CASE STUDY A PERSONAL CRUSADE<\/p>\n
The senior leaders of DM Bicycle Company led into the conference room, their hands full of coffee containers, BlackBerrys, and the agenda for that morning\u2019s meeting. With the end of the scal year in sight, the CEO, Gino Duncan, wanted to discuss sales project ( help with nursing paper writing from experts with MSN & DNP degrees)ions for FY11.
\n\u201cGood morning, everyone,\u201d he said. \u201cThanks for coming in early. I know y\u2019all can\u2019t wait to break down the budget, but before we get started, do you notice anything unusual outside\u201d He gestured at the window behind him.
\nCarolyn Bridges, DMBC\u2019s HR [human resource] director, peered down on what looked from the 10th oor like a procession of shiny beetles scuttling down the Bicentennial Greenway. They were actually bikers wearing helmets that reected the bright North Carolina sunlight. \u201cLots of cyclists out this morning,\u201d she said. Carolyn had ridden the Greenway many times since she joined the company, but she couldn\u2019t remember ever seeing so much trafc.
\n\u201cBingo!\u201d Gino said. \u201cMore and more people are biking to work, and that\u2019s good news for us.\u201d
\nGino had created DMBC, now a public company, out of his passion for the outdoors and his eye for unique bicycle designs. The company\u2019s
\n1,500 employees all worked at its headquarters and factory in Greensboro. The bikes were called \u201cGreenies,\u201d as a tribute to their hometown.
\nEveryone in the room knew that orders were coming in at a record rate. Carolyn relished the thought of nally being able to staff up for increased production. She hoped that the strong sales growth meant the company could reinstate the bonus pool that had been discontinued when the nancial crisis struck. But her excitement was short-lived. Gino\u2019s face grew serious. \u201cAs most of you know,\u201d he said, his emotion nearly overcoming him, \u201cabout eight months ago my nine-year-old daughter, Nicole, was diagnosed with Batten disease.\u201d
\nHis listeners nodded sympathetically. Most of them could remember Nicole and her brothers riding their bikes around the ofce on training wheels. Gino had taken Nicole\u2019s diagnosis very hard and had spent several months working from Rochester,
\nNew York, while she was undergoing experimental treatment.
\n\u201cIt\u2019s an inherited neurological disorder that affects two to four out of every 100,000 born in the U.S. each year,\u201d Gino continued. \u201cThey start exhibiting symptoms between the ages of ve and 10, and don\u2019t make it past their early twenties. They go blind, become mentally impaired, and are aficted with seizures . . .\u201d His voice began to crack. After a moment, he said, \u201cAs you can see from our project ( help with nursing paper writing from experts with MSN & DNP degrees)ions, we\u2019re about to have the best year in our 23-year history. I\u2019d like to divide the windfall between a new CSR program focused on Batten disease and employee bonuses.\u201d
\nThe room was silent. Then one of the executives asked the question that was on everyone\u2019s mind.
\n\u201cJust for clarication\u2014by \u2018divide between\u2019 do you mean split equally\u201d
\nGino\u2019s eyes icked toward the speaker. \u201cTo be blunt, which do you think is more important Finding a cure for a devastating disease, or putting a little extra padding in someone\u2019s wallet\u201d
\nCarolyn was shocked. The company had not given raises in three years and in some cases had been forced to cut salaries, yet Gino seemed to want to direct the bulk of the expected prots toward ghting for his daughter\u2019s life. She respected his fatherly feelings, but was this really a corporate responsibility
\nFor Discussion:
\n1. Is diverting a portion of corporate prots to ghting a childhood disease a legitimate CSR activity for DMBC What percent of prots would be appropriate Explain.
\n2. Where on Carroll\u2019s global CSR pyramid (Figure 5.1) would you put Gino Duncan\u2019s idea Explain.
\n3. Which, if any, of the ten general ethical principles presented in this chapter seem to drive Gino Duncan\u2019s prot-sharing decision Which ethical principle should drive any decision about corporate prot sharing Explain.
\n4. If you were a member of DMBC\u2019s corporate board of directors, what would you advise Gino Duncan to do Explain your ethical reasoning.
\nWrite a 3 page paper synthesizing your ideas about Closing Case, “A Personal Crusade”. You are expected to incorporate the answers to the case discussion questions in your response and support your ideas w\/ appropriate citations