New Belgium Breweries: Building Business on Sustainability - Case Study Example

 New Belgium Breweries: Building Business on Sustainability 1. Ethical issues in the case Ethical issues are the accepted operations based on equality, right, wrong and impartiality. Businesses tend to employ these operations when carrying out their daily activities. Before NBB started operating, they came up with core values that would govern them. In addition, the company’s mentality and thinking is based on provision of superior quality products rather than profitability. In addition to that, the company produced brews that meet customers’ expectations. The name of the company, Belgium Breweries, suggested the company to produce brew with quality similar to the one produced in Belgium. Hence, people who had a taste of Belgium brew get satisfied by consuming NBB’s brew (Andreas, 2011). The company also promotes and honors environment. Power for production comes from wind sources, which is renewable and carbon free. Furthermore, they use Steinecker “Merlin” brew cattle to minimize the amount of natural gas used for heating. Moreover, these cattle also reduce the amount of water they use in their operation. This is achieved, by the kettle, though, minimizing the process of evaporation. NBB recycles most of materials used in the process of production like glass. This minimized the extent to which it disposes off these materials like CO2 emissions, to the environment. 2. What keep other companies from having the commitment to environmental sustainability that NBB has evidenced Other companies are profit oriented and focus on providing consumers with brew that is affordable which is however not the case with NBB. From the case study, it has been suggested that these other companies are against the enactment of the national “bottle bill”. Through this bill, consumers will be mandated to pay deposit on glass bottles refundable when they return the bottles (Calagione, 2012). This will enable companies recycle more of their bottles hence sustaining the environment. While NBB is for this bill, other companies are against it. They claim that it is a way of levying tax on the product and will increase price of the product. Additionally, NBB preplanned themselves before investing into the business. With the ability to use cheaper energy from wind enables them to have enough capital to invest on environmental sustainability practices. Other companies however, began operating with different mindsets of making profit. This makes it hard for them to adopt practices that foster sustainability of the environment. 3. Are you more likely to purchase a product from a company with a strong commitment to sustainability Yes. Product from companies, with strong commitments to sustainability, have the assurance of maintaining durability and quality despite external factors like competition. Most companies which are committed to sustainability practices do not focus on making profit as their primary objectives. Rather, they ensure that social, environmental and cultural business surroundings are first met (Fresquez, 2013). This means that, the prices of their commodities will remain fair and stable for quite a period of time. Moreover, companies that show commitment to sustainability offers great customer experience services. Research has shown that customers who are served by companies, with strong commitment to sustainability, complain less about these companies’ products as compared to companies that have little commitment to sustainability. Because of sustainability, most companies produce products that are safer for human consumption as opposed to companies that are not so much focused to sustainability. Therefore, one is more likely to buy products from a company that is oriented to sustainability owing to trust he or she has on their products. Also, these companies provide a lot of information about their product enabling one has a deep understanding of what they are consuming. Companies that do not focus so much on sustainability, give limited information about their product hence decreasing ones likelihood of purchasing thing from them. 4. Environmental sustainability benefit of cans over bottles are well established. Should NBB make great commitment to cans even if it means forgoing the distinctive aspects of its bottles and the potential loss craft beer status in customer’s perception NBB should make a great commitment to cans. Research has also indicated that bottles allow entry of oxygen and light which makes the quality of beer go down. Cans, on the other hand, tightly sealed and opaque limiting entry of oxygen and light thus maintaining the quality of beer for long. Also, to people who prefer outdoor fun, fun being one of the core values of NBB, canned beer is good since it is light to carry, it does not occupy a lot of space, it is easy to open and cans are not susceptible to breakages as glass bottles are. It is true to say that NBB will lose the distinctive aspects of its bottle and the craft of the beer status, however, with advancement in technology, they can still apply the crafts and the distinctive aspects on their cans (World, 2009). It has also been observed that cans offer 360o surface through which printing can be done. Therefore, NBB still has the opportunity to utilize this added advantage of space in cans to craft their brand name and company information. 5. Are new Belgium brewing’s core values and beliefs sustainable? Or will the company be forced by competition to revert to practices of other brewers? Since the inception of NBB, in the year 1989 up to now, approximately 26 years, NBB has maintained its core values. It is also important to note that, the idea of coming up with NBB was to provide unique beer to consumers and this was possible even though other companies existed. This simply show that the core values of the company are sustainable despite competition from other companies. In addition to that, the company is ready to support bills that promote environmental sustainability, in accordance with their core values. Given that it is the only company that supports enactment of this bill amidst opposition from the other companies, it shows that their core values are sustainable. References Andreas, F. (2011). A simple path to sustainability green strategies for small and medium-sized business. New York: Business Horizons. Calagione, S. (2012). Extreme brewing: an enthusiast’s guide to brewing craft beer at home. Cambridge: Crestline. Fresquez, D., M. (2013). A taste of molecules: in search of secrets of flavor. Boston: The Feminist Press. World, S. (2009). Fundamentals Of Sustainable Business A Guide For The Next 100 Years. Cambridge: John Willey & Son. Read More