Activity 2.5 and Activity 2.6
Voting with your Wallet

Activity 2.5 is based upon the information from Chapter One of Ben & Jerry's Double Dip. Please be sure you have read this chapter before proceeding.

Upon completion of this activity, you should be able to:
  • Define what values-led business means and give examples of companies that practice it.
  • Differentiate between values-led business and cause-related business.
  • Analyze your own product loyalty based upon values-led business practices.

Chapter One of Ben & Jerry's Double Dip sets the stage not only for the theme of this book but for Ben & Jerry's business philosophy. Businesses have a social responsibility to give to their community, help those in need, and to support causes that promote human rights and environmentally sound practices.

They use the term "values-led business" throughout the book. Based upon the reading from Chapter One, let's look at what "values-led" business means and why it seems to be working for many businesses today.

Think about it, Ben & Jerry's has to be doing something right. Have you ever purchased their ice cream? Granted it is good, but it is not cheap! Up to 2 and 3 times the price of other ice creams. So how is it that they are able to have such great success in the ice cream market? Values-led business practices seem to be the answer. Despite the price of their product, Ben & Jerry's has a very loyal customer base who are buying more than just ice cream every time they make a purchase!

Before you jump into the assignment, I would like for you to read the 1994 survey results that are listed on pages 48 and 49 of the book. These results would certainly seem to indicate that companies need to pay attention to causes that their customers care about. Where would you fall if you took this survey? When buying a product do you consider a company's business practices to be more important than price or quality? If you know that a company produces their product using sweatshop labor would you stop buying it? (Sorry Nike fans).

With competition being fierce in just about every product line, even the slightest advantage in attracting loyal customers can be worth millions. When you decide to purchase a product you send a message to the manufacturer of that product. You may not always realize it, but you could be supporting a company that supports issues that you are against or hold dear to your heart. Either way, you are VOTING WITH YOUR WALLET .



Let's take a closer look at this concept called "values-led" business and examine the products you are loyal to.

To get the details of what you are to do for this assignment, click on the ice cream above.


Grading Rubric for Activity 2.5
TASK
POINT VALUE
Providing explanation of values-led business, cause-related business, the potential rewards of being a values-led business, and the trade-offs of being a values-led business.
20 points
Identifying products or services that you are loyal to and explaining what your loyalty is based on.
10 points
Providing the URL address of company webpages, evaluating whether or not they are values-led or cause-related business and your explanation.
10 points
Using proper organization, spelling, and grammar.
10 points
TOTAL:
50 points X 2 = 100 possible

Activity 2.5 Voting with your Wallet
100 Points

Go to the Assignment Area to submit this assignment.

1. Read the above Requirements

2. Review the above Grading Rubric.

3. Submit this activity . You may type your text directly into the assignment or create your essay in a separate program such as Microsoft Word and then attach it.