'Ecomagination' at Work: GE's Sustainability Initiative |
ICMR HOME | Case Studies Collection »Business Ethics Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Abstract:
This case discusses the events that led to the launch of Ecomagination at GE. It describes briefly the reasons for GE's poor corporate reputation on environmental issues in the past, and the factors that prompted the company to clean up its image in the early 2000s. The case goes on to describe the vision and objectives of Ecomagination in terms of the benefits GE expected from it. It also describes the company's public relations exercise to create awareness about Ecomagination among consumers and environmentalists. Issues:
» To understand the importance of environmental consciousness and sustainable objectives to large global businesses, especially in the business scenario of the early 2000s Contents:
Keywords:Ecomagination, Corporate Sustainability, General Electric Co, 'Green is Green', Kyoto Protocol, Carbon controls, Global warming, WTO, Eco-friendly products, GreenOrder Inc. Renewable energy sources, Public relations, Clean technologies, Emission controls, Environment Protection Agency, PCB contamination |
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