Assignment : Balancing Act
You are speaking for the executive board of a small oil company, Future Fuel, in Colorado. Your CEO and founder, Tom Bennet, is very avid supporter of sustainability and innovation. He insists that money invested now will pay off in big dividends down the road. You all have a legitimate concern for the environment and share and support Bennet in his personal and business philosophy. You are all also very aware of the momentum of the growing “green” movement. Your R&D (research and development) budget for seeking new renewable and viable alternative sources of energy has traditionally been between 22-24% of your operations revenue. You have decided to increase that budget line item to 35% for the next fiscal year on the strong recommendation of Bennet.
Additionally, you have also decided to equip your headquarters and other 8 sites in the west with active solar energy systems and wind power generators. You are a publicly held company and your stock has been less than stellar in its last 3 quarters’ performance. Your third quarter just ended, and you are about to hold your earnings meeting. Your earnings after operating costs are modest. You are announcing your numbers and your plans to increase the R&D budget and installation of renewable energy systems.
Discuss the above scenario as the executive board of Future Fuel and in 5-pages answer these questions.
What are you actually aiming to achieve? Why?
What is your policy/position on corporate social responsibility and ethics - your corporate philosophy?
What, in your opinion, to do owe to your shareholders? Why?
What return on investment does your activity/enterprise require? Is this a strategic driver in itself, or simply the means by which you maintain your activities in support of your goal(s) from question 1?
How do you balance the needs of the shareholders and the need to innovate?
Expectations: Use a minimum of 5 references to defend your position.