Nice guys finish first, say Ben & Jerry's execs

04/10/2014 | MarketingMagazine.co.uk (U.K.)

Ben & Jerry's says it's committed to making "the best possible ice cream in the nicest way possible" -- and that approach is driving high levels of customer loyalty, writes Brad Edmondson. "It's much harder to run a mission-driven company than it is to run one that is simply devoted to making a profit. But there are significant benefits, and insanely loyal customers, suppliers, and employees are among them," he writes.

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