Summary: Evaluating External Organizational Communication

The management level of this company has lack communication with their employees. The company never empower their employees, which makes all the employees become lazy and more likely to listen the orders from the SMART group.

The New Belgium Brewing Company is one of the leading producers of craft beers, or

Consumer demand for robust ale was not being fulfilled with the current beers on the market. In 1991 Jeff Lebesch and his wife Kim started the company out of their basement. They focused on the rich flavor and unique concept. Their focus on social and environmental responsibility has set them apart from brewing companies on the market. Jeff and his wife wanted to promote a product while being innovative and socially responsible. They designed their core values and mission statement while hiking in a national park (Ferrell, 2010). In addition they wanted to promote the brand and corporate citizenship (Ferrell, 2010). Although the product is alcohol they encourage consumers to be responsible. Also, they have sponsored events, dinners and philanthropic causes to help gain consumer loyalty. In 2013, USA named NBB as 6 out of 15 best brewing companies (Franklin, 2013). Also, the company has increased is competitive advantage with is stance on environmental conscience brewing. They were the first brewery to utilize wind power generator, even with an increase cost of .025 per kilowatt (Asher, Bidner and Greene, 2003). Also, they utilize light tunnels, windows and recycled steam to reduce their carbon footprint (Gorski, 2013). In 2002 NBB participated in the LEED-EB pilot program (Ferrell, 2010). Furthermore, the company donates $1 for every barrel of beer sold to each of the 26 states territories and distributed $700,000 in 2012 (What we are about, 2013). Despite

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New Belgium Brewing strives to reduce it’s impact on the environment. NBB invested in a wind turbine, making it the first fully wind powered brewery in the United States. NBB has also incorporated a steam condenser that captures and reuses hot

Suncor Energy’s strategic involvement in corporate social responsibility is a very important factor for me as a possible future employee. I believe a company who gives back to the community where it operates will treat its employees with respect. Their involvement in corporate social responsibility will create a community that will be fertile with employable talents in the future. This participation in corporate social responsibility is seen as an advantage for the company as it will develop the community in which it draws its resources, both human and material. It will also boost the company’s reputation and corporate image and subsequently attract quality applicants.

However, customers expect same social responsibility activities that NBB does now even though NBB enlarge the business. If they enlarge their business, they should care a lot of thing as I mentioned before. So maintain customer intimacy and social responsibility will not be easy. Also, lack of employee that leads other state could be another problem to do social responsibility.

One of the Nation’s third-largest craft breweries, based out of Colorado, New Belgium Brewing Company, Inc. (the Company). The Company was founded in 1991, a privately held corporation. Its first operation started off in the basement of Jeff Lebesch (founder). The Company prides itself on its branding strategies “triple bottom line” and social responsibility which focuses on economic, social, and environmental factors. New Belgium’s marketing strategy links the Company’s viewpoint to the quality of its products. The Company continues to support the community, giving back & advocating positive change. However for continued success, New Belgium has to continually analysis its situation in the marketplace,

* Advertising – Advertising is a way to inform in a way of notice or announcement to the public or businesses about promotions, services and products. Other can be information about upcoming events or a massive sale. Advertisement can be informed through TV, leaflets and Radio. CWOA inform their customers about new events taking place via Television advertisement as well as posters on public transport vehicles and on their websites. Their recent service is the Zufari which is a bit like a safari but at the CWOA location. CWOA will inform families and

The interpretative view of organizational communication developed from a humanistic approach to organizational behavior. The approach views organizations as cultural centers that develop over time. Consequently, the cultural setting of an organization determines the relationship between the management and the employees as well as between the employees. The interpretive organizational communication approach centers on the nature of communication between human beings in their natural environments. Moreover, the approach seeks to establish communication between persons whose incentive to communicate develops from the desire to accomplish the goals that describe the organization.

In a world where large, corporate breweries rule the market, craft beer is created to please an audience that applauds the styles, techniques and flavors. Though craft beer can be purchased through several different outlets, the best place to thoroughly enjoy the entire experience of the specially made beer is in the brewery where it was made. The article titled, “In Lean Times, a Stout Dream” in The Wall Street Journal1 states that, despite the hard economic times and consequent consumer cutbacks, sales of craft beer, the industry 's fastest-growing segment, rose

New Belgium Brewing Co. (NBB) is a craft beer leader that embraces sustainability and corporate responsibility. For New Belgium, social, ethical, and environmental responsibilities are as important to the company’s operations as profitability. For New Belgium, business is as much about improving the local community as it is about making beer.

Through their brand recognition, New Belgium Brewery has won the beer battle between most of their competitors. Beer connoisseurs know New Belgium Brewery by their infamous New Belgium Fat Tire. Fat Tire has helped New Belgium gain a competitive advantage because of the beers high demand. Also, New Belgium’s social responsibility is a major part of why they obtain the competitive advantage over their competitors. New Belgium is a simple company that portrays an economical friendly production, a strong family back- round, and consumer-based market strategy. New Belgium focuses on three responsibilities, social responsibility, employee responsibility, and environmental responsibility. Also, because of their focuses, they have become one of the top competitors to other craft beer

In other words, corporate social responsibility is a serious competitive advantage for NBB. Corporate social responsibility practices are to improve the wellbeing of society. New Belgium’s social responsibilities provide the company with a serious competitive edge because consumers have the desire to believe in and have a positive feeling when it comes to spending their money. The company’s socially responsible vision that gives mainly to its consumers progressively supporting what the company stands for on all levels. Corporate social responsibility operations aid to build corporations and or businesses look troubled about generating a thriving workplace and community to gain participation and keep workers and buyers.

Having assessed to my organization skill through the presentation, I have determined that I am competent in my organization skill. I have judged myself against following criteria: