...and reinforce competitive advantage in the market while protecting the capital base. The balance of power has shifted between corporations and it is important to balance economic prosperity along with environmental and social dimensions. Sustainable business strategy represents a marked shift in traditional business practices and companies who do not adapt to the changes in these practices in order to achieve sustainable profitability will be more likely to face the brand value decline or even extinction in the future. For instance, the change represents the need to understand how all three dimensions affect each other and companies ought to consciously create new consumer preferences. However, a lot of companies still are missing guidelines to implementing a marketing strategy of sustainability as an essential part, which is at the core of ensuring organizational, social, economic and environment growth while managing overconsumption issues (White, 2011). Current researches tend to focus on developing a more sustainable approach on product design, pricing, promotion and distribution when it comes to the sustainable business strategy and companies are widely integrating this approach. On the other hand, the theoretical practices of promoting sustainable consumption in customer-citizens are an emerging potential for further development of sustainability. As a...
Words: 3789 - Pages: 16
...contributions to surrounding communities, and become leaders as they set social agendas and enact initiatives to address community issues. Such is the case for the New Belgium Brewing Company (NBB), which has gone to great lengths to incorporate environmentally sensitive and energy-saving alternatives into its brewery process. For example, it was the first brewery in America to be completely wind powered, and its brewery is LEED certified. The company is constantly experimenting with ways to reduce water consumption and waste, and to recycle a greater proportion of waste products. Currently, the company recycles around three-quarters of all of its waste. The brewery even donates barley and hop mash leftover from the brewing process to local pig farmers to use as feed. NBB has developed an organic wheat beer, making it one of the largest craft brewers in the country to do so. Beyond its commitment to the environment, New Belgium Brewing has become a model for social responsibility as a result of its philanthropic efforts in the states in which it is distributed. For example, for every barrel of beer sold, NBB donates $1 to a philanthropic cause within that state, amounting to nearly a half a million dollars annually. NBB also donates 1 percent of its profits to environmental causes. Because its primary product is beer, New Belgium focuses a lot of efforts on education about alcohol abuse and encouraging responsible consumption. Discussion 1. What environmental issues does the New...
Words: 945 - Pages: 4
...Should marketers be responsible for the way their products are used by consumers? This is the main question of this essay, essentially focused on alcohol advertising targeting the young. It is very important to analyze such a subject to identify the responsibilities of each party and identify some possible solutions to preserve the health of consumers and keep good image of the corporate. The following development analyzes the responsibility of the marketers, consumers and government. That is to say that the responsibilities should be shared between these three parties. It’s clear that marketers (firms) have a greater part of responsibility than others, since they have to care about the welfare of all the stakeholders, including consumers. Marketers should work ethically and follow the corporate social responsibility. But foremost, it is important to define Corporate Social Responsibility, which is a most important concept actually in the business world. After the definition, the essay will show how marketing can drive consumers’ buying decision, demonstrate consumers’ irresponsible behavior and the government’s carelessness. Thus, what is CSR? Corporate Social Responsibility (CSR) is “a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis” (European Commission, 2006). For some researchers, this view of the corporation stands in stark contrast with the neo-classical...
Words: 1505 - Pages: 7
...drinks alcohol. Aside from being illegal, it is a widespread public health problem that poses much risk attracting many developing adolescents and teens. The use of alcohol is a worldwide concern resulting to millions of death, including hundreds of thousands of young lives lost. Indicators revealed that underage drinking seem to be on the rise among the adolescents. Statistics showed the assessment of the five-year trend of under-age drinking where out of 73 responding countries, 71 percent indicated an increase, 4 percent a decrease, 8 percent were stable and 16 percent showed inconclusive trends (World Health Organization [WHO] Global Survey on Alcohol and Health, 2011). According to the World Health Report (2002) alcohol is responsible for 4 percent of total diseases burden and 3.2 percent of all premature deaths. It is associated with more than 60 types of diseases and other health conditions, including mental disorders and suicide, several types of cancer, and other non- communicable diseases such as cirrhosis, as well as intentional and unintentional injuries. It is very dangerous and harmful for the health and well-being of people especially the young ones who are considered the future nation-builders. Though progress and movements have been being made, underage drinking remains a persistent problem. In the Philippines, alcohol is widely consumed by the youth. According to the Drug and Abuse Rehab Asia (2009), the Filipinos are the second highest consumers of alcohol...
