The Responsibility Project

In: Business and Management

Submitted By kennedyd
Words 556
Pages 3
The Responsibility Project
Daphne Kennedy
ETH/316
May 22, 2012
Dr Steve Wyre

The Responsibility Project
The film called Avalon is an inspiring one. The link to the film is: http://responsibility-project.libertymutual.com/films/the-entrepreneurial-spirit-avalon#fbid=NsvA-zAC7Jw. Two women endeavored to start a new small business in the city of Detroit. The business is baking bread. They show how brave they are and that healing a city can happen. They demonstrate how to use ethical principles to address organizational issues.
The issues in the film involve the city of Detroit. This city experienced a huge downfall with the crash of the economy. According to Huffington Post the Detroit News reports that Detroit has an enormous unemployment rate nearly 50% because of layoffs of the major auto manufacturers (Huffington Post, 2011). The women who started Avalon saw the need to heal the city and create jobs.
The organizational ethics portrayed in this film are amazing. As stated in the film by one of the founders who have three bottom lines. “One is the responsibility to the earth, one the responsibility to the employees and the other is the responsibility to the community” (Liberty Mutual The Responsibility Project, 2012). The external pressure of the later is major. The social pressure influencing this business decision is the community needed them to start this business.
Their decision to start a business was a big risk, especially starting a business they knew nothing about. The women knew nothing about baking or running a small business. They wanted to be a model for a successful small business in this community. The community rewarded them by taking the attitude of; if someone has the audacity to start a business here in this economy, the community will make sure it succeeds.
Bread making is metaphor. Bread is nutritious, and it brings…...

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