Banana Karenina

Author: Dana, Leo P.
Source: McGill University
Year: 1998
Company Name: Ben & Jerry's Homemade Inc.
Number of pages: 3

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Abstract:

Ben and Jerry's Homemade Inc., founded in Vermont in 1978, is a corporation that makes frozen yogurt and ice cream in unique as well as traditional flavors. The company's mission statement, important for long term strategic operation as well as for visible day-to-day decisions, could be separated into threes dimensions: besides a sound economic mission in favour of shareholders, Ben & Jerry's product mission is to produce, sell and distribute the finest quality of all natural ice cream and related dairy products in a wide variety of innovative flavours. The social mission, distinct as such, is to operate activities with focus on the role it could play in the structure of society: eg initiating innovative ways to improve the community's (local, national and international) quality of life, and holding a deep respect for the people inside and outside the company. Factors that make this company stand out, and at least on an ethical level, very suitable for exploitation in the Russian market is its environmental awareness – Ben & Jerry's, wishing to set up a full-scale manufacturing plant in Moscow and St Petersburg, due to a community orientation and its pioneering and leading efforts in waste management and recyclable packaging (85% post-consumer recycled waste paperboard) makes it more than welcome in the heavy-polluted industrial climate of Russia.