1. Flow of presentation:
• This is done in alphabetical order, sige nalang ha, we don’t
have much time for bunot2x or sabot2x man gud
• Agacita - History & slide no. 18 - 21
• Amoin - ethical culture & slide no. 16-17
• Bano – core beliefs & slide no. 14-15
• Misa – employee concerns & slide no. 12 – 13
• Monroid – environmental concerns & questions & slide no. 22-
23
• Tabar – social concerns & organizational success & slide no.
24
• Please read the case study because I made this
• Slide in a charting format, so dili jud siya
• Paragraph, kay naa sad baya question and
• Answer portion ni maam solera
• God bless to us..muahugs! (^_^)

2. Strategic Management Case Study
on Creating a Learning
Organization and an
Ethical Organization
By: Agacita | Amoin | Bano | Misa | Monroid | Tabar

3. CASE STUDY
New Belgium
Brewing:
Ethical and
Environmental
Responsibility

4. H
Belgium is known Bicycling trip Jeff Lebesch, an
for its ales through Belgium electrical engineer I
S
If he could Began
produce high –
Acquired special
experimenting in
T
strain of yeast
quality beers Colorado O
Decided to market
Opened for
Technological
R
business in 1991 –
them
tiny basement
innovations Y
Paradigm of Ad campaign
“Follow your folly -
environmental targets men ages
Ours is Beer
efficiencies 25 - 44

5. Corporate social
responsibility
Gains momentum beyond the courtroom to the
far more powerful marketplace
current and future manager of business must
realize that business ethics
not so much about the installation of
compliance codes and standards
Necessity for Ethical, values-driven company

6. Mission statement C B
• To operate a profitable brewery which makes our love and talent manifest
O E
Core values and beliefs
• Producing world-class beers
R L
• Promoting beer culture and the responsible enjoyment of beer E I
• Continuous, innovative quality and efficiency improvements
• Transcending customers’ expectations
E
• Environmental stewardship: minimizing resource consumption, maximizing energy
efficiency, and recycling
F
• Kindling social, environmental, and cultural change as a business role model S
• Cultivating potential: through learning, participative
• management, and the pursuit of opportunities
• Balancing the myriad needs of the company,
• staff, and their families
• Committing ourselves to authentic relationships,
• communications, and promises
• Having Fun.

7. Recognizing employees’ role in the company’s success
paid health, dental insurance and retirement plans
employees get a free lunch every other week
Free massage once a year
Can bring their children or dogs to work
Employees who stays for five years can earn a paid trip to
Belgium to study beer culture
employees can earn stock in the privately held corporation
New Belgium’s employees now own one-third of the
growing brewery
Open book management lets employees see the financial
costs and performance

8. first fully wind-powered brewery in the United States
employing a steam condenser that captures and reuses the hot water that boils
the barley and hops in the production process to start the next brew
using “sun tubes,” which provide natural daytime lighting throughout the
brew house all year long
reducing waste through recycling and creative reuse strategies
gives its employees “cruiser bikes”
agreed to participate in the United States Green Building Council's
Leadership in Energy and Environment Design for Existing Buildings
(LEED-EB) pilot program.

9. donated more than 1.6 million dollars to organizations in
the communities in which they do business.
For every barrel of beer sold the prior year, NB donates
$1 to philanthropic causes within their distribution territory
“human-powered” sports that cause minimal
damage to the natural environment
event sponsorships, such as the Tour de Fat, NBB
supports various environmental, social, and cycling
nonprofit organizations
benefit more than five thousand
local people with multiple sclerosis
improving parks and bike trails

10. Business Ethics magazine’s Business Ethics Awards O S
dedication to environmental excellence in every part of its innovative brewing process R U
G C
A C
Better Business Bureau’s 2002 Torch Award N E
Outstanding Marketplace Ethics competition Honorable mention I S
Z S
A
Rocky Mountain Region Entrepreneur of the Year Award T
I
O
Great American Beer Festival N
best mid-sized brewing company of the year best mid-sized brew master A
L
Medals for different brews
Abbey Belgian Style Ale Blue Paddle Pilsner LaFolie specialty ale
Environmental Protection Agency's regional Environmental Achievement Award.

11. • What environmental issues does the New Belgium Brewing Company
work to address? Q
• How has NBB taken a strategic approach to addressing these issues? U
1 • Why do you think the company has chosen to focus on environmental
E
issues?
S
T
• Are New Belgium’s social initiatives indicative of I
strategic philanthropy?
O
2 • Why or why not? N
S
• Some segments of society vigorously contend that companies that sell
alcoholic beverages and tobacco products cannot be socially responsible
organizations because of the nature of their primary products.
• Do you believe that New Belgium Brewing Company’s actions and
initiatives are indicative of an ethical and socially responsible
3 corporation? Why or why not?
• What else could New Belgium do to foster ethical and responsible
conduct?

12. 1. What environmental issues
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?

13. New Belgium Brewing strives to reduce its impact on the
environment. NBB invested in a wind turbine, making it
the first fully wind powered brewery in the United States.
NBB has also incorporated a steam condenser that
captures and reuses hot water used for boiling barley
and hops to start the next brew. The steam is also
redirected to heat the floor tiles and de-ice the loading
docks during winter. NBB has also incorporated sun
tubes that help to light the brew house with natural
daylight, along with many other energy saving
processes. We believe that the company has
chosen to focus on the environment because
of the owner’s love of the out-doors.

