Describe about the Business Ethics and Social Responsibility for Environmental Goods.
Introduction:
The New Belgium brewing company is a small business, which is intended to provide and makes the goods and services available in the small markets and help in the job creation. Their interest to serve is mainly inclined to the local community that is the local people and tackles the local issues. The company started on a very small scale, was a ‘home brewed business plan’ grown into and expanded to serve the end customers, and became the best brewing company of midsized. The marketing strategy of the NBB is to make the product quality and brand aligned with the business philosophy of the entity. The strategies of the company are to carry out its operations in an environment sustainable way, which would help in conserving the natural resources and reducing the wastes (Newbelgium.com, 2016). Apart from incorporating the environmental friendly technologies into its operations, the company is also involved in many philanthropy projects and programs, sponsoring the events to serve the community and enhance the lives of the people.
The company has received several awards in its environment conduction program and achieving the environmental sustainability. The company had gained competitive advantage in being socially responsible and environmental concerned as the customers would believe that the goods consumed by them is of good quality. It intends to involve the employees in contributing to the sustainability for which the company provides the employees with various incentives in kind and is provided with perks. This is possible if the consumers perceive that the company has a social concern towards it consumer base. NBB altogether takes into account the concern of its employees, environment, and social concern and incorporates all the concerns into its ethical culture to serve its stakeholders (Asher et al., 2003).
The new Belgium Brewing company stated itself to be socially responsible and environmentally friendly and has its core values and beliefs to be aligned with the statement. The company believes in the spirit with which the standards and the ethical codes are integrated in to the company.
Environmental issues that the company work to address:
The company mainly focuses on the conservation of the non renewable sources of energy. Though the company makes use of the renewable sources of energy for generating electric power, it is still dependant on the natural gas for heating of plants. The company is highly dependent on the use of fossils fuels as the distribution of products requires traveling long distance as a result of expansion. Waste reduction is another issue that the company has been putting efforts into. The company also addresses the issue of air pollution and it signed the BICEP climate declaration to address the issues of climatic changes. Conservation of the natural resources is the prime responsibility of the New Belgium Company (Ali et al., 2012).
The company work to address the above mentioned environmental issues and the strategic approach taken by it address such issues are as follows:
In order to reduce the negative impact of the business operation on the environment, the company incorporates cost efficient and energy saving alternatives in its conduct of business. NBB has installed a small grid to conserve the energy by communicating with the providers of electricity. The company seeks to incorporate life cycle analysis of the components of packaging so that its technology of transportation and refrigeration becomes more efficient.
Such system would make the facility of the municipal water treatment free form stains and extract the methane form the waste water. NBB make use of creative reuse and recycling strategies and recycle as many supplies such as office material, card boxes, and the glasses which are used for bottling purposes. The company intends to work with the partner to convert the methane producing bacteria into fish food that are rich in protein and is harvestable and make its employees to use the alternative means of transportation to combat air pollution. The company takes into serious consideration the three stewardship of environment (Bamforth & Cabras, 2016).
NBB continuously make use of the new ways to conserve the natural resources and has incorporated the techniques of green building and participated in the program intended for the energy and environment design for the buildings. Sun tubes are used by the firm in order to expose the brew house using the natural daytime lighting.
The employment of these guidelines would help the company in making the entire supply chain creatively sustainable as the guidelines enable the company to work closely with the suppliers who are eco friendly (Becker, 2013).
The company is the first fully wind power brewery by investing in the wind turbine. It is able to make use of the hot water used for boiling hops and barley to create after brew making an investing in the mist condenser. This is of great sage during the time of winter as it would de ice the room and heats the tiles of floors. The company has mainly chosen to focus on the environmental issues because the business in which the company is involved unethical in the eyes of many people.
The master products of the company are mainly brew and tobacco which are regarded as harmful to the environment and society. Therefore, because of the business in which the company is involved, the prime thing that the company should do to perform its operations ethically and this would be possible by doing it in an environmental sustainable way. The company incorporates social, economic and environmental factors in to the operation of its business (Bleier et al., 2013).
