Industrial revolution started the cycle of changes in the business happening globally. Every slot of time since have face a new techniques and style of businesses but the turbulent events and high levelled challenges of business and opportunity created by locomotives, lights, automobile, aeroplanes, computer, fertilizers etc. are some to for thought. So turbulent events which can drive the world for coming 20 years can hugely be the climate change? Where people have to look and respond effectively to the climate change they are making as this will force them to launch environmentally good products to drag the consumer line to their corporate. Finally sustainable world will be the motive of the corporates.
There might be many questions in the mind of the senior league in the corporate world. Mainly this would be about the survival of their business. The environment dimension to all business is managing eco-friendly relationship with the world. Industries like agriculture have always recognized the importance of managing nature to achieve commercial achievements. In all such cases the environment is space or natural conditions under which any entity lives or develops which is now as become often to be exploited by the business with growth in scope of words like pollution, contamination and resource depletion which is regarded as the necessary price of economic prosperity by the corporates many time who act as if they were unknown to such environmental exploitation.
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However study of environmental impact is showing that with the growth of a new type of citizen policies around environmental issues had developed some tough legislation and it led to formation or creation of special government bodies. Crucial business issues are mainly next to the real change in the corporate to become a green. The hints to this change are literally all around us but people are not observing seriously or trying to ignore them such as feel of the air, soil under our feet and water used by the corporates. The single most important issue of our generation is not only destroying how we do business today but ruining our society, economy and health.
Refer Appendix I to analyse global concerns
PURPOSE AND SIGNIFICANCE
The purpose of this paper is to review current literature on corporate identity, its image and reputation which they create in the world with the survey of their "green reputation". Detailed analysis of the various companies has done to show how these corporates are trying to be greener and how they have managed their portfolio to be environment friendly among the sector representing the pharmaceutical, chemical, energy, food production, retailing, automotive, construction, logistics, sales of oil products and domestic appliance industries. But the problem which is that "green" identity is not fully exploited in terms of being used as a distinctive feature of a company to gain consumer behaviour on other competitive benefits are less if corporate is in picture of not greener in the existing society. But if green identity leads to fully exploitation then it would be war between corporates and world similarly to be world war III.
As described previously that with growth of the corporates in the world they are changing the climate structure on basis of own a business risk and it is implied that organizations take brave initiatives corresponding to their stakeholders and the industry. Notable idea for corporate growing is that their global consumers and businesses are getting good benefits if they are trying to go greener as per their moves and most corporates are capturing trade with organizations who already have big green movements. Development to become sustainable has to be managed properly by the government and corporate together and their efforts should help each other to build a better future by their combined efforts. Sustainable development has to be installed into the corporate DNA structure of companies. Corporates need to be adaptable to environment changes, and bring out new ways to create ideas for enforcing with sustainable development. Corporate need to not only talk about green, but actually be greener in actions i.e. should create all aspects for actions that are related with the environment and should make efforts in reducing carbon footprints.
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Indian corporates can indeed play an important role in saying the environment for converting themselves into green as Indian regulation and legal aspects of business are not that strict so corporates here can find loopholes and continue to exploit environment. Corporates can only survive and grow if the environment in which they operates and the natural resources which they uses for its growth. It is crucial for the corporate to avoid any negative impact on the environment and should look in deploying various climate-friendly initiatives taken within the corporates like reducing energy consumption, managing water use and reducing waste material.
ELIGIBILITY CRITERIAS FOR GREEN CORPORATE
Advocating ecological awareness for preserving natural resources used
Operation should solve environmental problem rather than causing them
Products that are certified organic, fair trade, or recycled,
Products should be aligned with low carbon content
Use of substitutes with low carbon sources for energy and logistics
Purchase renewable electricity with proper handling of electricity used
Purchasing carbon credits to offset all emissions done by the different processes.
Loyalty to helping protect the environment
Serious dedication to reducing energy consumption
Loyalty to maximizing workplace recycling
Use of low impact products,
Reduction in consumption effecting environment and waste
Employees should be facilitate with the environmentally positive
Participation in community programs.
Refer Appendix II for comparing Green shades of Corporate
There have been many methods to go greener as far as corporate are concerned. Mainly they should adapt the concept of Green Architecture. This is also known as sustainable designs for environment. It is an architectural method of designing which minimizes the impact of building on the environment. There are corporate who are adapting to this concept and building new reforms to match with the green architecture
There are techniques which have led to the development of more innovative materials and growth of new design concepts. This includes:
Green buildings should be designed, constructed and used to ensure they are healthy for their occupants.
Projects should be greener where its location, material used, processes done etc. should be eco-friendly with renewable energy use and recycling management
The concepts about green architecture are to be organized into several areas of application which include sustainability, materials, energy efficiency, land use, and waste reduction.
