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Q1: How can such companies protect their core values as they grow
from small firms to large ones and/or are acquired by multinational
conglomerates?
Q2: What is B&J currently doing to display their commitment to social
responsibility?
A1:
One of the main examples I noticed while reading the case study
was that Ben & Jerry placed a lot of focus on maintaining the core
family values the original 2-man company embodied throughout their
massive growth process, in which the article mentioned, Ben & Jerrys
grew from 150 employees to 300, virtually overnight. While this can
ultimately be one of the most difficult times to maintain a familybusiness mentality, an idea incorporated into Ben & Jerrys Caring
Capitalism ideology, it appears that the corporation chose just the
right steps to help combat this problem. With social awareness being
one of the core values of the company, alongside their product and
economic mission statements, attempting to and succeeding in
extending this social awareness to its employees is by no means an
easy task, but one that was necessary to keep the companys core in
tact. From a salary ratio to extended employee benefits, it is obvious
that Ben & Jerrys has done nearly everything to ensure that their
employees are happy, which in turn allowed the company to maintain
its family oriented atmosphere during a time when its sales were
reaching into the hundreds of millions.
While Ben & Jerrys may not embody the same social,
environmental, and community awareness it did at its founding, the
company is still working to this day to make an impact on causes it
believes are important to the well being of its surrounding
communities. From baking a huge cake and serving it in front of the
U.S. capital to protest oil drilling in Alaska, to founding the Caring Dairy
program that that helps dairy farmers in Vermont and the Netherlands
move towards more sustainable farming practices, Ben & Jerrys had
made many efforts to live up to its founding fathers ideologies. The
company has also made major strides in terms of their products,
including switching to chlorine-free packaging, switching to socially
responsible ingredients inside the actual ice cream, as well as
partnering with the first all Native American owned Wind farm to help
minimize the carbon emissions behind their processing plants.
More recently, the company has made a major push to fight
Genetically Modified Organisms. In a video posted on their website,
the company outlines their stance on GMO labeling legislation and
exactly what the company is doing on its own end to help fight the
problem. While there are a countless number of social and
environmental problems that our planet currently faces, it is refreshing
to see a company make such influential strides in the causes they feel
the strongest about. No single company can do it all, but with more
companies like Ben & Jerrys doing its part, the planet will surely have
a fighting chance.