium Brewing’s Employees Once Turned Down A Bonus To Invest In Wind Power Instead
Using the following questions, create a video presentation:
Create a presentation answering following questions:
1. What environmental issues does the New Belgium Brewing Company work to address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability?
2. Do you agree that New Belgium’s focus on social responsibility provides a key competitive advantage for the company? Why or why not?
3. Some segments of society contend that companies that sell alcoholic beverages and tobacco products cannot be socially responsible organizations because of the nature of their primary products. Do you believe New Belgium’s actions and initiatives are indicative of a socially responsible corporation? Why or why not?
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