Ecomagination: Driving Sustainable Growth for GE
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Case Details:
Case Code : BSTR387
Case Length : 20 Pages
Period : 2005-2010
Pub Date : 2011
Teaching Note : Available
Organization : General Electric Company
Industry : Diversified
Countries : Global
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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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"GE should be commended for a bold approach to climate
issues. However, the company has a long way to go before it can legitimately
claim to be an environmentally progressive company."1
- Jeff Jones, Communications Director, Environmental Advocates of New York2, in 2009.
Green Can Be Green!
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On June 24, 2009, US-based technology giant General Electric Company (GE), surpassed its target of investing US$5 billion in research and development in its environmental initiative, Ecomagination. GE had earlier set 2010 as the target for achieving this goal but reached it a year ahead of schedule.3 The company planned to invest an additional US$10 billion in R&D by 2015. It was also on its way to achieving the US$20 billion mark in revenues from Ecomagination products, having generated US$18 billion in 2009, an increase of 6%. GE expected the Ecomagination revenue to grow at twice the rate of the total company revenue by 2015, which would give Ecomagination
an even larger share of the total company sales.
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Ecomagination: Driving Sustainable Growth for GE
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