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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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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Excerpts Contd....
Ecomagination Products
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To ensure that Ecomagination products and services improved environmental performance, GE employed a rigorous review and qualification procedure known as the Ecomagination Product Review (EPR) process to assess which products and services should be included in the Ecomagination portfolio...
Results
According to analysts, Ecomagination was a turning point for the company, which had been grappling with the problem of an inconsistent green image. Since its launch in 2005, the initiative paid off in a big way as it helped GE to evolve as a sustainable enterprise and contributed to the rise in its brand value, they said...
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The Other View
Despite the positive aspects of this green initiative, some experts felt that GE could not call itself an eco-friendly company because of its history of pollution, particularly the dumping of PCBs in the Hudson River and the delay in cleaning it up...
Looking Ahead
According to GE, Ecomagination was not a short-term proposition and the company planned to make it a part of its identity and market the brand aggressively to the world. GE planned to increase revenues from Ecomagination products and services to at least US$25 billion by the end of 2010...
Exhibits
Exhibit I: GE-Business Groups
Exhibit II: General Electric Company-Consolidated Statement of Earnings
Exhibit III: Top 10 in Fortune's Ranking of America's Largest Corporations
(2010)
Exhibit IV: Ecomagination Statistics
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