Green Mountain Coffee Case Study Essay

618 Words Oct 20th, 2012 3 Pages
Success Begins with Three Conscientious capitalism underscores the importance of aligning stakeholders’: employees, customers, shareholders, suppliers, community, and the environment, interests into the company's decisions by refocusing on purpose instead of profit, which incidentally results in a successful bottom line (Sacks, 2009). The operating philosophy of conscientious capitalism incorporates three assumptions: interconnectedness, holistic wealth, and traversing time through multiple generations. Green Mountain Coffee Roasters (GMCR) has integrated this ethical continuum into their operational strategy, which has led to their current success.
Interconnectedness
GMCR embodies interconnectedness through their annual summit
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Another example of VBM is GMCR’s utilization of Fair Trade initiatives and family farming contracts that employ direct buying agreements granting farmers fair prices for their crops. By employing these types of social standards as a tradeoff for long-term sustainability, GMCR makes all stakeholders feel valued, which in turn increases their passion for productivity and subsequently GMCR’s bottom line.
Traversing time through multiple generations
With a global focus on agricultural replenishment and perpetuity, the common emphasis for businesses in this industry has been extending the vivaciousness of crops across multiple generations. Given that 30 coffee trees are required to provide one, three time per day coffee drinker with enough coffee and combined with the fact that the trees have to remain viable for at least 10 years to yield a financially profitable crop, GMCR’s commitment to organic food processes promotes to the concept of multiple generations of time, allowing farmers to pass their crops through generations (Neville, 2008). By trading a traditional business paradigm for one centered on an all-inclusive value-based continuum that encompasses interconnected systems of farmers, stakeholders, land, and visible and invisible time,