Words: 1605 - Pages: 7
...Brewing (NBB) was born as a commercially sold product in 1991 in the basement of Jeff Lebesch and Kim Jordan. They founded their company based on a set of core company values that promote ethics, ecology, and economics, the foundation of the new sustainable business paradigm. Since its inception, NBB has tackled many environmental issues strategically and as a responsible corporate citizen. The company has made it a part of their culture to save, to conserve, to preserve for posterity, and to leave as little of a carbon footprint as possible in the creation of their product. The company’s focus on environmental issues is so amazing and atypical of the corporate world; it leaves one questioning “Why do they do it?” Are they doing this for strategic philanthropy or is this company truly a steward of the environment and the people they serve? There are multiple vectors within society which claim that a producer of an alcoholic beverage cannot be socially responsible secondary to the nature of the product they produce. Are New Belgium Brewing Company’s actions and initiatives indicative of an ethical and socially responsible corporation?...
Words: 1368 - Pages: 6
...A Short Memorandum on Law, Regulation, and Consumption Dr. Bronwen Morgan A. Standard Economic Approaches A highly simplified standard (neoclassical) economic account of the relationship between law, regulation and consumption would posit that, first, the arena for consumption is constituted at a background level by law. General legal rules of contract provide the framework within which consumption choices are made, while general legal rules of tort, or wrongful harm, provide a post-hoc means of remedying a range of the possible damage or harm that might flow from consumption choices. Regulation enters the picture in both specific and general ways, all of which aim essentially to pre-emptively correct market failures that might harm vulnerable consumers. General statutory consumer protection rules (for example prohibiting certain terms in standard contracts, or unfair pressure in situations of unequal bargaining power) are supplemented by sector-specific statutory attempts to mitigate or prevent particular harms and risks that might be suffered by consumers, whether through poor water quality, contaminated food, morally offensive publications for children or the like. In this picture, regulation is the skeleton that gives shape and structure to a well-functioning market society. Regulation, as Karl Polanyi argued so eloquently many decades ago, constitutes the market. Neoclassical perspectives have in recent years adopted the Polanyian appreciation of the importance...
Words: 2784 - Pages: 12
...barrels of beer. In 2011 the company produced 713,000 barrels. The company waste diversion efforts are paying off. In 2011 94.38 the latest waste diversion is 94.38% diverted and 5.62% landfill as opposed to 88% diverted and 8.5% landfill in 2009. Energy consumption is seeing a reduction each year. Energy reduction has gone from 158MJ/hl in 2008 to 138MJ/hl in 2011. This can be partially attributed to the November 2009 implementation of the largest private array of photovoltaic solar panels in Colorado. The 870 panels mounted atop the bottling plant produce 200kW of power output helping to reduce power consumption from the grid. In March of 2012 New Belgium Brewery launched it can line to tap into a new market. In April of 2012 the company chose Asheville North Carolina as the site for their East Coast Brewery. In January of 2013 New Belgium Brewery became 100% employee owned and lastly in April 2013 they completely commit to the technology trend by releasing a mobile app for Android and iOS.(www.newbelgium.com[->0]) Strengths Strong brand loyalty Well treated employees who enjoy their job Extensive line of different beers Respected company because they are environmentally, socially and ethically responsible Technical expertise of staff and brew...
Words: 2316 - Pages: 10
...1. Nike: From Sweatshops to Leadership in Employment Practices 2. Starbuck’ mission: Social responsibility and brand strength 3. New Belgium Breweries: Ethical and Environmental Responsibilities You will be required to answer to the end of case questions. I expect personal opinion, don’t try to copy from a template somewhere Test 2: StarBuck Case 2 Starbucks’ Mission: Social Responsibility and Brand Strength Case Notes for Instructors: Students will likely have strong opinions regarding Starbucks. Many may be committed patrons who view Starbucks as a socially responsible company committed to green practices and free-trade coffee. Others might dislike Starbucks because it is a large chain that pushes out smaller local competitors. Another possible reason students may be opposed to Starbucks are its prices, which are higher than many of its competitors. Starbucks seems to be able to justify its higher prices because the company sells more than just coffee—it sells an experience. Starbucks patrons can order specialty drinks and hang out in what founder Howard Schultz envisioned to be the “third place” to be after home and work. Love it or hate it, Starbucks has been very successful at branding. Starbucks has had a profound influence on the U.S. coffee market. Before Starbucks came onto the scene, people perceived coffee as an uninteresting product largely consumed by older people in the United States. It did not have the “cool” factor or the cache that it does...
