Strategic management case study on creating a learning (2)
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New Belgium Brewing strives to be an ethical and environmentally responsible company. They have implemented various sustainability initiatives such as using wind power, capturing steam for reuse, and incorporating natural lighting. The company also treats employees well and engages in strategic philanthropy through community sponsorships and donations. While some argue companies producing alcoholic beverages cannot be socially responsible, New Belgium's actions indicate it is a role model in prioritizing ethics, social initiatives, and reducing environmental impact.
Strategic management case study on creating a learning (2)
- 1. Strategic Management Case Study on Creating a Learning Organization and an Ethical Organization By: Agacita | Amoin | Bano | Misa | Monroid | Tabar
- 2. CASE STUDY New Belgium Brewing: Ethical and Environmental Responsibility
- 3. H Belgium is known Bicycling trip Jeff Lebesch, an for its ales through Belgium electrical engineer I S If he could Began produce high – Acquired special experimenting in T strain of yeast quality beers Colorado O Decided to market Opened for Technological R business in 1991 – them tiny basement innovations Y Paradigm of Ad campaign “Follow your folly - environmental targets men ages Ours is Beer efficiencies 25 - 44
- 4. Corporate social responsibility Gains momentum beyond the courtroom to the far more powerful marketplace current and future manager of business must realize that business ethics not so much about the installation of compliance codes and standards Necessity for Ethical, values-driven company
- 5. Mission statement C B • To operate a profitable brewery which makes our love and talent manifest O E Core values and beliefs • Producing world-class beers R L • Promoting beer culture and the responsible enjoyment of beer E I • Continuous, innovative quality and efficiency improvements • Transcending customers’ expectations E • Environmental stewardship: minimizing resource consumption, maximizing energy efficiency, and recycling F • Kindling social, environmental, and cultural change as a business role model S • Cultivating potential: through learning, participative • management, and the pursuit of opportunities • Balancing the myriad needs of the company, • staff, and their families • Committing ourselves to authentic relationships, • communications, and promises • Having Fun.
- 6. Recognizing employees’ role in the company’s success paid health, dental insurance and retirement plans employees get a free lunch every other week Free massage once a year Can bring their children or dogs to work Employees who stays for five years can earn a paid trip to Belgium to study beer culture employees can earn stock in the privately held corporation New Belgium’s employees now own one-third of the growing brewery Open book management lets employees see the financial costs and performance
- 7. first fully wind-powered brewery in the United States employing a steam condenser that captures and reuses the hot water that boils the barley and hops in the production process to start the next brew using “sun tubes,” which provide natural daytime lighting throughout the brew house all year long reducing waste through recycling and creative reuse strategies gives its employees “cruiser bikes” agreed to participate in the United States Green Building Council's Leadership in Energy and Environment Design for Existing Buildings (LEED-EB) pilot program.
- 8. donated more than 1.6 million dollars to organizations in the communities in which they do business. For every barrel of beer sold the prior year, NB donates $1 to philanthropic causes within their distribution territory “human-powered” sports that cause minimal damage to the natural environment event sponsorships, such as the Tour de Fat, NBB supports various environmental, social, and cycling nonprofit organizations benefit more than five thousand local people with multiple sclerosis improving parks and bike trails
- 9. Business Ethics magazine’s Business Ethics Awards O S dedication to environmental excellence in every part of its innovative brewing process R U G C A C Better Business Bureau’s 2002 Torch Award N E Outstanding Marketplace Ethics competition Honorable mention I S Z S A Rocky Mountain Region Entrepreneur of the Year Award T I O Great American Beer Festival N best mid-sized brewing company of the year best mid-sized brew master A L Medals for different brews Abbey Belgian Style Ale Blue Paddle Pilsner LaFolie specialty ale Environmental Protection Agency's regional Environmental Achievement Award.
- 10. • What environmental issues does the New Belgium Brewing Company work to address? Q • How has NBB taken a strategic approach to addressing these issues? U 1 • Why do you think the company has chosen to focus on environmental E issues? S T • Are New Belgium’s social initiatives indicative of I strategic philanthropy? O 2 • Why or why not? N S • Some segments of society vigorously 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 that New Belgium Brewing Company’s actions and initiatives are indicative of an ethical and socially responsible 3 corporation? Why or why not? • What else could New Belgium do to foster ethical and responsible conduct?
- 11. 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 chosen to focus on environmental issues?
- 12. New Belgium Brewing strives to reduce its impact on the environment. NBB invested in a wind turbine, making it the first fully wind powered brewery in the United States. NBB has also incorporated a steam condenser that captures and reuses hot water used for boiling barley and hops to start the next brew. The steam is also redirected to heat the floor tiles and de-ice the loading docks during winter. NBB has also incorporated sun tubes that help to light the brew house with natural daylight, along with many other energy saving processes. We believe that the company has chosen to focus on the environment because of the owner’s love of the out-doors.
