Case Study - Ben & Jerry's 1. What is your assessment of the job Ben Cohen has done as the CEO of Ben & Jerry's Homemade? Do you agree with his decision to relinquish his position as CEO? Why or why not? Ben has done a great job as CEO. From a business standpoint and in view of the company’s mission, I disagree with his decision to step down as CEO. The company’s growth has been …showed first 75 words of 662 total…

…showed last 75 words of 662 total…a new CEO was a brilliant marketing ploy. If a great CEO can be found from the contest, then the image of a company run by down to earth hippie dudes could be rolled over into the new management. The new CEO should have a down to earth responsible-activist-who-became-CEO-of-a-big-company-by-writing-an-essay image 8. What changes in strategy or in internal management practices would you recommend to the new CEO? The new CEO should initiate merit bonuses for employees.