Words: 2934 - Pages: 12
...------------------------------------------------- Corporate Social Responsibility in marketing and advertising ABSTRACT The area of corporate social responsibility (CSR) is a constantly evolving field with direct impact on an organizations strategies and success, and it has become an important part of how the beer making industry promotes and advertises itself. Current portrayals of corporate social responsibility in the beer making industry are misleading and do not show the true nature of these practices. Relatively little research has been conducted on how the beer making industry promotes corporate social responsibility in their attempt to promote and facilitate other business interests. This case study will attempt to investigate the beer making industry’s recent corporate social responsibility endeavors and engagements and explain how they run in concurrence or adjacent to the industry’s political and corporate strategies. Anheuser-Busch Companies, Inc. is an American brewing company and a wholly owned subsidiary of Anheuser-Busch InBev (AB InBev). The company operates 13 breweries in the United States and became the largest brewer in the United States in 1957. They also currently have four of the top ten selling beers and rank as one of the top five consumer products companies in the world. Anheuser-Busch International, Inc. was established in 1981 as a subsidiary responsible for the company's international operations and equity investments. Their stance on responsible drinking is moderation, but...
Words: 2563 - Pages: 11
...Name: Institutional Affiliation: Date: Ethical Consumerism Report Executive summary Ethical consumerism refers to personal consumption where the choice is informed by a given ethical issue, for instance, social justice, animal welfare, human rights or the environment. Ethical consumerism attempts to reaffirm the moral aspect of consumer choice through emphasizing the links between consumption and production, locally and globally. The main agenda of the ethical consumers is enhancing their well-being by practicing a purchasing behavior that avoids exploiting or harming animals, humans or the environment. There are some barriers that hinder ethical consumerism, and they include lack of knowledge, lack of information, money, corporate ethics not top of mind, as well as other concerns like brand and quality of products (Littler, 2009). Introduction Over the last one or two decades, more and more individuals around the globe, basically in industrialized nations, have become more aware as well as more informed of the origins of the products they purchase on daily basis, the buying practices and policies if the shops that they visit as well as the principles and policies of the serves that they purchase. This increased awareness as well as knowledge is influencing the consumer practices, and this may be the difference between an individual purchasing a certain service or product or not. Basically, ethical consumerism is a type of consumer activism since it involves consumers...
Words: 2089 - Pages: 9
...should be protected from harm. Argue that current practices in marketing to children are OK and do not need further regulation. Introduction Since the new millennium era, marketing has an important role in society as the concept changed from being an efficient producer to social marketing concept. By implementing this concept which prioritises consumers’ satisfaction, both producer and consumer have benefits (Solomon et al. 2006, p. 14). As this is going on, beside the profits, producer also gets the chance to build a long term relationship with the consumer, which is one of the Integrated Marketing Communication (IMC) characteristics (Solomon et al. 2006, p. 389). This leads to the topic of this report which is stated that marketing to children are allowed and do not need a further regulation. This topic is interested to be learnt as children have important role in society’s future and marketing has a big part in their growth. Therefore, this report will explain first the regulation of marketing to children, then point out the important role of marketing for children, and lastly present the parents’ role in this practice. Marketing to Children Regulation in Australia As it is explained above about social marketing concept, it is also believed that a long term relationship can create the long term profitability by establishing good marketing that focus on consumers’ satisfaction and good ethics in the practice (Brubaker 2007, p. 58). These ‘good ethics’ lead government in every...
