OVERCOMING SNAGS

Implementing a sustainability agenda can offer leadership challenges at many levels.

Sometimes, for example, even relatively small corporate decisions suddenly become more complex. Fetzer Vineyards, based in Hopland, California, and owned by Brown-Forman Corporation, recently encountered such a case. The company wanted to celebrate its fiftieth anniversary with a special wine, including a special label. The marketing department suggested a label with real gold incorporated in the design. But after studying the environmental implications of that choice, the members of the senior management team decided to pass on it, even though they knew the proposed design would have great marketing appeal and would be likely to increase sales. ...

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