|
|
|
| This is only the first few lines of this paper. If you would like to view the entire paper you need to register for free here. If you are already a member then login here. |
| Word Count: |
983 |
|
|
|
Ben & Jerry's - Caring Capitalism
|
|
|
A recent analysis has allowed us to examine the Ben and Jerry’s Corporation’s operating activities in relation to its mission statement. Ben and Jerry’s mission statement incorporates product, societal and economic aspects which govern its operating activities. After careful analysis, we feel that the dilemma facing this organization is whether it can simultaneously be socially responsible and remain profitable. Ben and Jerry’s notion of “caring capitalism” attracts considerable consumer and media attention due to its uniqueness and originality. As the mission statement claims, Ben and Jerry’s tries “To operate the company in a way that actively recognizes the central role that business plays in the structure of society by initiating innovative ways to improve the quality of life of a broad community - local, national, and international.” This atypical concern with societal issues illicits an emotional response from consumers to its products. In our increasingly environmentally aware society, Ben and Jerry’s offers a quality product while conveying a message that eases consumers’ consciences. For example, the company promoted its involvement in the preservation of the rainforest by placing the following message on its Rainforest Crunch ice cream: “Money from these nuts will help Brazilian forest peoples start a nut shelling cooperative that they own and operate.” In 1992, they also made consumers aware that the company would only use recycled packaging in their Peace Pops ice cream and frozen yogurt bars. Along these same lines, 7.5% of Ben and Jerry’s pretax income is donated to The Ben and Jerry Foundation, which makes awards to nonprofit and charitable organizations.
|
|
|
|
Still Can't Find What Your Looking For? Then Try a Essay Search!
|
