ABSTRACT
On June 11, 2008, InBev-a Belgium-based Brazilian-run, and world’s second largest brewer-made a $46 billion bid for Anheuser-Busch (AB).1 While some AB managers wondered what would happen to them if their firm were bought, many New Belgium Brewery (NBB) employees knew how they would vote if such a large brewer with an unknown environmental sustainability record wanted to buy them-No! Kim Jordan and her husband Jeff founded NBB in 1991 to turn their passion for good quality beer into a business they could work at and with which they could feel good about themselves at the end of the day. By 2008, it was not unusual for the firm to be mentioned as an example of a firm that did some socially responsible things that not only differentiated it but also kept its costs low.
