New Belgium Brewing's ethical and environmental responsibility practices

New Belgium Brewing (NBB) has chosen to engage in a host of environmental programs. These include programs which effectively reduce the emissions and waste and programs which are aimed at improving the overall context of the local community in which the organization operates. While the organization has focused on these issues as a means to ensure that it is able to positively grow its brand image, a review of the case and the development of the organization suggest that NBB has strategically aligned its environmental improvement efforts with the core strategy of the organization. Research on efforts to grow corporate social responsibility suggest that aligning responsibility initiates with the strategy of the organization will produce cooperative relationships which should prompt better outcomes for the financial success of the organization (Mackey, Mackey and Barney, 2007). This appears to be the case for NBB.

Considering why NBB chose to develop such integrative corporate social responsibility programs, it seems reasonable to argue that the organization faced considerable challenges given the nature of its business. As stated in the case, many believe that a company that sells alcoholic beverages cannot be socially responsible. Interestingly however, research does demonstrate the by building the image of the organization, customer response to the organization can be quite positive regardless of the industry in which the organization operates (Xiaoli and Heo, 2007). Overall, business ethics can serve as the impetus for the development of a strong internal culture that pervades to the exterior of the organization and encompasses customers (McDonald, 2007). This appears to be what NBB has accomplished as a result of its decision to place environmental concerns above the desire to make a fast profit. In the end, New Belgium Brewing has become a model of corporate social responsibility by promoting its image and strategy through environmental development projects.