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Actual business Essay

The topics of ‘how to protect the environment, improve overall human welfare, and build a fair world’ have drawn lots of attention global wide in past decades. The concept of green business and ethical/social practices have been introduced into business world, and the ecological issue has became an important influencer on companies business practices. Ever since the industrial revolution, people’s intervention on environment has never stopped.

While on the one hand the flourishing market allow us to buy more goods and have more convenient life, on the other hand all these have costs of consume more limited resources and intervene the balance of nature environment. It’s good that since last decades of 20th century, more and more attention have been drawn on this issue, and lots of policies and practices have put in implementation.

The pressures that push businesses to change come from two sides – firstly, the governments’ regulations and policies; and secondly, the stakeholders interests on green business philosophy. For a successful business, take these issues seriously in management concerning is crucial in nowadays. Not only because that businesses’ practices play a very important role in ‘build a better world’, but also by run a green business managers can better

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satisfy their customers’ needs. In this essay, we will use the case study of Innocent Drinks to examine how they implement the green business philosophy in their overall management, and evaluate their policies and practices.


What is a good business? Is it the one that would bring in a lot of money, provide stakeholders and managers higher life position and satisfaction? Although these are important criteria to assess a business’s performance, however, good business should has something more in today’s world, for example, the ecological practices, and concerning of ethic and social responsibilities.

We approach to welcome twenty-first century. Everyone is happy because world is going to be better. The horrible illnesses and problems of population, poverty and wars started to disappear. World starts to change and everybody think: Yes, maybe tomorrow it will be better. People go to their jobs and they earn money. The most important for them it is to have a good car, big home with swimming pool. Only a few people think what happens with our environment,with trees, with rivers, with woods. Now everyone is busy and not many people see that everything what is round us is going to die.

Have you ever asked yourself how environment can be damaged? Do you think about it when you leave the light in your room when you go out? Do you read a note on the packets of some products that you buy in supermarket? I’m sure that you don’t. You don’t want to waste your time so you use deodorant with CFC, you throw the rubbish into the sea and you don’t mind when all lights at your home are switched on, do you? So, you see that everyone damages environment although he is unaware of it.

Now the most important dangers are: sun’s radiation, devorestation and pollution. Sun’s radiation is bad, very bad for our skin. If the ozone layer disappeared we would have burns and our skin wouldn’t be just like before. The burns of sun\’s radiation leave horrible scars and later we could have problems. So the scientists scream: use less electricity, don’t smoke, use fewer products with CFC. All these things damage the ozone layer, which protects us from sun’s radiation. We should use bicycles, we shouldn’t burn forests, we should throw litter on beaches. We should be “green” and protect our planet. We have to use ozone friendly things because holes in the ozone layer might become bigger.

The ethic/social responsibilities on the other hand are about asking the question “What is right and wrong? Good and bad?” in business transactions ( Weiss, W. J. 1998). Although no one “best” definition of business ethics exists, the consensus is that business ethics requires reasoning and judgment based on both principles and beliefs for making choices that balance economic self-interests against social and welfare claims. In the world of business one was not expected to be quite as honest and fair as in other areas of life.

On the other hand, indeed the demand (Friedman, 1962) that the only responsibility of business is to make maximum profits for the shareholder is must as laden with ethical commitments as the pluralistic argument that business must be socially responsible to a wider constituency of stakeholders (Nash, 1990).


The Overall Review It’s about making life a little bit easier, a little bit better. – Richard 1 Although people in nowadays tend to pay more and more attention on healthy issues, with faster and faster life speed and more and more pressure, it is more like that work hard, and go back have some fast convenient food such as potato salad. Innocent believes that there is something about modern living that makes it hard to be healthy2, so the basic idea behind the business story is to help people treat themselves with something good and healthy in an easier way.

However, turn these healthy ideas into actual business was not easy. For example, the high price and relatively short shelf life means the business was not seems attractive at the beginning, and the founders found it was difficult to find investors. The three founders of Innocent finally managed to finance enough fund from an American business man, and established the company in 1999. In the past eight years, the company has enjoyed a very fast growing speed and now have a 20% slice of the market with a retail value of about � 50 m, according to market researchers AC Nielsen3.

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