Ben & Jerry's Ice Cream began as a small business and has grown into an international corporation. Its mission statement includes provisions about (1) producing a good product for its customers, (2) providing an economic reward (profits) to its shareholders, and (3) fulfilling its social responsibility.
These three goals have no particular order. Ben & Jerry's believes that it should not focus on any one goal but should achieve all three goals. Ben & Jerry's directs 7.5 percent of its pretax profits to a foundation, which donates money to specific charitable organizations.
In another effort to fulfill its social responsibility, Ben & Jerry's works with small businesses, as its owners remember that it was once a small business. It relies on small businesses for some of the materials used in its production process. Ben & Jerry's has proved that it can achieve its economic mission while fulfilling its social mission.
Its social commitment has enhanced Ben & Jerry's reputation, increased its name recognition, and stimulated demand for its ice cream. Thus, the company's social mission has enhanced its profits and therefore is aligned with its economic mission.
Questions
1. Why do you think Ben & Jerry's has a social mission?
2. Does the firm's social mission conflict with its economic mission?
3. Do you think the shareholders disapprove of Ben & Jerry's social mission?