New Belgium Brewing Company Case Study
The New Belgium Brewing Company started out as a small hobby for Jeff Lebesch. He began brewing the beer in his basement as a hobby after returning home from a trip to Belgium. He became inspired during a bike ride through Belgium after seeing and tasting some of the nicest ales. The company than began to grow and become larger as the years went on. Lebesch’s small hobby had suddenly turned into a growing and expanding company. With the help of his then wife, Kim Jordan, worked as the marketing director to help expand and make New Belgium a common name for beer in many households. As the company continues to grow and expand their brand, one of New Belgium’s most important competitive advantages is the role of social responsibility within the
company (Ferrell and Hartline, 2014.) Marketing ethics has a huge responsibility of creating, maintaining, and keeping long-term customer relationships (Madhani, 2016.)
New Belgium Brewing Company has a fundamental focus on the ethical culture of their brand (Ferrell and Hartline, 2014.) When a company takes a care or responsibility to serve the community in which they reside, this can make a great impact on their customers. Before the New Belgium Brewing Company grew to be well known, the founders Jeff and Kim had taken time to write down and establish their company’s purpose. Of course like any other business owners they wanted to their company to be successful and profitable, but they also set out to do more in their business ventures. These values have stuck and been adapted to meet the companies needs as the years have past. Even today employees know the values and can see them being acted upon within the company. The New Belgium Brewing Company took on a new approach. This approach was known as triple bottom line. This approach (TBL) encompasses economic, social, and environmental strategies in o their business (Ferrell and Hartline, 2014.) This approach means that NBB looks at all aspects of their company such as profits, people, and planet rather than just making money. These beliefs can be seen more thoroughly in their business company mission statement.
By having these beliefs and the triple business approach for their company shows that the owners of NBB want to have a deeper meaning or purpose for their company. Yes, just like any business it is a critical part to make a profit but the impacts that the company can have on the community, customers, and all other stakeholders also play a huge role as well.
company (Ferrell and Hartline, 2014.) Marketing ethics has a huge responsibility of creating, maintaining, and keeping long-term customer relationships (Madhani, 2016.)
New Belgium Brewing Company has a fundamental focus on the ethical culture of their brand (Ferrell and Hartline, 2014.) When a company takes a care or responsibility to serve the community in which they reside, this can make a great impact on their customers. Before the New Belgium Brewing Company grew to be well known, the founders Jeff and Kim had taken time to write down and establish their company’s purpose. Of course like any other business owners they wanted to their company to be successful and profitable, but they also set out to do more in their business ventures. These values have stuck and been adapted to meet the companies needs as the years have past. Even today employees know the values and can see them being acted upon within the company. The New Belgium Brewing Company took on a new approach. This approach was known as triple bottom line. This approach (TBL) encompasses economic, social, and environmental strategies in o their business (Ferrell and Hartline, 2014.) This approach means that NBB looks at all aspects of their company such as profits, people, and planet rather than just making money. These beliefs can be seen more thoroughly in their business company mission statement.
By having these beliefs and the triple business approach for their company shows that the owners of NBB want to have a deeper meaning or purpose for their company. Yes, just like any business it is a critical part to make a profit but the impacts that the company can have on the community, customers, and all other stakeholders also play a huge role as well.