Shepherd of Souls or Shepherd of Goats: Brother Marcel’s Dilemma
Marie-Catherine Paquier
EBS and CNAM, France
Fabien Pecot
TBS Business School, Spain
Sophie Morin-Delerm
Laboratoire RITM, Université Paris-Saclay, Sceaux, France
Volume 18: 2023, pp. 309-318; ABSTRACT
In January 2024, a Spanish retailer’s lucrative offer disrupted the tranquil existence of the Cistercian monks of Saint Chavron, who were renowned for their goat cheese. The ensuing dilemma focused on meeting unprecedented demand, testing Brother Marcel’s ability to balance a profitable opportunity with the monastery’s intrinsic values. While supplying large quantities could provide financial resources, it would entail sacrificing personal and prayer time, transforming a seemingly straightforward business opportunity into a genuine ethical dilemma. The case encourages an exploration of alternatives, analyzing conflicts between personal or organizational values and established marketing practices. As the discussion unfolds, students can embark on an inductive exploration, seeking to understand the competitive advantage of the World of Origin concept. Finally, they can delve into sufficiency marketing, fostering a critical reconsideration of marketing practices.
Keywords: personal purpose and values, decision making, monasteries, marketing, work-life balance, religious organizations, marketing mix, growth strategies, competitive advantage
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