...New Belgium Brewery 1) What environmental issues does the New Belgium Brewing Company work to address? How has NBB take strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability? New Belgium Brewing Company strives to take an environment friendly approach to their manufacturing process and facility, focussing on reducing their carbon footprint and energy usage. They were the first-ever American brewery to fully incorporate a wind turbine as a power source versus the burning of coal. Other approaches included the addition of a steam condenser to recycle hot water for use around other areas of the plant and sun tubes 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...
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...New Belgium Brewing A paper submitted in partial fulfillment for the Bachelor of Science degree in Business Administration and Finance Table of Contents Page No. Introduction…………………………………………………….3 Environmental Issues…………………………………………..3, 4, 5 Strategic Philanthropy………………………………………….5, 6 Ethical and Social Responsible………………………………...6, 7, 8 Areas of Development………………………………………….8, 9 Conclusion………………………………………………………9, 10 Resources………………………………………………………. 11 Introduction: New Belgium Brewing Company started out with a simple bicycling through Belgium which also happens to be the home of some of the world’s finest ales. An American electrical engineer named Jeff Lebesch cruised around Belgium on in his fat-tired mountain bike pondering the thought whether or not he could produce the same high-quality beers back home in Colorado. Lebesch went back to his home in Colorado and started experimenting until his beers attained good recognition from some friends and so Lebesch decided to market them. New Belgium Brewing Company opened for business in 1991 as a small basement operation in Lesbesch’s home in Fort Collins but soon out grew that and now has its own custom-built facility. (Drever; Haiar, 2006) New Belgium started out as a small business with concrete core values and beliefs and as it grew bigger, it retained its business values. New Belgium’s most recognized characteristic is its image. New Belgium bases its company...
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...New Belgium Brewing has stayed true to their core values and this has been successful for them (Ferrell & Hartline, 2014). The company’s social responsibility to its environment, customers, and employees, has aided in establishing and helps to maintain a competitive advantage; thus having a solid strategic focus is crucial to sustaining the company’s competitive advantage. New Belgium has often looked for ways to protect the environment by being “environmental friendly”. The company strives to find cost-efficient energy saving alternatives in such they have invested in wind turbine, making then the first fully wind- powered brewery in the United States (Ferrell & Hartline,2014). Recycling initiatives help reduce waste. The company has recycled...
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...New Belgium Brewing has created a craft brew that is loved by many not just around the country but the world including myself. Although the taste is something that is quite pleasing to the palate I feel that there success can be based on two things specifically. The first would be their focus on energy saving and environmental safe brewing standards and then where they came from. Ryan Withall stated in his article with Sustainable Brands-The Bridge to Better Brands that New Belgium Brewing Company understands that if they want to sustain themselves for the long run and that will include "environmental initiatives, employee ownership, fair employment practices and active engagement with suppliers, distributors and the greater community" (2014)....
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...Case Study: New Belgium Brewing: Ethical and Environmental Responsibility Globe University Business Ethics Professor E. Craig Morris May 12, 2012 Case Study: New Belgium Brewing: Ethical and Environmental Responsibility What environmental issue does the New Belgium Brewing Company work to address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has chosen to focus on environmental issues? Probably, the environmental issues need to be addressed by the New Belgium Brewing (NBB) is cost-efficient energy-saving alternatives. ‘In 1998, the NBB commissioned study found that the largest amount of CO2 actually came from the coal-fuelled power plant that supplied the brewery with electricity’ (Melanie Drever, 2006). As a result, the company’s employees entirely agreed to invest in a wind turbine, making the company 100% wind energy brewery because CO2 emissions have bought to serious global warming, and air pollution, affecting the normal lifestyle of people throughout the world. At the same time, the disposal of hot water or polluted water from the process of brewery will create thermal pollution, and water pollution respectively. Those problems will impact the ecosystem composition of aquatic animals or organisms by decreasing the oxygen supply in the river. Therefore, NBB also purchased and developed...
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...Emerging Trends Case Study Nicole Lopez De Victoria Amanda Vincent Ivey Harless Brandi Stone HCS 341 March 16, 2015 Michael Sawyer Emerging Trends Case Study In this article, Kim Jordan and Jeff Lebesch founded New Belgium Brewing Company with hopes to create a thriving business that caused minimum pollution and damage to our environment and planet. By involving their employees and setting a good example that their employees could follow, it has helped them achieve what they set out to do 20 years prior. By using green business practices, the right communication and HR practices, and introducing fun into the workplace they have been able to keep positive employee relations and their business running strong. First, Belgium’s green business practices contribute to positive employee relations in many ways. The company has many programs that allow the employees to actively participate in keeping with the green ethics of the company. The employees are encouraged to bicycle to work daily. Since nearly half of the employees do bike into work, the company has a Toyota Prius that the employees use to travel to meetings outside the office. At the end of their first year of employment new employees are given a cruiser bike. They also host an annual bike tour where employees dress in costume and take local residents on a bike tour. This all encourages a good team ethic. They also offer onsite recycling for things such as car batteries and oil. These things are not easily recycled...