An adaptable structure should be "recycled" many times over the period of its useful life
It gives the scope to design where the dependency on resource intensive products and materials is reduced
The integration of energy efficient mechanical systems with conservation methods.
Eliminating the dependency on fossil fuels.
It gives the ways to conserve Grey water and to be recycled to water gardens.
Corporates should have low environmental impact score
Investments should be done in shades of green
Products and Consumer attraction should be eco-friendly
Environmentally sensitive development at all levels housing, commercial and institutional appears to be a very promising approach to help achieve sustainability in all terms
Humanity shares a common need for affordable, healthy, durable, comfortable housing and workspaces designed and built to maintain or uplift the human condition.
Many corporate leaders such as 3M, DuPont, Amoco, GE, and others have begun to recognize the market value of environmentally sound products and with relevant manufacturing approaches. In coming future accelerated movement toward a more sustainable economy and infrastructure will be needed, to solve away the environmental problems such as global climate change, depletion of ozone, possible food-chain turbulent and depletion of ocean water and its life, soil depletion and erosion, desertification on farmable lands and ground water contamination. Today, sustainable design is becoming a natural part of more number of buildings.
Corporates need to start with developing some principles for green sustainability of its business going forward in environmental concerns. For example, make a commitment to transfer their business practices to follow the principles of system design, based on the belief that natural resources and ecological systems are increasingly scarce, while human capital is increasingly higher. So if a corporate wants become greener it should follow all aspects mentioned below and more.
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Adopt the principles of the environment is a good start for companies that want to integrate sustainable development principles for their business practices. For example: The Coalition for Environmentally Responsible Economies (CERES) is made of investors, public pension funds, foundations, unions and environmental interest groups, religious and government to collaborate with corporate having common goal of corporate environmental responsibility. A plan for better sustainable development, these principles include statements regarding the sustainable use of natural resources, reduction and disposal, energy saving products and services safer, and restoration of the environment, among other issues .
The government has a key role in changing behaviour among green businesses and consumers. You can do this by first leading by example and encouraging people to buy green products and services. For many years, public sector buyers are not really concerned with the development of environmental policies in goods, services or construction, environmental considerations can lead to more expensive products or services. However, the economic and political environment has changed with the emergence of the concept of sustainable development and the need for environmental considerations and social policy into account in all policy. Internationally, there is evidence of new policies that encourage governments to buy green.
Green Business Strategy
A key finding of the review of the literature is that a greater proportion of ecological research focuses on organizations rather than consumers. Consumers have a relatively free choice as to whether or not behave in a friendly environment, this is not the case in many organizations. For example, oil, chemical and energy industry face significant regulatory pressures required for many years. Strategic response has been a matter of survival rather than choice and for more than a decade, the spread of the strategies of firms within these networks in the industry have been the subject of extensive research.
Refer Appendix IV for strategy matrix
Green Consumer Behaviour
Environmental issues have become inextricably linked in the minds of consumers with other issues relating to business and society, such as their CSR, fair trade, anti-globalization and ethical consumerism more generally. The following section describes how these themes offer a variety of macro for consumers, who prefer more green and responsible companies. Individual consumer behaviour is considered following the identification of green consumers "True Blue", which constitute only 20% of the population. The challenge of how to increase the percentage of consumers is directed to the side, a reflection on the factors that encourage and discourage the consumption of green, and given away "action value" between what consumers say and what they do. Decision-making processes are presented and how consumers choose organic products and ethical demonstrate a desire to be a certain kind of person.
Refer Appendix III for Public Opinions
Green marketing is the process of selling products or services according to environmental benefits. Such product or service can be the environment itself or the production or packaged in a friendly environment. The obvious assumption is that green marketing can give potential consumers to see a product or service as "green" or an advantage and base their purchasing decisions accordingly. Here assumption is not so obvious that green marketing is for consumers who are willing to pay more for environmentally friendly products than they would for a comparable replacement product less green - a hypothesis that, in my opinion, there has not been demonstrated conclusively. While green marketing is becoming more influential and growing widely as a growing number of consumers who are willing to return to their environmental conscience with their money, can be dangerous. The public acts to be skeptical of claims for putting green, and companies can badly damage the brand and sales, if the claim is false green or contradict other company product or practice. Submit a product or service in green when it is called greenwashing. Green marketing can be a powerful marketing strategy, but when done right.
Great brands today understand that return on investment (ROI) with money that is not enough to assess the overall impact of environmental initiatives. Today, social norms about the environment are changing and consumers are increasingly in the markings of what they do (not) instead of what they say. Consequently, companies are increasingly making investment decisions that incorporate brand impact and brand risk into their equations.
A recently published study, conducted in seven countries shows the performance of the company with the world where countries - the United States, , China, the United Kingdom, France ,Brazil, Germany and India - indicates that in spite of many beliefs and behaviours environment is shared between the different cultures of consumption, others are highly variable. In general, consumers in the United States, United Kingdom, Germany and France tend to align their attitudes, while consumers in Brazil, India and China have different views, and are particularly likely to find organic products and promoting companies considered green.
