This document will explore the current challenges facing today's businesses in the global business environment. These challenges are mainly attributed to unethical business practices, failure to adopt technological advancements, and cutthroat competition. The company selected to explore these concepts is the Hersey Company of Hersey, Pennsylvania. This article will be divided into seven sections. These sections:1. Describe the nature of this business and three key issues from the company's code of conduct will be considered.2. The three key issues mentioned in section 1 will be compared to two competitors. The competing companies selected are Nestles USA and Mars, Incorporated.3. Two potential positive outcomes and two potential negative effects will be hypothesized if these competing firms address or fail to address the selected key issues.4. Two techniques will be proposed to the Hersey Company to ensure that its code of conduct remains relevant through years of changing economic, political, social, cultural and technological forces. Two methods will be evaluated that Hershey currently uses to manage environmental issues.5. Two approaches used by Hershey to embrace technological advances for innovation will be examined. Three potential technological challenges will be anticipated and a strategy will be recommended that Hershey could use to eliminate or minimize each of these anticipated challenges.6. Below we will describe a lobbying strategy used by Hershey's to influence state or local government decisions in its favor.7. Two of Hershey's global corporate citizenship efforts and their effectiveness in achieving their goals will be analyzed. Section 1. The Hersh...... middle of article......ment.aspx.The Hersey Company. (02/24/2013). Retrieved from http://www.thehersheycompany.com/Lawrence, AT and Weber, J. (2014). Business and society: stakeholders, ethics, public policies (14th ed.). Singapore.Mars, Incorporated. (2003). Retrieved from http://www.mms.com/.NestleUSA. (11/15/2007). Retrieved from http://www.nestleusa.com/Punchcardblog. (09/10/2013). The Hersey Company and the Power of Brands. Retrieved from http://punchcardblog.wordpress.com/author/punchcardblog/Selko, A. (09/25/2012). The new Hershey plant introduces new technology to the industry. Retrieved from http://www.industryweek.com/strategic-siting/hershey-s-new-plant-features-new-technology-industry.Sifferlin, A. (11/8/2012). California Fails to Pass Genetically Modified Food Labeling Initiative. Retrieved from http://www.cnn.com/2012/11/08/health/california-gm-foods/