Ben & Jerry's mission statement is a balance of product, economic, and
social goals designed to ensure the viability of the company while
simultaneously promulgating its founders beliefs. The company's view
of linked prosperity, based on how it has articulated its values, is
that if it provides high-quality products and treats people well (in
the broadest possible sense, including not harming the environments in
which they live), it will benefit financially.
On a foundation of a deep respect for individuals and support of the
communities in which they are from (one could view this in terms of
not only where people physically live, but also in terms of identity
groups and diversity (race, religion, etc.)), the company seeks to
balance product, economic, and social goals.
Ben & Jerry's product values are that they provide a high-quality
product made from natural ingredients in such a manner that the
environment is not adversely affected. Their economic values are that
they deliver profitable growth and grow and develop their employees.
Their social values are that they improve the quality of life for
everyone.
An example of the balancing of these principles would be their refusal
to use milk produced using Bovine Growth Hormone. While the milk
would be less expensive, and therefore economically beneficial, it is
not a natural ingredient in the sense that the cow is induced to
produce more milk by a drug. In this case, the economic benefit does
not outweigh their aversion to using anything nonnatural.
Employees may be motivated by these values in many ways. First,
pretty much everyone likes to produce a high-quality product that is
enjoyed by its users. Second, most employees want to grow and develop
into higher positions of responsibility and compensation. Third,
individuals like to feel that they are respected and that their unique
needs will be understood and accommodated by the company whenever
possible. Fourth, to the extent that employees identify with the
social goals of the company and its charitable giving, they will feel
good about working for the company. Fifth, most employees like
working for a vibrant, growing organization, particularly if they have
an equity stake; growing companies usually provide much greater job
security and opportunities for advancement as well.
Ben & Jerry's has benefited in the marketplace from its very public
mission. Many people, particularly those of a liberal political
mindset, identify with the company's values and choose to purchase
their products to support them. The innovative flavors and packaging
of the products, along with a focus on natural ingredients, also
appeals to many.
The challenge for Ben & Jerry's is when the various values come into
conflict, particularly when the social and economic values require
trade-offs. When economic values prevail, the company risks being
viewed as a traitor by employees and customers alike. Maintaining
credibility requires significant time and financial expenditures on
third-party evaluations and a great deal of selling of significant
decisions to employees and the public when they are controversial.
I hope you have found the above analysis of Ben & Jerry's Mission
Statement useful. Please request clarification if you need it.
Sincerely,
Wonko |
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