2: Yes, the New Belgium has a key competitive advantage over other companies due to its social and environmental concern. The branding attributes of the company is consistent and this is done by committing towards the repetitive ideals. Authenticity can be considered as one of the most effective tools of marketing.
The company is cost efficient in its operations and they focus on their changes by being socially responsible. The examples are the reusing of the several natural items such as barley and grain.
The company mainly focuses on the execution rather than just assigning the changes. The showcase of the commitment of the company about being socially responsible is reflected in the values and beliefs of the company (Boden, 2012).
The major competitive advantage for the firm is its emphasis on social responsibility. It strives to take an environment friendly step to their manufacturing processes and facility; consequently, it focuses on decreasing the amount of carbon footprints and energy uses as well. It has been their prime responsibility to incorporate environment friendly approach in every possible way. They were in fact the first ever-American brewery to use a wind turbine as a source of power rather than burning of the coal which emits harmful gases which has detrimental effect on the environment. Similarly there are many other approaches including the addition of steam condenser to recycle hot water for usage in the vicinity of the plant and moreover sun tubes are also being used which is used to provide natural sunlight to the plant , so we can say it is leaving no stone unturned for being eco friendly so as to save the natural resources , also the hops and barley are also saved for the purpose of feeding the livestock , further the employees are encouraged to be conservative individually by themselves riding their cruiser bikes while going and coming from their work (Houthoofd, & Heene, 1997).
New Belgium showcases their commitment of being socially responsible through many ways, the idea for the New Belgium Brewing company was coined with the bicycling trip of the American electrical engineer named Jeff Lebsech when he decided to market his beers. Slowly and gradually his brewery gained prominence when he built two brew houses , four quality labs assurance labs , a waste water treatment facility , a canning and bottling line and several other technological innovations as a result of which the New Belgium Brewery became even more prominent and was referred to as the ‘paradigm of environmental efficiencies’ . The NBB offers a variety of permanent and seasonal ales and pilsners, where the standard line of this company is known by a number of varieties including Sunshine wheat, Blue paddle, Abby , Shift , Tripped , Rampant (Stead & Stead, 2016). Currently the New Belgium’s products are widely distributed all over the world including the 38 states in addition to the State of Columbia, British Columbia and Alberta. Gradually this NBB which was just a fledging home brewed business became a world famous business thereby earning revenue and preserving the environmental resources, certainly it has a number of believers and purposes which includes
1) Producing world-class beers.
2) Promoting the beer culture and responsible enjoyment of beer
3) Continuous improvement of the efficiency
4) Creating potential through learning and participative management
5) Balancing the needs of the company and staffs
The New Belgium also takes pride in reducing waste through the proper waste management by the recycling and creative reusing techniques to reduce the total wastage and thereby increase the efficiency. The organization also focuses in the collaboration with several other partners in order to convert NBB wastewater to harvestable protein for fishes.
It also promotes the three R’s of environment that is Reduce, Reuse and Recycle. It promotes its employees to use alternative and less polluting modes of communication so that the environment is less polluted which will otherwise jeopardize our own existence. The company has been a proud member of BICEP (Business for innovative climate and energy policy). It has also actively taken part in green building techniques (Yenne, 2014).
3: The products of the company New Belgium Brewing company that is beer are injurious to the health of people as the main ingredient is alcohol used in their manufacturing and by the very nature of the primary product, it becomes the perception of people that a company producing such products would not be regarded as being socially responsible. However, there are the people that are inclined toward drinking beer and at the same time are environmentally geeks. Despite this fact, the initiatives and the actions, which the company is taking, would be regarded as being socially responsible and it is depicted from the very beliefs and values of the company of being socially responsible. The attributes of the primary product of the company that is beer does not reflect the things which the company does to pursue their beliefs and core values. For some of the product, sustainability factor becomes inherent to the product and unlike the case with the beer.NBB is a business that is sustainability oriented. For over twenty years, NBB has been practicing the environmentally sustainability efforts (Bumblauskas, 2015). Therefore, the actions of the New Belgium Brewing Company would be considered as being environmentally concerned and this is due to the following reasons:
TBL approach has been adopted by the company and it incorporates social, economic and environmental factors it the conducts of its business. The company is very much concerned about the impact of its business on the people it is serving and the planet as a whole. The company is socially concerned or not at the very instance becomes clear form its mission statement. The mission statement of the company clearly expresses its dedication toward the environment, its people and the customers (Cabra and Higgins 2016).
