Case study: Ben & Jerry’s Homemade
1- Ben & Jerry’s fulfilled its mission statement:
The mission statement consisting of the social mission, product mission, and economic mission:
- the product mission was fulfilled by making, distributing and selling the finest quality all-natural ice cream and related products in a wide variety of innovative flavors made from Vermont dairy products.
- The economic mission was fullfiled by operating the company on a sound financial basis of profitable growth, increasing value for shareholders, and creating career opportunities and financial rewards for the employess.
- The social mission was fulfilled by operating the company in a way that acticely recognizes the central role that business plays in the structure of society by initiating innovative ways to improve the quality of life of the broad community: local, national and international.
The evidence regardin Ben & Jerry’s performance on each of the three dimensions of the mission statement is that the three parts of their mission statement must prosper on the same degree in a way that commands deep respect for individuals in and outside the company and supports the communities of which they are a part. It was unusual that a company include a social mission to its mission statement in comparison with the fundamental practices of corporations. It is a model for running a business that is both profitable and socially responsible.
Eventhough Ben & Jerry’s social orientation was balanced with product and economic missions, management discovered that the company’s three objectives were not always in harmony (e.i. their inability when they started to make a profit).
2- Ben & Jerrys become a takeover target due to the increased competitive pressure and Ben & Jerry’s declining financial performance in addition to the lower price/earnings ratio in comparison with industry comparables, so company with a higher price/earnings...
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