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...Migrants are generally more likely to be affected by social inequalities and are exposed to several experiences during the migration process as well during the post-migration phase where asylum seeker settle and adapt to the new environment. The whole migration process puts their physical, mental and social well-being at risk. Previous studies in industrialized countries have found that asylum seekers are at higher health risks. Not only is their health status to a large extent determined by the availability, accessibility, acceptability and quality of health care but it is also take into consideration that a majority of asylum seeker come from an poor economic environment and therefore carry with them a health profile, das that results from...
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...Blodgett New Belgium Case 1) Rather than use focus groups to test its branding and messaging, New Belgium used insiders in the bike community and brewery friends who had a personal history and knowledge of the brand. Evaluate this decision. Should New Belgium have used the more traditional approach to ensure the widest possible input to its marketing strategy? Discuss. Jeff Lebesch came back to Colorado with the idea to produce high quality beer and began experimenting in the basement of his home, he never anticipated owning the seventh largest brewery in the nation with sales of over 700,000 barrels of beer per year. With this being said, I highly doubt that Jeff and his wife Kim had the financial stability allowing them to spend money to market a home brewed beer that could have potentially failed. Jeff may have faced a little biased reaction from brewery friends and insiders in the biking community who knew what the brand stood for, but in the long run the “word of mouth” method works to their benefit and saved them countless amount of money. Some might say that people who already know the business can only help elaborate it, where people who are unaware of the business can bring new ideas to the table, but I believe that Jeff and his wife executed their marketing strategy the best to their ability. 2) New Belgium’s focus on sustainability, whimsy, and fun is clearly rooted in its Colorado-based culture and the ethos of its founders and employees. As New Belgium’s distribution...
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...Case New Belgium Brewing (B) New Belgium Brewing: Developing a Brand Personality * Background NEW BELGIUM’S INITIAL MARKETING STRATEGY The idea for the New Belgium Brewing Company began with a bicycling trip through Belgium. Belgium is arguably the home of some of the world’s finest ales, some of which have been brewed for centuries in that country’s monasteries. As Jeff Lebesch, an American electrical engineer, cruised around that country on his fat-tired mountain bike, he wondered if he could produce such high-quality beers back home in Colorado. After acquiring the special strain of yeast used to brew Belgian-style ales, Lebesch returned home and began to experiment in his Colorado basement. When his beers earned thumbs up from friends, Lebesch decided to market them. The New Belgium Brewing Company opened for business in 1991 as a tiny basement operation in Lebesch home in Fort Collins. Lebesch wife, Kim Jordan, became the firm’s marketing director. New Belgium beers quickly developed a small but devoted customer base, first in Fort Collins and then throughout Colorado. The brewery soon outgrew the couple’s basement and moved into an old railroad depot before settling into its present custom-built facility in 1995. The company’s standard line has grown to include Sunshine Wheat, Blue Paddle Pilsner, Abbey Ale, Trippel Ale, 1554 Black Ale, and the original Fat Tire Amber Ale, still the firm’s bestseller. Today, New Belgium Brewing is America’s third largest...
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...Case 27: New Belgium Brewing 1) What are the ethical issues in this case? - Ethics is a commonly used term that refers to the ideas and issues of right, wrong, fairness and justice. In regards to business, the concept of ethics refers to the ideas and issues in the commercial industry. In the New Belgium Brewing case study, there are many ethical concepts displayed. A positive ethic in regards to doing right is the company’s mindset that profitability comes second and their commitment to providing a quality product and business for consumers. In addition, all the companies’ decisions are based on a strong set of core values and beliefs that have made them shine in society. Furthermore, New Belgium Brewing (NBB), is ethically sound because they have developed their business around being environmentally friendly. NBB has developed an industry leading process to minimize their environmental footprint from recycling, clean energy sources and cutting back on their CO2 emissions. This is a very ethically sound company and continues to be successful as they continue to grow. 2) What keeps other companies from having the commitment to environmental sustainability that NBB has evidenced? - One piece of evidence that NBB has observed that is keeping other companies in the industry from a commitment to environmental sustainability has to do with the recycling of glass bottles. NBB has attempted to develop an idea for a bill known as the “bottle bill” that would promote...
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...Case Study Analysis New Belgium Brewing Company is a regional brewery located in Fort Collins, Colorado. It opened in 1991 after Jeff Lebesch, the brewery's founder, took his home-brewing passion commercial. In 2009, it produced over 582,000 barrels of its various labels. As of 2010, it was the third-largest craft brewery and seventh-largest overall brewery in the United States. The brewery was founded by husband-and-wife (now divorced) team Jeff Lebesch and Kim Jordan in 1991 and emphasizes eco-friendly practices and employee ownership in its marketing materials. It is located in northeast Fort Collins near the Cache la Poudre River on the grounds of the former Great Western Sugar plant. In 2008, New Belgium Brewing Company was named the best place to work in America by Outside Magazine. This could be attributed to the brewery's efforts to ensure the " happiness of their employees. Once a month the brewery's Wellness Committee meets to discuss activities, such as bike tours, for employees to contribute in. New Belgium Brewery has made it a objective to be entirely wind-powered. Rather than directly using wind-generated power, the brewery elects to pay an increased rate for their electrical energy, which is supplied by the City of Fort Collins Utilities to ensure it comes from the cleanest source possible. About 10% of the brewery's power comes from methane gas created as a byproduct of their on-site water treatment plant. goal. In 2008, New Belgium Brewing Company was...
