CASE QUESTIONS: The Upper Big Branch Mine Disaster
1. How would you describe Massey Energy’s strategy leading up to the Upper Big Branch Mine disaster in April 2010? Is it ethical? Why or why not? Is there anything that Massey Energy has done or is now doing in the aftermath of that disaster that could legitimately be considered as “unethical” by its stakeholders? Explain.
2. In what ways, if any, is Massey Energy exercising corporate social responsibility? Are there any changes to its CSR strategy that you would suggest?
3. If some shareholders complained that Massey Energy has been spending too little or too much effort on corporate social responsibility, what would you tell them?
4. Is Massey Energy striving to conduct its business in a socially responsible manner? What specific additional actions could Massey Energy take that would make an even greater contribution to CSR and sustainability? What might be the long-term interests of shareholders? How might a commitment to CSR and sustainability contribute to Massey Energy’s competitive advantage or profitability?