Words: 1006 - Pages: 5
...Social and Ethical Aspects of Advertising and Promotion COM/302 Dr. David Castle May 14, 2012 Social and Ethical Aspects of Advertising and Promotion Many researchers and people in general question who and what is socially responsible or irresponsible, and what ethically acceptable; there is really no right or wrong answer to this question. As the world changes and technology, consumer behavior, and cultural trends change, so does the answer to the social and ethical aspects of advertising. Not everyone thinks the same as another and therefore different consumers will have different perspectives. Moreover, the changes in society will affect advertising and promotion and it cause it to be affected no matter the consumer behavior. In addition advertising and promotion has its moral triumphs and can be effective in changing the consumer behavior but it just depends on the consumer’s wiliness to change and be affected. Advertising is Based on the Exercise of Free Will In a free society the consumers determines the nature of consumption. They decide, through their actions in the market place, and advertising gives the consumer the information and the different choices offered to then before making a decision on purchasing a product or service, that is why advertising job is not only to capture the consumers attention but to educate them as well, and a part of the process of education and implementing freedom of choice is to supply consumers with adequate and accurate information...
Words: 789 - Pages: 4
...which utilize natural sunlight to light the plant. Furthermore, their used hops and barley are saved for the use of feeding area livestock instead of being wasted. Employees are also encouraged to be individually conservative by riding their gifted “cruiser bikes” to and from work. It is our belief that the founder, Jeff Lebesch’s own personal values and love of the outdoors contributed to the company’s strong stance on sustainability. A long side that is the fact that adopting such sustainability measures will help to increase their bottom line. 2) Do you agree that New Belgium’s focus on social responsibility provides a key competitive advantage for the company? Why or why not? We believe that New Belgium’s emphasis on social responsibility provides a key competitive advantage for their company. New Belgium showcases their commitment to being a socially responsible company in their ten company values and beliefs. Nearly all companies have values and beliefs, but few take an approach similar to New Belgium. In their company’s values and beliefs, New Belgium does not only focus on monetary issues. They touch on a variety of topics that are socially...
Words: 1716 - Pages: 7
...Should The Drinking Age Be Lowered To 18? Every teenager anticipates the day that they will finally be eighteen years old. This is the day they are finally seen as being an adult in the eyes of our government. Eighteen year olds are now free to make their own life choices and be held accountable for them. At the age of eighteen, you are free to put your life on the line and fight for your country, if you commit a crime you can be tried as an adult in court, and you are also give the right to vote in your country. So, why should the drinking age be twenty-one years old when you are considered an adult at the age of eighteen? At the age of eighteen you are not mature and responsible enough to purchase and consume alcohol. Alcohol has been around for centuries, showcased at parties, bars, sports events and just about everywhere. For these very reasons every day in our country the drinking age is being ignored and violated by young adults, teenagers, and even children all under the age of twenty-one. “On average ninety-five percent of those who will be alcohol consumers in their lifetime take their first drink before the age twenty one. Fifty percent of eighteen to twenty year olds consume alcohol on a regular basis” (McCardell 1). Based on these statistics we can conclude that the enforcement of the legal drinking age has fallen short. The most commonly known place where alcohol is consumed very heavily is on our college campuses. Many college students participate in binge...
Words: 1636 - Pages: 7
...being offered to them, today the consumers are more individualistic and informed. A short opinion survey conducted among a sample of 13 students from GSM London to assess the factors that impact consumer behavior have shown that two-thirds of the respondents lean towards the assessment of a firm’s ethical marketing process before making a decision to buy from such a company. Table of Contents Executive summary 2 Introduction 4 An overview and analysis of ethical consumerism 4 Review of Pepsi Co Inc Company 6 Result of the Short Opinion Survey 8 Conclusion 10 Recommendation 10 Reference 11 Appendix 13 Introduction Ethical consumerism is growing in significance influencing customer choices as well as increasing the role played by the social movement in the marketing process (Buechler, 2010, p.13). New unfolding and ethics are pushing customers to participate actively in market participation and also to criticize the market process and retreat from it. This paper will focus on the analysis of factors that influences consumer behavior through an opinion survey conducted among thirteen students at GSM London. The study also focuses on the identification of products deemed to fall within the ethical category. In addition, the paper also analyzes a case study of PepsiCo, with a view to identifying ways in which it applies ethical issues in its business. It focuses on different strategies employed by PepsiCo in order to continue being a socially conscious business...
Words: 2904 - Pages: 12