The company has an environmental stewardship of reducing or minimizing the consumption of resources and carry out its operation in a way the it maximize the efficiency and focuses on recycling the wastes to reduce its dependence on the non renewable resources (Sullivan, 2012).
The brand image of the company is linked with the quality of the products provided to the customers and the philosophy of the company being ‘environmentally friendliness’. The eco-friendly process of the firm plays a forefront factor for the employees. NBB has its own natural resources team which I responsible for developing the sustainability ideas. It makes use of environmental gadgets and has strong beliefs of serving and giving return to the community. It makes use of the techniques that would save energy and make it cost efficient and has made an investment in many technologies that are intended to save the energy (Crutzen, 2014).
The core values of the company is aligned with the sustainability priorities so it becomes very clear that the company has the priority of protecting the environment along with the operation of business. The company intends to take the political support for voicing the environment protection and is a member of various environmental groups such as BICEP , LEED- EB and has achieved many significant sustainability achievements in comparison to other companies in the brewing industry. Despite, several sustainability achievements, the company do not have any intention to halt the efforts towards sustainability. The company has adapted to the guideline of sustainability purchasing so that the sustainability is created trough out the entire supply chain (Farrell, 1998).
NBB is striving towards the enhancing the lives of people and improving the lives of communities. It has philanthropy community, which is responsible for making the funding decisions, and they operate by involving the community. A number of events is sponsored by the company, which involves mainly sports, that is powered by humans and are of least damage to the natural environment and the company has main focus on this area for which it sponsors the event (Madsen and Wu 2016). The company is supporting several nonprofit organization of social, cycling and environment.
The NBB being a corporation that is socially responsible is also depicted for the organizational success that it has achieved over the years. The company has received various ethical awards for its dedication towards the environment. The people applaud the philanthropy and the sustainability initiatives taken by the company. However, it is believed by many people that the company having its primary product as alcohol cannot be held as socially responsible but the company is willing to do everything to make a contribution to the societies who would choose to drink the alcohol responsibly (Lynch, 2016).
Conclusion:
The New Belgium Brewing Company is a sustainability-oriented company and the sustainability factor is its priority in the conduct of its business. The company is concerned for its employees, environment, community which has enable it to gain competitive advantage in the brewing industry. The NBB Company is regarded as the company, which carries out its business in an ethical and responsible way, and it needs to be applauded for making the genuine efforts to take the initiatives to conserve the resources and protect the environment. It is better all around when compared to its competitors in terms of being socially concerned. However, the craft breweries are intending to compete with the NBB and it calls for the company to compete against the craft beers. Therefore, it must engage itself in the competitive analysis and the environmental scanning to stand and sustain in the growing environment of competition.
The company needs to be careful with their marketing activities in the future to continue contributing to the sustainability efforts. The company sponsoring and promoting the ‘human powered’ sports is a very good efforts as it has minimal environmental damage and the company needs to be careful about its sports fan and their demographics. Most of the sports have children fan and hence the company should be careful in selecting the fan base. It should select that fan base that have entered into the legal drinking age and they need to promote the responsible drinking and as the consumption of alcohol does not make the person cool, therefore the company should avoid portraying the similar statement. NBB works to give back to community make it utmost responsible when it comes to serve the society. The company can improve and put in some extra efforts to serve the community if it joins hands with some organizations such as “Mother against drunk driving”. This would give the communities and let them be aware about the desire of the company to serve them.
