The founders believes that keeping these three aspects of the ethical and philosophical foundation of the company in synchronization with each other while being reciprocal to both internal and external stakeholders, the company could continue to prosper while being a company exhibiting best practices in CSR. From the case study (Austin & Quinn 2007), the three elements of this triad have been defined as follows: Product Mission: To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment
In addition, values-led marketing is about connecting social issues with marketing campaigns. Since marketing is such a powerful tool to give an opinion, the promotion of the products is often linked to social messages (Roddick 2000) and for many companies the message and the ethics of their companies become the same, which has been the deliberate goal of Ben & Jerry's approach to defining their brand
Willing to "weather the political storms" and remain in-country during shifts in political leadership. Solicits local and regional feedback concerning consumer preferences for ice cream products (Parsons 1999)
5 per cent alcohol by volume, a category into which this product presumably fits. This includes posters, neon, advertisements on restaurant fixtures, newspapers, television and radio (Osterberg & Karlsson, 1998, p