- 13. In addition to their environmental responsibility, New Belgium Brewing treats its employees and the surrounding community in an ethical manner. They operate on an open book basis and sponsor community events. In its mission statement, the New Belgium Brewing Company mentions the important of “kindling social, environmental and cultural change as a business role model.” The measures that New Belgium Brewing has taken to be environmentally and socially responsible conclude that this company is a role model for others, and it has been recognized as such. “It’s a great honor to be recognized as a company where people love what they do and truly enjoy coming to work. One of New Belgium’s core values is having fun, and that’s a very important and fulfilling piece of our culture. At New Belgium, we will always look to the far horizon for ways of improving our systems, minimizing our impact and helping other business follow their own path toward more sustainable practices.” The path towards sustainability will always be a learning process. New Belgium is committed to examining each choice; we face to find the way that best honors both our human stakeholders and the Earth.
- 14. New Belgium focuses heavily on the use of environmentally friendly technologies. It’s costly to implement, but they benefit not only the environment, but New Belgium saves money in the long run. They are totally dependent on wind mill power, which save an enormous amount of money on electricity. They have begun recycling their own waste and using the ethanol extracted to generate power. Their practices for cooling and natural lighting make them an example for all large power users to emulate, all the while saving them money.
- 15. 2. Are New Belgium’s social initiatives indicative of strategic philanthropy? Why or why not?
- 16. We believe that this is a case of strategic philanthropy. The owner of organization introduces that type of business which is harmful for environment. Then he takes some steps to reduce this impact in environment. It is not a philanthropic work for society. It is a one of a kind of advertising. Because of they take this all action from making profit from NBB’s. So 1st they making profit from an unethical business then they use their profit in some activities which will reduce their negative impact from environment. Like selling tobacco this is harmful for public health, it pollutes our air, crop, cultivation, water and so on. Then alcohol is another dangerous toxin what can take a man in door of dead easily. From use of alcohol people affected by
- 17. Many business owners and managers see corporate social responsibility (CSR) as something that’s nice to do but not really connected to growing the business and profits. Corporate social responsibility (CSR) is a form of corporate self – regulation integrated into a business model. CSR policy would function as a built – in, self – regulating mechanism whereby business would monitor and ensure its support to law, ethical standards and international norms. Social responsibility is an ethical or ideological theory that business should not function amorally but instead should contribute to the welfare of their communities and an entity whether it is government, corporation, organization or individual has a big responsibility to society at large.
- 18. The need to be socially responsible is because to recognize the healthy and vibrant communities, who are key to our ability to attract, retain and develop talented employees, and to operate a successful and growing enterprise. The quality of the community’s educational system is key to the skills of our employee force and the vibrancy of the community as a good place to live is key to our being able to attract and keep the best employees. Most importantly, we are socially responsible because it is clearly the right thing to do.
- 19. Although most of the companies frequently cited as examples of ethical and socially responsible firms are large corporations, it is the social responsibility initiatives of small business that often have the greatest impact on local communities and neighborhoods. These business create jobs and provide goods and services for customers in smaller markets that larger corporations often are not interested in serving. Moreover, they also contribute money, resources and volunteer time to local causes. Their owners often serve as community and neighborhood leaders, and many choose to apply their skills and some of the fruits of their success to tackling local problems and issues that benefit everyone in the community. Managers and employees become role models for ethical and socially responsible actions.
- 20. The company has chosen to include drug and alcohol awareness programs in their mix of charitable causes. These two points are convincing in a way that they are aware of this trend and are working to control potential problems as well as perceptions of the public. They recycle and reuse solid, through process plant wastewater and give away their barley and hops grain to farmers who need only to pick it up themselves to use for feed.
- 21. 3. Some segments of society vigorously 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 that New Belgium Brewing Company’s actions and initiatives are indicative of an ethical and socially responsible corporation? Why or why not? What else could New Belgium do to foster ethical and responsible conduct?
- 22. People will purchase alcohol and tobacco products regardless of who is manufacturing it. Just because a company manufactures alcohol, which is legal, does not make them irresponsible. The consumers are the ones that ultimately act irresponsibly. If they are promoting responsible drinking and discouraging the sale of alcohol to minors, then I believe that they are being ethically and socially responsible. If they can go into business, being environmentally friendly in their manufacturing and be socially responsible and keep another company from succeeding, then it will be better all around. Whether it is NBB or some else just looking to make a profit at any cost, someone will be there to manufacture alcohol and tobacco. We should applaud the companies that make genuine efforts to do the right things ethically, environmentally and socially.
- 23. Tobacco and brew products are harmful for society and environment. Alcohols have a dangerous effect for human body. Blood cancer, liver cancer and many other deadly diseases are attack because of using alcohol. Disadvantages of alcohol are: source of energy in the diet but with no other nutrients. In high concentrations or with repeated use can be toxic and cause liver damage. It can cause poor judgment, concentration, balance and coordination. Driving with significant blood alcohol can lead to accidents, arrest and imprisonment. So, their business is unethical from our view point and not of law. In ethics, we learn “Ethics and Law are not the same.” But the company is appreciable for taking some steps to save environment where other companies are silent. New Belgium’s social responsibility has built its brand. Beer drinkers base their choice on taste. But there’s also plenty of evidence that they want to support a company that’s doing good things. For New Belgium that sense of purpose includes a commitment to sustainability.