New Belgium Brewing Ethical and Environmental Responsibility Term Paper

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New Belgium Brewing Company

New Belgium Brewing: Ethical and Environmental Responsibility

What are the main facts of the case?

The New Belgium Brewing Company is a small, relatively 'boutique' beer company specializing in the production of unique beers that are brewed in small batches. The company until recently relied mostly upon 'word of mouth' advertising and social media. It markets itself upon quality, in contrast to its major rivals such as Coors. Its recent expansion has demanded a more intensive advertising and marketing campaign to raise brand awareness. The company hired an 'edgy' New York firm and went with a conceptual advertisement: "Follow Your Folly …Ours Is Beer" (Ferrell, Fraedrich, & Ferrell 2011: 478). The firm markets itself to serious beer consumers -- who also have a serious interest in how their beers are made, ethically as well as in terms of their taste. NBB sees its ethical commitment as an integral part of its processes and philosophy.

Q2. What are the ethical issues that need to be addressed?

Sustainability and compassion to customers and the environment are the paramount issues of ethical concern for this organization.

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NBB began as such a small, intimate company, virtually every employee could write down the core values of the organization. As well as affirming the need to produce a high-quality product and to strive for continuous improvement in its manufacturing, the company's values also include a stress upon environmental sustainability and treating employees with dignity and respect. This ethos must be upheld, even if the company grows larger, given the extent to which it is an integral part of why the company was formed. Also, because NBB markets itself upon those values, rather than upon promoting its low, low prices, it is particularly vital that such ideals are upheld to distinguish the company from its competitors (Ferrell, Fraedrich, & Ferrell 2011: 479).

New Belgium tries to make sure that its policies are evident in actions, not just words, as manifested by its generous benefits program. Some of these benefits are advantageous mainly….....

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