Refer appendix V for Green Corporate action in U.S
Consumers in the seven countries believe that organic products cost more than comparable non-green products, and also indicate they plan to spend more money on organic products next year. China, India and Brazil showed strong support for other expenses: 73 percent of Chinese consumers say they will spend more, 78 percent of Indians say they will spend more, and 73 percent of Brazilians plan to increase green spending. The percentage of respondents who expressed their desire to spend out 30 percent or more in the green range of 8 percent (United Kingdom) to 38 percent (Brazil).
With the debate on global climate change focused on what the major emerging economies such as China, India and Brazil are willing to do to control their emissions, these three countries stand out in our survey, more interested in buying business environment more friendly and willing to spend more for green products. From the political point of view, these results from the assumptions about these countries over their heads, and a business perspective that says the market for green products and green brand can be even more important than we think in general.
The study reached a similar comprehensive agreement when consumers are asked about how important it is that companies are "green." At least 77 percent of consumers in all countries say it is somewhat or very important in India and China, the figures are much higher: 87 and 98 percent respectively, saying that corporate reputation is a factor purchases important. Consumers in the seven countries have also agreed that the most important step a company can take to demonstrate their "greenness" is to reduce the amount of hazardous substances, toxic or other in their products and business processes.
Despite the reduction of toxic substances in the priority list of consumers of data also show that the public has of the companies responsible for good environmental performance at all levels, consumers expect companies recycling, energy efficiency , reduce packaging, and more eco-innovation. So to win the loyalty, a company's environmental strategy must be comprehensive.
For example, consumers in three of the seven sites - UK, France and Brazil - to believe that the state of the environment in his country was "the wrong way, while in the United States, Germany, China and India into account the environment is going in the right direction.
India and Brazil, however, are the only two of the seven countries where consumers express greater concern for the environment and the economy. United States, 77 % of consumers ever more deeply concerned about the economy and the environment has not changed since 2008.
SOME CORPORATE OVERVIEW GLOBALLY WHO ARE TURNIG GREEN
General Electric: Since 2006, General Electric has liquefied nearly 12 million dollars from its eco-managing products to the general public. This includes solar panels and LED lighting. To redevelop the Hudson River which was polluted by polychlorinated biphenyls, the company also is making the smooth development of clean technologies in this region at this time hence launching green activities in society.
McDonald's: The rise of its food requirements impacted habitats of environment5 for non veg category so it pushed this popular fast food chain to go green by deepening the natural habitat of animals.
Budweiser: The company's biggest selling beer has decided to reduce size for about an eighth of an inch of each beer can save about 21 million pounds of metal per year.
Starbucks Coffee: This popular coffee company decided to switch to recycled paper for your coffee cup sleeves that saves about 78,000 trees a year.
Wal-Mart: said they will start to each Wal-Mart 100% renewable energy sources.
Dell: While the hardware has always been one of the most difficult and costly to dispose of safely, Dell has developed a way to make this task less difficult. With the "no team should go to the" Dell's recycling initiative allows customers to return any of their products makes the company for free. In this way, the company can work to have each machine safely.
Other business corporations including Toyota go green, white, Honda, Continental Airlines, Hewlett-Packard, DuPont, Home Depot, and much, much more. As you can see, all market niches may be more environmentally friendly.
Refer appendix VI for best green brands by Corporates
The importance of green businesses in India has a direct impact on the world and our environment. With a population of over a billion its economy turning green India could literally change our ecology. Economic growth rate in India was amazing, and will remain great for many years.
Recalling the pioneering work of agricultural scientists and farmers to make a breakthrough in the agriculture sector in the 1960's, the economic study by the Ministry of Finance of India, following the 2011-12 budget Union, said that the country has not experienced a major technological advance in agriculture since then. The safety net for all and all citizens of more than one billion, we must increase agricultural production and productivity in the form of a second Green Revolution with the work of Indian agricultural corporates
To control and counteract the effects of climate change and meet rising energy demand in India, the government of India has taken important steps in the form of new regulations. India's national policy on climate change presented in 2008, is a key element of energy efficiency. The policy defines a roadmap for Indian Corporates to a green economy and opens up a market of more than $ 15 million in 2015. United Nations World Economic and Social Survey, 2009 report on climate change said that India is the renewable energy market, the most developed in Southeast Asia, with annual revenues of approximately $ 500 000 000, which represents only a fraction of the potential of the country. This brought many exixting corporates to become greener.