Reference:
About the brewery | Take a brewery tour | Our history . Newbelgium.com. (2016). Retrieved 19 September 2016, from https://www.newbelgium.com/Brewery
Ali, S., Caum, A., Hall, N., Haney, A., Lepre, J., & Zimmerman, Z. (2012). Sustainability report: A comparison between New Belgium and Budweiser Beer.
Asher, C., Bidner, E., & Greene, C. (2003). New Belgium Brewing Company: Brewing With A Conscience. Denver, Denver Health Science Centre PO Box, 173364.
Bamforth, C. W., & Cabras, I. (2016). Interesting Times: Changes for Brewing. In Brewing, Beer and Pubs (pp. 15-33). Palgrave Macmillan UK.
Becker, W. S. (2013). Socially Responsible and Sustainable Supply Chains (Chapter 9). Green Organizations: Driving Change with IO Psychology, S. Klein and AH Huffman, eds., Routledge.
Bleier, B., Callahan, A., Farmer, S., & Min, H. (2013). Craft Beer Production.
Boden, M. (2012). Achieving Sustainability In The Craft Brewing Industry.
Bumblauskas, D. P. (2015). Sustainable Operations Management and Benchmarking in Brewing at New Belgium. Journal of Business and Entrepreneurship, 27(1), 155.
Cabras, I. and Higgins, D.M., 2016. Beer, brewing, and business history.Business History, 58(5), pp.609-624.
Crutzen, N. (2014). The case of Belgium. In Corporate Sustainability in International Comparison (pp. 53-67). Springer International Publishing.
Farrell, J. (1998). New Belgium brewing Company Focuses on Efficiency.Energy Services Bulletin. Western Area Power Administration, Lakewood, Colorado.
Hardwick, W. (Ed.). (1994). Handbook of brewing. CRC Press.
Houthoofd, N., & Heene, A. (1997). Strategic groups as subsets of strategic scope groups in the Belgian brewing industry. Strategic Management Journal, 18(8), 653-666.
Jacques, F. (2015). Drinking locally: The implications, from a sustainability perspective, of emerging Belgian microbreweries. IIIEE Master thesis.
Lynch, S. L. (2016). Business Case Studies in Sustainability Practices.
Madsen, E.S. and Wu, Y., 2016. Marketing and Globalization of the Brewing Industry. In Brewing, Beer and Pubs (pp. 34-53). Palgrave Macmillan UK.
Mensour, N. A., Margaritis, A., Briens, C. L., Pilkington, H., & Russell, I. (1997). New developments in the brewing industry using immobilised yeast cell bioreactor systems. Journal of the Institute of Brewing, 103(6), 363-370.
Mensour, N. A., Margaritis, A., Briens, C. L., Pilkington, H., & Russell, I. (1996). Application of immobilized yeast cells in the brewing industry.Progress in Biotechnology, 11, 661-671.
Myers, E. L., & Ficke, S. H. (2016). North Carolina Craft Beer & Breweries. John F. Blair, Publisher.
New Belgium Brewing: From a Belgian bike trip to 100% employee ownership . Newbelgium.com. (2016).Retrieved 19 September 2016, from https://www.newbelgium.com/Brewery/company
Oliver, G., & Colicchio, T. (2012). The Oxford companion to beer. Oxford University Press.
Reid, N., McLaughlin, R. B., & Moore, M. S. (2014). From yellow fizz to big biz: American craft beer comes of age. Focus on Geography, 57(3), 114-125.
Stead, J. G., & Stead, W. E. (2016). Spiritual Capabilities: Keys to Successful Sustainable Strategic Management. In Spirituality and Sustainability (pp. 89-103). Springer International Publishing.
Sullivan, L. (2012). Trouble brewing: the risks of running a craft brewery. Risk Management, 59(5), 14-19.
Yenne, B. (2014). Beer: The Ultimate World Tour. Race Point Pub.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download