The Responsibility Project Avalon

The Responsibility Project: Avalon

This paper is on short film “Avalon” from The Responsibility Project. Locate the link for the film: http://responsibility-project.libertymutual.com/films/the-entrepreneurial-spirit-avalon.

Avalon is more of an inspiration than just a story in which two women spearhead a small new business of baking bread in a bad economic condition and achieve the success they desired. Throughout the film the owners discuss the organisational issues they have faced over the course of time and how they have used ethical principles in demonstrating and overcoming these issues.

This film revolves around Detroit city during the turn of Economic Meltdown when people living in the city had to face the burden of crashing economy with their Pay check. Due to the downfall the unemployment rate reached up to 50% and majority of it was due to mass layoffs at auto manufacturing factories. Co-owners Ann Perrault and Jackie Victor during this time of distress aimed at creating quality work and jobs (MetroTimes, 2002). With many people being Laid-off Co-owners and Life partners Jackie Victor and Ann Perrault had a huge job of healing the city in their hands. (MetroTimes, 2002)

Organizational ethics is crucial throughout the backdrop of this film. At one point in film Co-Founder Jackie Victor states “We have set three bottom lines that reflected our politics and our ethics and it is right relationship with the earth, right relationship with the employees and right relationship with the community” and Ann Perrault stated “When you look at the city as a whole, I can’t just sit back and say well I don’t have the potential to grow. I think our responsibility here to provide as many jobs as we can here, because Detroit needs jobs” (Liberty Mutual the Responsibility Project, 2012). Pressure being the highest on creating jobs created a social responsibility which influenced the business owners in taking the business decision in starting Avalon.

With no...