Challenges in the Brewing Business in Japan Toward an Environmentally
Friendly Company
MBAA TQ vol. 42, no. 2, 2005, pp.
107-112 |
VIEW ARTICLE
Yasutsugu Kawasaki and Hiroto Kondo. Institute for Beer & RTD
Development, Suntory Limited, 1-1-1 Wakayamadai, Shimamoto-cho, Mishimagun,
Osaka 6188503, Japan.
Abstract
Beer companies recognize that business success depends upon consumer
perception of the company�s reliability. To be considered reliable by
consumers, beer companies are making efforts to establish compliance statements,
to guarantee the quality of their beer, to build consumer satisfaction and
confidence, and to put ecoship and sustainability management into actual
practice. Additionally, in response to consumer demands, beer companies have
begun to think carefully about the environmental issues associated with beer
production. Beer companies are now eager for ecoship management in order to take
advantage of natural energy sources, promote the reuse of packaging and the
recycling of waste, reduce waste, and promote diversification. Recycling also
contributes to the reduction of waste and of production costs. Ecoship and
sustainability may also carry more weight going forward. Ecoship will pay off in
business after all, because consumers actually think more highly of a company
that practices ecoship management.
Keywords: brewing, ecoship management, environment, Japan, sustainability
management
This online article contains color figures.
S�ntesis
Las empresas cerveceras reconocen que el �xito de su negocio depende de
la percepci�n que tiene el consumidor sobre la confiabilidad de la
empresa. Para hacerse confiables en los ojos del consumidor, las
cerveceras se esfuerzan en establecer su conformidad a normativas para
garantizar la calidad de sus cervezas, fortalecer la satisfacci�n y
confianza del consumidor y ponen en pr�ctica la administraci�n de
sustentabilidad. Como respuesta a las exigencias de los consumidores, las
cerveceras han comenzado a pensar cuidadosamente sobre temas ecol�gicos
asociados con la elaboraci�n de cerveza. Las cerveceras ahora se muestran
dispuestos a administrar con mentalidad ecol�gica, aprovechando fuentes
naturales de energ�a, promoviendo el reuso de envases y reciclaje de
desechos, reduciendo desperdicios y promoviendo la diversificaci�n. El
reciclaje tambi�n contribuye a la reducci�n del desperdicio y baja los
costos de producci�n. La administraci�n de la ecolog�a da dividendos
porque los consumidores aprueban de una compa��a que piensa
ecol�gicamente.
Palabras claves: elaboraci�n de cerveza, administraci�n ecol�gica,
Jap�n, sustentabilidad
