Fundamentals of Financial Management

For many companies, the decision would have been
an easy “yes.” However, Ben & Jerry’s Homemade
Inc. has always taken pride in doing things
differently. Its profits had been declining, but in 1995
the company was offered an opportunity to sell its
premium ice cream in the lucrative Japanese market.
However, Ben & Jerry’s turned down the business
because the Japanese firm that would have distributed
their product had failed to develop a reputation for
promoting social causes! Robert Holland Jr., Ben &
Jerry’s CEO at the time, commented that, “The only
reason to take the opportunity was to make money.”
Clearly, Holland, who resigned from the company in late
1996, thought there was more to running a business
than just making money.