- Choose a firm on which
you have data, for instance through a recent annual sustainability report.
Analyse the underlying society-nature paradigm of this firm. [it is
useful to substantiate your analysis with quotes from the report or
website(s)]
- Give a well-argued assessment of the extent to which this firm, in your opinion, contributes to the sustainable development of the larger system of which this firm is a part.
For this
assignment, I chose Heineken International, with more focus on Heineken NV.
Heineken's
slogan is ''Brewing a Better Future'' represents the objective it has to become
the World's greenest brewery (sustainable)by 2015. According to the annual
report, it seems (is alleged) that they have been progressing according to
their established plans to progress in the triple bottom line. From my viewpoint, I believe this firm
possesses an ''Environmental Protection'' paradigm . where the
''private interest government'' form of coordination is obvious
Taking a look
at Heienekn NV, '' Heineken cares'': as an alcohol producing industry, it is
engaged in many campaigns and have a responsible advertising policy, even though
the alcohol industry was given responsibility for regulating
its own advertising and promotional activities through their own ''Committee
for Advertising Rules'' and so far not controlled by legislation, government sanctions
are present if violation occurs.On a local system boundary, it seems that
Heineken NV is quite bound to those regulations, but that would not be the case
on other countries, for instance in Russia (according to Andrei; a
Dutch-Russian classmate) Heineken commercials are there on T.V. throughout the
day!
On the Planet
aspect '' Green Brew'' and ''Green Commerce'': Heineken gives big focus at
present on renewable energy ''Wind Turbines'' and that took place after getting
a government subsidy on it. Meanwhile, on other aspects as reducing the carbon
and water footprint, they allege on their report to become close to their
targets, but the progress is not significant according to their figures
(2009-2011) and still water use does not follow a well- regulated resource
management strategy, maybe it will if the government provides some regulation
on it.
(Taken from 2011 sustainable report)
taken from 2009 sustaianbility report
It is most
definitely unreasonable to assess an organization's level of sustainability according to what has
been mentioned in their sustainability
reports , which are designed to be a mean of attractive publicity. Generally
speaking, Heineken is a profit- oriented organization, with shareholders fully
aware that becoming more sustainable guarantees competitive advantage, rather
than being a core value. The variation of how sustainability is attained if we take
the the planet aspect as an example, it
is clear how Heineken complies to the
government regulations of each country in which it operates ( if we make a
comparison between 2011 sustainability report of Netherlands and Egypt, there's
even no need to get into details to make a point….. for a 132 –page Dutch report full of numbers, charts
and statistics and the 4- page Egyptian report, referred to as ''Factsheet''!!)
Another
comparison between the Dutch, Egyptian and Nigerian reports regarding reduction
of water consumption, the goals set are significantly different, showing more
action and responsibility in the Netherlands, not to mention that the Dutch breweries
are the world's biggest!!
Egyptian figures (2011)
Nigerian Figures (2011)
Dutch figures (2011)
If Heineken truly
aspires to become the world's greenest brewer by 2015, some unified goals
regarding energy, water consumption, …etc among all producing countries should be
established.
On narrowing
the system boundary into Netherlands, Heineken seems to achieve noticeable progress
in the three cornerstones of sustainability, this is a quote written by a Heineken outsider and figure of the
Dutch government, might be regarded as a fair support to that:
Ton Rombouts, Mayor Of ‘S-Hertogenbosch in
2009's sustainability report:
“Sustainability
and corporate governance are engrained in the company. From the time the
company opened its doors in 's-Hertogenbosch in 1958, Heineken has been
strongly involved in the economic and social development of the town. As far as
sustainability is concerned, the company has successfully been the driving
force behind the national flagship project 'Sustainable revitalisation of the
Rietvelden Industrial estate', which included a focus on soil sanitation and
the structural protection of industrial water collection. The company is also
very committed and dedicated to improving the links between education and the
business world. With the brewery's support, many small and large events have
blossomed into image-defining events, and great meeting places for people from
the region and beyond, such as Jazz in Duketown, Burgundian ’s-Hertogenbosch,
Martime ’s-Hertogenbosch, and last but not least, the annual Carnival. With the
biennial Brewery Cultural Award for the city of ’s-Hertogenbosch, the company
reinforces its connection with cultural life in the city. It gives young
professional artists an opportunity to develop. The star in the Heineken logo
is clearly casting its rays on the development of the city.”
Refrences:
Heineken Sustainability reports:
1) Heineken NV 2011:
2)Heineken Egypt 2011:
3) Heineken Nigeria 2011:
4) Heineekn NV 2009:
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