Greenbean Coffee

GreenBean Coffee Inc. is a leading business entity in the U.S. Coffee Market. The reputation and success have been built on the quality and value of their commodity, employer of choice policies and progressive environmental policies. In an effort to maintain its position in the industry, this company pursued an aggressive marketing strategy involving the establishment of grocery store retailing, neighborhood shops and online marketing and sales, thus making their products easily available through different distribution channels. GreenBean is looking to expand its international operations.

However they have been approach by an international environmental organization (Groovy Planet) with information on one of GreenBean Coffee Inc. suppliers. The accusation presented by the environmental organization can have an adverse effect on the company’s position in the industry.

Organizational Framework

Knowledge

Organizational Values: GreenBean Coffee Inc. thrived on its reputation for quality and value, employer-of-choice practices and progressive environmental policies.

Sensitivity

Value Awareness: Even though GreenBean is facing an ‘ethical dilemma’, harm to the environment and people are a direct conflict to their company’s values.

Skills

What should GreenBean Coffee Inc. do? This situation required urgent rectification to safeguard GreenBean’s reputation. Despite the possible loss in profits, they should do what is morally right; and align with their company’s values.

Values

The positive ethical behavior (value congruence) by GreenBean will result in early profit losses, however with time their reinforced company’s values will foster choice, growth and development in their efforts in truly becoming global.

1. Is dealing with the toxic pesticide GreenBean’s responsibility?

Based on GreenBean’s perception of the situation arising from Groovy Planet, they are not directly responsible for dealing with the toxic pesticides being used in