Page 107 - Fundamentals of Management Myths Debunked (2017)_Flat

106 Part 1 • Introduction
YouTube video called “Kill the K-Cup” hit the Internet in early likely to save electricity over a coffee pot that’s constantly
2015. The apocalyptic nature of the video highlighted the ex- “on” to keep the coffee warm. Also, the pods have been shown
treme waste and irresponsibility of continuing to make coffee to be a more efficient way of extracting coffee from grounds,
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in a way “that simply cannot be sustained.” It was eventually thus saving resources. And other approaches to coffee making
revealed that the creator of the video was a production com- likely use more water in brewing coffee that may not actually
pany in Halifax, Nova Scotia, whose employees loved their be consumed and then dumped down the drain. So, although
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Keurig until they began to notice the growing pile of discarded “environmental awareness is never a bad thing,” are the critics
K-Cups that, despite great Canadian recycling programs, could overreacting to the situation?
not easily be recycled.
So what does the company say? Keurig’s chief sustainabil- Discussion Questions
ity officer, Monique Oxender, says that the company isn’t happy
with its track record either. In 2014, the company pledged to 3-19 What global issues do you see here? What ethical/social
create a fully recyclable version of the K-Cup by 2020. Of responsibility issues do you see here?
course, the critics have jumped all over the 2020 goal saying 3-20 Are the critics overreacting to the situation? Do you think Keurig
Green Mountain’s managers are handling this situation in the
that five years is a long time to continue to fill up landfills and best way, ethically and responsibly? What else could they do to
pointing out that the plastic used in the K-Cups will never be be more ethical and responsible?
able to be fully recyclable because of the type of plastic it is. 3-21 Are Keurig’s proposed actions best described as social obliga-
In its annual sustainability report, Keurig Green Mountain tion, social responsiveness, or social responsibility? Explain.
describes its efforts to strengthen its global citizenship and sus- 3-22 What do you think the statement “environmental awareness is
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tainability leadership. Others have said that despite the outcry never a bad thing” means?
against the K-Cups, there are some sustainability benefits to the 3-23 What lesson(s) about sustainability and business did you learn
Keurig machine and its single-serve pods. For instance, they’re from this case application?

CAse ApplICATION 3
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From Top to Bottom

iversity management is the bottom line at profes- a foreigner—you get a different perspective.” In addition, his
sional services company PricewaterhouseCoopers work team included individuals from France, Australia, and the
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D(PwC). And the company’s commitment to diver- United Kingdom, as well as from Japan. He soon recognized
sity puts them at the top of the list for Top Companies for that people from different cultures approach problems with dif-
Diversity as determined by DiversityInc. So what does a com- fering perspectives—that his way wasn’t necessarily the right
pany do to be recognized as way and certainly not the only
the number one company for Professional service way. That’s why now, as the
diversity management? Well, company’s top executive, he
it starts at the top. companies prosper or realizes that to help his com-
PwC’s chairman and fail because of their pany succeed in today’s global

senior partner Bob Moritz is a human talent. economy, an inclusive culture
vocal advocate of diversity and that attracts and retains diverse
inclusion and says that “it’s talent is critical.
also the key to sustainable global growth for an organization.” PwC also has several diversity programs and initiatives in
Moritz’s commitment to diversity stems from his personal place. The company’s first chief diversity officer (CDO) was
experiences. As a young professional, he lived in Japan for three appointed in 2003 and, like at many organizations, was first
years where he was a minority. He recalls, “If you’re overseas “housed” in the human resources department. Now, however,
or in a country where no one speaks your language—or the cab the CDO reports directly to Moritz, giving the position credibil-
refuses to pick you up in the middle of the night because you’re ity and, more importantly, accountability. Another interesting