14. In addition to their environmental responsibility, New Belgium Brewing treats
its employees and the surrounding community in an ethical manner. They
operate on an open book basis and sponsor community events. In its mission
statement, the New Belgium Brewing Company mentions the important of
“kindling social, environmental and cultural change as a business role model.”
The measures that New Belgium Brewing has taken to be environmentally
and socially responsible conclude that this company is a role model for
others, and it has been recognized as such. “It’s a great honor to be
recognized as a company where people love what they do and truly enjoy
coming to work. One of New Belgium’s core values is having fun, and that’s a
very important and fulfilling piece of our culture. At New Belgium, we will
always look to the far horizon for ways of improving our systems, minimizing
our impact and helping other business follow their own path
toward more sustainable practices.” The path towards
sustainability will always be a learning process. New Belgium is
committed to examining each choice; we face to find the way that
best honors both our human stakeholders and the Earth.

15. New Belgium focuses heavily on the use of
environmentally friendly technologies. It’s costly to
implement, but they benefit not only the
environment, but New Belgium saves money in the
long run. They are totally dependent on wind mill
power, which save an enormous amount of money
on electricity. They have begun recycling their own
waste and using the ethanol extracted to generate
power. Their practices for cooling and
natural lighting make them an example for
all large power users to emulate, all the while
saving them money.

16. 2. Are New
Belgium’s social
initiatives
indicative of
strategic
philanthropy?
Why or why not?

17. We believe that this is a case of strategic philanthropy. The
owner of organization introduces that type of business which
is harmful for environment. Then he takes some steps to
reduce this impact in environment. It is not a philanthropic
work for society. It is a one of a kind of advertising. Because
of they take this all action from making profit from NBB’s. So
1st they making profit from an unethical business then they
use their profit in some activities which will reduce their
negative impact from environment. Like selling tobacco this is
harmful for public health, it pollutes our air, crop, cultivation,
water and so on. Then alcohol is another dangerous
toxin what can take a man in door of dead easily.
From use of alcohol people affected by
cancer, liver diseases, brain diseases and so on.

18. Many business owners and managers see corporate social
responsibility (CSR) as something that’s nice to do but not
really connected to growing the business and profits.
Corporate social responsibility (CSR) is a form of corporate
self – regulation integrated into a business model. CSR
policy would function as a built – in, self – regulating
mechanism whereby business would monitor and ensure its
support to law, ethical standards and international norms.
Social responsibility is an ethical or ideological theory that
business should not function amorally but instead
should contribute to the welfare of their communities
and an entity whether it is government,
corporation, organization or individual has a
big responsibility to society at large.

19. The need to be socially responsible is because to
recognize the healthy and vibrant communities, who
are key to our ability to attract, retain and develop
talented employees, and to operate a successful
and growing enterprise. The quality of the
community’s educational system is key to the skills
of our employee force and the vibrancy of the
community as a good place to live is key to our
being able to attract and keep the best
employees. Most importantly, we are socially
responsible because it is clearly the
right thing to do.

20. 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
business that often have the greatest impact on local
communities and neighborhoods. These business 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.

21. The company has chosen to include drug and
alcohol awareness programs in their mix of
charitable causes. These two points are
convincing in a way that they are aware of this
trend and are working to control potential
problems as well as perceptions of the public.
They recycle and reuse solid, through process
plant wastewater and give away their
barley and hops grain to farmers who
need only to pick it up themselves to
use for feed.

22. 3. Some segments of society vigorously
contend that companies that sell
alcoholic beverages and tobacco
products cannot be socially responsible
organizations because of the nature of
their primary products. Do you believe
that New Belgium Brewing Company’s
actions and initiatives are indicative
of an ethical and socially responsible
corporation? Why or why not? What
else could New Belgium do to foster
ethical and responsible conduct?

23. People will purchase alcohol and tobacco products regardless
of who is manufacturing it. Just because a company
manufactures alcohol, which is legal, does not make them
irresponsible. The consumers are the ones that ultimately act
irresponsibly. If they are promoting responsible drinking and
discouraging the sale of alcohol to minors, then I believe that
they are being ethically and socially responsible. If they can
go into business, being environmentally friendly in their
manufacturing and be socially responsible and keep another
company from succeeding, then it will be better all around.
Whether it is NBB or some else just looking to make a
profit at any cost, someone will be there to
manufacture alcohol and tobacco. We should applaud
the companies that make genuine efforts to do the right things
ethically, environmentally and socially.

24. Tobacco and brew products are harmful for society and environment.
Alcohols have a dangerous effect for human body. Blood cancer,
liver cancer and many other deadly diseases are attack because of
using alcohol. Disadvantages of alcohol are: source of energy in the
diet but with no other nutrients. In high concentrations or with
repeated use can be toxic and cause liver damage. It can cause poor
judgment, concentration, balance and coordination. Driving with
significant blood alcohol can lead to accidents, arrest and
imprisonment. So, their business is unethical from our view point and
not of law. In ethics, we learn “Ethics and Law are not the same.” But
the company is appreciable for taking some steps to save
environment where other companies are silent. New Belgium’s
social responsibility has built its brand. Beer drinkers base their
choice on taste. But there’s also plenty of evidence that they want to
support a company that’s doing good things. For New Belgium that
sense of purpose includes a commitment to sustainability.