Several initiatives taken by the government to attracted Corporates to investment in environment, India is the market more developed and diversified energy sources in South Asia. The country has an investment of $ 1 billion in wind, solar and other clean energy sources. However, what explains renewable energy by less than 1% of all electricity produced in the country, leaving a huge untapped market. Aside from renewable energy, green building materials and technology is a large market with a market potential of $ 40 billion projected for 2012. India is also the third largest market for low carbon emissions and "green" products. This all factors are boosting corporate to sustain and go greener with help from governmental limitation
With the global environmental movement to convert people to the left and right, corporations are discovering that environmental activities can co-exist with business growth. Can be an impulse, or the need to satisfy the demands of the people; however this is big news in the business world, especially as some large companies have been ridiculed in the past to dump waste and use of tactics not very friendly. There are corporations which are turning green but the spread of this concept is not done so far where majorly corporates should grow green and that can be done by the adopting following concepts
Corporate must recognize that environmental issues like climate change are real and that, despite good intentions, which are part of the problem (and maybe part of the solution.) At this stage, companies tend to alienate few consumers with that statement and can begin to attract the growing group of consumers looking for green brand leadership.
In addition, they should audit their own activities and the life cycle of their products - including sourcing, use and disposal - to determine their environmental impact and monitoring these indicators over time. In fact, accountability, now considered one of the main pillars of successful marketing communications cannot be underestimated when it comes to environmental space.
Increasingly, the big corporates offer public information on environmental and social impact as far as their branding is concerned. Today, in fact, 43 of the 100 brands - including 12 of the 15 - to public information based on sustainability guidelines set by the Global Reporting Initiative.
Today, consumers are skeptical, many corporates have tried to green wash hollow environmental efforts. As such, corporates must work hard to build credibility and win the confidence of consumers over time. One way for a company is not green its internal operations first, followed by their products and services and marketing communications. In this way, companies ensure that they take responsibility for their own actions before encouraging consumers to their products.
Visionaries are willing to take bold decisions that redefine their strategy or reshape industry dynamics. Today there are many new green visionaries. A corporate should develop visionary organization among themselves.
There is no doubt that climate change will force major changes in the coming decades, affecting not only corporates but to our society, our health, and the world itself. Already, shareholders, investors, banks and other economic agents, not to mention the public and governments are promoting policies which respect the environment. There are several levels at which a corporate can respond to environmental concerns, basic education programs for employees in business investment and total commitment. Each firm has to understand their own culture and its place in the world and make the appropriate level of "green" investments. Form a working group in your business green to focus their efforts and seek future trends will help you stay ahead of the wave of change is fast approaching.
Corporate might begin by examining the process of greening because it is simpler and has shown tangible strategic benefits across a wide range of industries. At the same time, the government could ensure that their own processes are based on an ethic of sustainability as an example for others. And corporates could lobby for tax incentives for sustainable process. Retailers and businesses to work together on editing software options, it is easy for consumers to buy green and practice at a fair price. Corporates may be wasting time implementing the elusive green consumers. Instead, they can do for the product design strategies that eventually turn green to all consumers without even realizing it.
To start the way of corporate going greener or making to green corporate than their environmental responsibility plays a crucial role need to figure that where they are and where they want to be. Not all corporates who want to transform its business model will begin offering environmentally friendly processes and renewable energy. However, it is possible that each corporate can "fix the basics" and take steps to reduce their impact on the world. From this process with a multi-functional team of people in your organization of corporate who have a passion around the topic of green or the environment. This team should be very important. Call it the "Green Team".
Some ideas for the growing green business are:
Management support: A team member must be at higher post to show not only the direction of entry, but also have access to the management team so that decisions can be made quickly. The group's goal is:
Listen openly to the team's ideas
Guide discussion toward workable plans
Define the expectations of the management team and funding
Commitment: The management team must undertake to review the suggestions and conclusions of the team with the intention to act. All employees will be watching the actions of this team and if every idea is crushed by the management team can do more harm than good for morale. Make sure the team is empowered to make real change in corporate.
Diversity: The other team members must be from different divisions, groups and positions. Ask someone in sales, operations, quality and production, human resources, accounting, and perhaps even the receptionist. One can appoint members or ask volunteers to bring people the most passionate and involved in activities on computer.
Size: Limiting the size of the team of 10 to 12 people. Although this number may seem small to very large organizations, it is very difficult to do anything relate with action with the large team in such corporate. However, while the team is small, it is possible to delegate the production to create their own small team of his group to give ideas to bring to the group.
Unleash the creativity of its people: This is an excellent opportunity to utilize the resources that corporate and spend more money to recruit and retain. Encourage the team to find creative ideas to reduce waste and energy or increased durability. Make it clear that this is not just a cost cutting exercise but a means to increase the value of their products, while having an impact on the planet.
GREEN SHADES OF CORPORATES
Chart - 2009 ImagePower Top Green Brands
Corporate responsibility-Blowfield and Murray
Environmental management-Bala krishnamoorthy