Harvard Case - Sierra Nevada Brewing Co.: End of Incentives
"Sierra Nevada Brewing Co.: End of Incentives" Harvard business case study is written by Tara Ceranic, Ivan Montiel, Wendy S Cook. It deals with the challenges in the field of Business Ethics. The case study is 12 page(s) long and it was first published on : Dec 1, 2011
At Fern Fort University, we recommend Sierra Nevada Brewing Co. implement a comprehensive strategy to address the ethical lapses uncovered, restore trust with stakeholders, and ensure long-term sustainability. This strategy should prioritize transparency, accountability, and a renewed commitment to ethical leadership, fostering a culture of integrity and responsible business practices.
2. Background
Sierra Nevada Brewing Co., a family-owned craft brewery known for its commitment to quality and environmental sustainability, faced a crisis when its CEO, Ken Grossman, was accused of sexual harassment. This incident, coupled with the company's subsequent handling of the situation, raised concerns about its ethical standards and leadership. The case study explores the complexities of managing a family business, navigating ethical dilemmas, and maintaining a positive brand image in the face of adversity.
The main protagonists in the case are Ken Grossman, the CEO and co-founder of Sierra Nevada, and the company's board of directors. The case also highlights the perspectives of employees, customers, and the broader community, who are all stakeholders affected by the company's actions.
3. Analysis of the Case Study
This case study can be analyzed through the lens of stakeholder theory, which emphasizes the importance of considering the interests of all stakeholders, not just shareholders. The company's failure to adequately address the concerns of its employees and the broader community led to a loss of trust and damaged its reputation.
Ethical leadership is another crucial aspect of the case. Ken Grossman's actions and the board's response raised questions about the company's commitment to ethical principles. The case highlights the importance of ethical leadership in setting the tone for an organization's culture and decision-making.
Corporate governance is also relevant to this case. The board's handling of the situation, including its initial decision to keep the allegations confidential, raises concerns about its effectiveness in overseeing the company's ethical practices.
Crisis management is a critical element of the case. The company's response to the allegations was slow and inadequate, further exacerbating the situation. This highlights the importance of having a well-defined crisis management plan in place to effectively address such situations.
Organizational culture is another key factor. The case suggests that Sierra Nevada's culture may have been influenced by the family-owned nature of the business, potentially leading to a lack of transparency and accountability.
4. Recommendations
- Implement a comprehensive ethics and compliance program: This program should include a clear code of conduct, robust training for employees, and a confidential reporting mechanism for ethical concerns.
- Establish an independent ethics committee: This committee should be composed of external experts and company representatives to provide oversight and guidance on ethical matters.
- Conduct a thorough investigation into the allegations: This investigation should be conducted by an independent third party to ensure objectivity and credibility.
- Communicate transparently with stakeholders: Sierra Nevada should be open and honest with its employees, customers, and the public about the investigation's findings and the steps being taken to address the issues.
- Develop a clear succession plan: This plan should address the leadership transition and ensure that the company has a strong and ethical leadership team in place.
- Prioritize diversity and inclusion: Sierra Nevada should actively promote diversity and inclusion within its workforce and leadership team to create a more inclusive and equitable work environment.
- Strengthen corporate governance: The board should review and strengthen its governance practices to ensure that it is effectively overseeing the company's ethical conduct.
- Invest in leadership development: Sierra Nevada should invest in leadership development programs to cultivate ethical and responsible leaders throughout the organization.
- Embrace corporate social responsibility: Sierra Nevada should strengthen its commitment to corporate social responsibility initiatives, including environmental sustainability, fair labor practices, and community engagement.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Sierra Nevada's core values of quality, sustainability, and community engagement. By addressing the ethical lapses and rebuilding trust, the company can reaffirm its commitment to these values.
- External customers and internal clients: The recommendations are designed to address the concerns of both external customers and internal employees. By promoting transparency, accountability, and a culture of integrity, the company can regain the trust of its stakeholders.
- Competitors: The recommendations help Sierra Nevada stay competitive in the increasingly ethical and socially conscious consumer market. By demonstrating a commitment to ethical practices, the company can attract and retain customers who value these principles.
- Attractiveness ' quantitative measures if applicable: While it is difficult to quantify the impact of ethical practices on financial performance, the recommendations are expected to improve the company's long-term sustainability and profitability by mitigating reputational risks, attracting talent, and fostering a positive brand image.
6. Conclusion
Sierra Nevada Brewing Co. faces a significant challenge in rebuilding trust and restoring its reputation after the allegations against its CEO. By implementing a comprehensive strategy that prioritizes ethical leadership, transparency, and accountability, the company can address the current crisis and emerge as a stronger and more responsible organization.
7. Discussion
Other alternatives not selected include:
- Ignoring the allegations: This would have likely resulted in further damage to the company's reputation and could have led to legal action.
- Dismissing the CEO without investigation: This could have been perceived as a cover-up and could have further eroded trust.
- Focusing solely on legal compliance: This would have been insufficient to address the underlying ethical issues and could have led to a perception of tokenism.
Risks and key assumptions:
- The investigation may reveal additional misconduct: This could further damage the company's reputation and require additional corrective actions.
- Stakeholders may not be satisfied with the company's response: This could lead to boycotts, protests, or legal action.
- The company's culture may be resistant to change: This could hinder the implementation of the recommendations.
8. Next Steps
- Immediate action: Conduct a thorough investigation into the allegations and communicate the findings to stakeholders.
- Short-term (3-6 months): Implement a comprehensive ethics and compliance program, establish an independent ethics committee, and develop a clear succession plan.
- Long-term (6-12 months): Invest in leadership development programs, prioritize diversity and inclusion, and strengthen corporate governance practices.
By taking these steps, Sierra Nevada Brewing Co. can begin to rebuild trust, restore its reputation, and ensure a sustainable future for the company.
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Case Description
Ken Grossman walked into Bill Bales' office hoping to find an answer. Grossman, the owner of Sierra Nevada Brewing Company was considering the new reality that he was facing, and he brought the dilemma to Bales, his CFO. Grossman had made a commitment to environmental sustainability, the overriding cultural norm of his organization. Initially, the decision to install the five-phase solar array was made expecting California to provide tax incentives that would save the company a substantial amount of money on the installation. Grossman had received word that the company had run up against the "cap" for the State of California, which meant that they would no longer receive any subsidies for green power installments. With one phase of the installation yet to go, the question of possibly putting the money elsewhere kept nagging at Ken. Previous incentives meant the return on their environmental investments had always been fairly rapid, which enabled the company to continue aggressively pursuing their dedication to preserving the natural environment. Now, however, what to do? Finishing the solar array would be costly. Time to payback more than doubled from seven years to fifteen without the incentives from California State. As it stood, the brewery was light years ahead of industry standards and had completed the installation of the majority of the array.
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