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Case Title:

GE - The Ecoimagination Challenge

Publication Year : 2006

Authors: Sonali Ray

Industry: Conglomerates

Region:US

Case Code: CSR0034K

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
The case analysed General Electric’s ‘ecoimagination’ strategy launched by CEO Jeffrey Immelt in May 2005. It took a brief look at the company’s growth strategies in the recent past, particularly under its larger-than-life CEO Jack Welch. It discussed GE’s research initiatives, its earlier position with regard to environmental challenges, and the rationale behind GE’s shift in position with respect to green technologies. The case also viewed GE’s ‘ecoimagination’ strategy from the ‘green is green’ perspective, meaning that investing in environmental technologies made economic sense for the company. This case offers scope for discussion in the areas of business strategy and corporate social responsibility. In particular, it opens up possibilities for discussion on the recent debate on whether corporate social responsibility initiatives can be aligned with the profit-making motive of companies.

Pedagogical Objectives:

  • To understand the importance of having environment friendly image for corporate
  • To analyse GE’s research initiatives in green technology and its rational in business perspective
  • To discuss possibilities of aligning profit objective and CSR initiatives.

Keywords : Corporate Social Responsibility Case Study Strategy, Corporate social responsibility, Environment, Jeffrey Immelt, General Electric, Eco-imagination, Management, Jack Welch, Business ethics, Green technologies, Research, Imagination, Chief executive officer (CEO), Culture, Profits

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