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...Silva Case study 5 1. New Belgium has effectively used integrated marketing communications over the first 20 years. Evaluate the use of one major advertising campaign to fortify and enhance the company’s brand image. 2. NBB seemed to agonize over the use of the word “folly” in its advertising campaign. What do you make of the company’s struggle with this decision? Also, how do you personally feel about the use of their word? 3. New Belgium’s focus on stain ability, whimsy, and fun is clearly rooted in its Colorado-based culture and the ethos of its founders and employees. As New Belgium’s distribution continues to expand away from the locale, how can the company make its branding and messaging respond with customers in different parts of the country? 4. Currently, New Belgium has been much more successful using social media than competitors Boston Brewing CO. and Sierra Nevada. Evaluate how social media has contributed to the firm’s marketing strategy, and make suggestions for the use of social media in the future. New Belgium did an amazing job of using word of mouth as integrated marketing. This has been there number one form of advertising since its early days. New Belgium also did community events, and factory tours. New Belgium struck gold in the social networking industry. They really took the time tip infiltrate an ever-growing industry of social media to help their business grow. The major advertising campaign they used was a TV...
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...New Belgium Brewing: Ethical and Environmental Responsibility1 Although most of the companies frequently cited as examples of ethical and socially responsible firms are large corporations, it is the social responsibility initiatives of small businesses that often have the greatest impact on local communities and neighborhoods. These businesses create jobs and provide goods and services for customers in smaller markets that larger corporations often are not interested in serving. Moreover, they also contribute money, resources, and volunteer time to local causes. Their owners often serve as community and neighborhood leaders, and many choose to apply their skills and some of the fruits of their success to tackling local problems and issues that benefit everyone in the community. Managers and employees become role models for ethical and socially responsible actions. One such small business is the New Belgium Brewing Company, Inc., based in Fort Collins, Colorado. History of the New Belgium Brewing Company The idea for the New Belgium Brewing Company began with a bicycling trip through Belgium. Belgium is arguably the home of some of the world’s finest ales, some of which have been brewed for centuries in that country’s monasteries. As Jeff Lebesch, an American electrical engineer, cruised around that country on his fat-tired mountain bike, he wondered if he could produce such high-quality beers back home in Colorado. After acquiring the special strain of yeast used to brew Belgian-style...
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...Case Eurochem Part 1: Description The (Vandenbergh) director of marketing from Eurochem head office had expatriated Paul to working in China. Paul is an employee who with good qualities and working ability for the job. Once Paul working in China, soon he found out the problem which the company have too much credit from the customers leads to the company current situation with only default. Cultural difference has been a big issue between Chinese way and Belgium way of doing business. Paul doesn’t really appreciate with Wu and Li’s “guanxi” way of managing the customers. He thinks Chinese subsidiary spent too much time and money on invest the stable customers. He thinks they should change their strategy of doing business and contain the customer relationship. Instead of visiting and drinking tea with the old customers, is better to using telephone to contact with the existing customers and spend more time for developing the new customers. Paul thinks this way will be also work in Chinese market because it has been very successful in Europe and America. At the beginning Olsen think Paul’s way is not really effective and suggest him to get some advice and help from Wu and Li because of their old experience. Therefore, He called Vandenbergh for complaining about paul’s behavior, but Vandenbergh insist that Paul is the best person for in charge it and he has full of confidence with Paul. After Olsen discussed with the president of Eurochem, he got a big encourage and support...
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...killing, basically means to take a deliberate action with the express intention of ending a life to relieve persistent unstoppable suffering. Euthanasia can be voluntary that is when the person requests to be killed, or involuntary in which the person will be killed by the decision of someone else and not his own request. Responding to cases like Danny Bond’s case, many countries like Belgium legalized the killing of a suffering child at any age if he requested it. But should children have the right to ask for their own deaths? Euthanasia is against the law in most of the countries all over the world. It is rarely legal in some countries and in this case it would be allowed for adults only. However, some countries, like Belgium, changed the case. Belgium is now on the cusp of becoming the first country ever to remove an age limit for the procedure thus allowing terminally ill children to choose to end their lives. Yet there were those in Belgium who argued against the decision. The first person was, as Reuters news agency reported, a man in the public gallery of Belgium's parliament who shouted "murderers" in French when the vote for the new law was passed. Moreover,...
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