Sustainability and Eco-Innovation Term Paper by Nicky

A discussion on how sustainability nurtures green marketing and eco-product innovation.
# 150233 | 2,256 words | 20 sources | APA | 2012 | US
Published on Jan 30, 2012 in Business (Companies) , Business (Management) , Environmental Studies (General)

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The paper aims to illustrate that when organizations make a strategic decision to pursue sustainability as a foundational value, there are many benefits both to their own operations and to the environment as well. The paper uses Hewlett-Packard's (HP) Green Business Technology Initiative as an example and provides insights into how HP has been able to emerge as a global leader in eco-innovation as a result of their sustainability commitments. The paper also discusses how consumers now evaluate those companies they purchase from based on their adoption of sustainability and green values in their products. The paper posits that with the world becoming increasingly transparent due to social networking, it is critically important for every company to contribute.

Making Sustainability a Strategic Priority Drives Eco-Innovation
Finding Sustainability Opportunities by Listening to the Voice of the Customer
Overcoming Resistance to the Change Eco-Innovation Requires

From the Paper:

"HP was foresightful in with regard to seeing the value of pursuing a sustainability strategy early. From 1987 when Planet Partner was launched to alleviate the environmental impact of LaserJet cartridges while at the same time recycling them to further increase the margins on consumables (Preston, 2001) to the development of "green" or disposable batteries for their laptops (Bulkeley, 2008), HP is one of the first high tech manufacturers to see the economic value of sustainability.
"As a result of this perspective on environmentally-based products, the company has also been able to gain valuable insights into how they can re-design business processes to enable greater eco-innovation too. Of all processes that HP has been able to gain the greatest financial benefits from those engrained as part of their supply chains have seen the greatest gains. Anticipating that this level of sustainability would need to reach multiple layers deep into their supply chains and there would be a need for a high level of auditability and transparency HP created a Supplier Code of Conduct (Case Journal, 2007). This was done by HP's senior management to better manage the potential risks of having suppliers not be in compliance to WEEE or RoHS requirements throughout European Union countries. If a supplier was found to not be in compliance there could be severe fines for HP and the supplier, and the need to define strategies for disposing of the products not in compliance. HP foresaw these compliance laws globally as an impetus to create more efficient and sustainability-based initiatives including the adoption of more transparent Corporate Social Responsibility (CSR) programs as well."

Sample of Sources Used:

  • Bernoff, J., & Li, C. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
  • Bielski, L.. (2008). Telepresence: costly, but very cool. American Bankers Association. ABA Banking Journal, 100(4), 50-52.
  • Brandt, D.. (2008). Getting more from the voice of the customer. Marketing Management, 17(6), 36.
  • William M. Bulkeley. (2008, December 10). Battery Deal Takes On Green Hue --- Boston Power's Devices for Laptop Maker H-P Won't Be Replaced as Often. Wall Street Journal (Eastern Edition), p. B.4.
  • Hewlett-Packard and a Common Supplier Code of Conduct. (1 January, 2007). Case Research Journal

Cite this Term Paper:

APA Format

Sustainability and Eco-Innovation (2012, January 30) Retrieved August 10, 2022, from

MLA Format

"Sustainability and Eco-Innovation" 30 January 2012. Web. 10 August. 2022. <>