Betty's Wines. Ethical problems of an "organic" narcissistic entrepreneur

Betty is a very famous wine entrepreneur who works in the natural/organic wine sector. Although she has gained outstanding international success, she struggles to manage her team. The case is based on the notes of interviews made with Betty and one of her collaborators as a part of a 4-year project in which IESE's Center for Business in Society explored ethical and responsibility issues in the organic wine-making sector. The information acquired through the primary sources of information was lately enriched and triangulated with interviews conducted to other critical stakeholders of the organization (other employees, suppliers, commercial partners, etc.) and with reports and studies in the natural/organic wine sector. Any kind of personal, organizational and geographical information is disguised. The case study analyzes two main ethical problems respectively at organizational and market level: 1) Distorted narratives used in the organic food market to manipulate consumers' perceptions and expectations and the importance of truthfulness. This is an issue that received relatively scant attention in the discussion of ethical issues in business schools. 2) Ethical issues associated with narcissist individuals who hold positions of responsibility, the consequences of their attitudes on individual and organizational well-being and the central role played by the principle of the dignity of the person in managing such situations.