New Belgium Brewing: Essay Example

concern for social and environmental issues, NBB strives to demonstrate its genuine care for such matters. Secondly, this effort aids in decreasing operating expenses. NBB's social initiatives are motivated by strategic philanthropy. It is in their best interest to exhibit themselves as a company selling alcohol, yet still an organization that believes in giving back to the community. Is this ethics-driven behavior? No - it is driven by the positive publicity garnered within the community.

NBB supports biking events such as the "Best Damn Bike Tour" to sell their beer and contribute to the MS Society. Despite concerns about legal responsibility in case of accidents due to drunkenness and the potential negative impact on children, supporting these events and selling alcoholic beverages is generally accepted as a positive contribution to society. The decision to buy NBB's products is left up to individual choice. Deciding whether biking and drinking are appropriate activities to encourage amongst children is a question that remains unanswered at this time.

Despite criticisms regarding how much of NBB's actions are based on their company values versus public perception, evidence from the case suggests that NBB's philanthropic and environmental efforts are driven by their core beliefs. However, some argue that the nature of a brewing company's product may impede their ability to be socially responsible. Nevertheless, NBB continues to contribute to society in various ways and improve their environmental impact, though it may never be enough as their list of responsibilities continues to grow.

Essentially, some argue that the negative impact of irresponsible drinking on human lives will always surpass any good that comes from it. However, NBB could apply Mill’s utility or ‘greatest happiness principle’

to their business, asserting that the morally right choice maximizes aggregate good. This refers to the happiness experienced by the organization, its employees, non-profit organizations receiving donations, and consumers outweighing the unhappiness attributed to a small portion of society. Doing nothing would be considered morally wrong as it would produce unhappiness. Determining what is best for society and assigning a price to a human life lost due to over-indulgence or drunk driving is a complex issue. Is NBB continuing to prioritize their environmental contributions while overshadowing proof that alcohol can be addictive and harmful to some consumers? NBB's adherence to Mill’s utility principle raises questions such as whether they are educating other companies about going green, sharing their technology for greater benefit, and imagining a utopian society where everyone could operate like NBB and still be profitable. As such, NBB has partnered with the Chicago Climate Exchange for minimizing and exchanging their greenhouse emissions.

Adhering to CCX regulations is crucial for NBB to honor their legal commitment. In order to convert CO2 emissions into biodiesel fuel made from algae, NBB has partnered with Solix Biofuels, a Fort Collins-based company. Being socially responsible benefits both the environment and communities, and choosing not to act is also an alternative. While it may be more profitable for NBB to ignore environmental considerations and focus solely on brewing, packaging, and distributing its beer, profitability is only one aspect of the company's mission.

The importance of supporting businesses such as NBB and recognizing their efforts cannot be understated. The driving factor behind their actions, whether it is self-interest or not, is inconsequential. Just like how Mother Theresa's mission to help the

poor and sick was never questioned despite her desire to secure a place in heaven with God, we believe that socially responsible behavior should not be discredited based on motive. The focus should instead be on the fact that these individuals or corporations are actively pursuing social responsibility.

NBB faces another ethical dilemma pertaining to its employee stock option plan, which offers ownership in the form of stock and voting rights to employees who have worked for one year or more. NBB believes that this will give employees a sense of control over company decisions and increase motivation for productivity and cost reduction through an "open-book policy." As of the most recent data available, NBB had 32% employee ownership.

Offering stock options to employees at NBB could create internal issues as employees with vested interests may prioritize personal concerns over the company’s best interests. Maintaining objectivity within NBB’s close-knit atmosphere could prove challenging. However, stockholders are routinely faced with tough decisions.

When a board of employees is confronted with tough choices such as downsizing or freezing salaries, it becomes difficult to make decisions that would harm them. Even if newly discovered health issues associated with alcohol consumption or another Prohibition were to arise, this could lead to significant difficulties for NBB and potentially result in large-scale layoffs or downsizing in order to maintain profitability. While some argue that granting employees stocks and voting rights boosts their responsibility for daily actions affecting the company's bottom line, making hard decisions like these only becomes more complicated.

The loyalty of an employee to the company is uncertain in a situation where a family member has been killed by a drunk

driver. It's unclear whether they would continue working for a company that may have played a role in their loved one's death, and what happens to their stocks during this time is also unknown. While individuals have the right to refuse alcohol, unfortunately, incidents of drunk driving do occur. Although breweries or the alcohol industry cannot be held responsible, it can be challenging for an employee to work while grieving such a loss. Finding a solution won't be easy since it's hard to determine if stock options serve as an incentive in practice. NBB values social responsibility and philanthropy.

The company's Founders and CEO have made it a priority to prioritize their altruistic missions over profitability, while acknowledging its significance. Despite being partial owners of the company, employees may question whether they are affected by the decision to donate $1 from each sold barrel to a local charity instead of receiving dividends as stockholders. This equates to approximately $200,000+ annually, resulting in a loss of roughly $1,500 per employee among the approximately 130 employees.

The fixed percentage of the company's stock value given by NBB may or may not surpass what employees would contribute on their own over a year, and this resembles corporate tithing. Possible solutions include following regulatory or self-imposed standards. To prevent situations where employees hold a significant portion of the company, the CEO could implement restrictions and options with regards to stock ownership. These measures might involve prohibiting share sales during financial hardship, lessening voting power compared to the CEO (1/3 versus 3/3), or delaying access to stocks until after an extended period of employment. NBB values social, ethical, and environmental responsibility while

fostering a culture of unity, philanthropy, and family ties.

NBB's motivation may be questioned, but their focus on making positive environmental contributions and maintaining employee loyalty is undeniable. The company's success in achieving profitability while also being socially responsible, ethically responsible, and environmentally responsible speaks for itself. (Works Cited 1. www.buyblue.org (CCX cite) 2.)

The website addresses for Solix Biofuels on rockymountainnews.com and buyblue.org were both referenced in March 2004. The original and text were maintained.