Green Mountain Coffee Roasters (GMCR), a leader in specialty coffee and coffee makers, was founded in 1981 by Bob Stiller (Green Mountain Coffee Roasters [GMCR], n. d.). From a small café to a company listed on NASDAQ and then to a company with more than $2.6 billion net sales revenue by Sep 24 2011 (GMCR, 2011), GMCR enjoyed great financial successes. Besides, it has been recognized consistently as a socially responsible company.
Key Factors in GRMC’s Success
After studying GMCR case, several key points are identified which together contribute to the success of GMCR as both corporation and corporate citizen. First, GMCR convenes members from all parts of its system for important company activities. In many companies, most of the staff in the lowest level of organizational structure are excluded from company activities. But representatives from GMCR’s whole system get together in its annual summit meetings (Mary 2008). The get together is useful in helping its participants better understand their importance within the organization and realize they can do more to better serve the system. People from all parts of GMCR also go to training programs (Mary 2008). These programs are a platform for staff to learn necessary knowledge with which they can better serve the customers. Including members from all parts of the system gives them a sense of personal involvement which encourages them to align their own interest with that of company. When employees feel that they are truly part of the organization, they tend to internalize the needs of the company rather than just treat their jobs as externally imposed obligations. They may also find their job meaningful and pleasant, have a stronger feeling of belonging and eventually are likely to work harder and exhibit increased labor productivity. In a nutshell, Bob Stiller makes all members truly participate in his venture and sparkles their potentials to...