Green Management

GREEN MANAGEMENT OF HCL TECHNOLOGY & ONGC

Green Management Initiatives at Hcl Technology & ONGC

Submitted in partial fulfillment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

Semester-III (Paper Code-BBA 209)

To

GuruGobindSinghIndraprasthaUniversity, Delhi

Guide: Submitted by

Name of Guide Nameof Student:

Roll No.:

Batch:

Nurturing Excellence

Institute of Information Technology & Management,New Delhi – 110058

2012-13

Certificate

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I, Mr/Ms_______________________________, Roll No. ________________ certify

that the Minor Project Report/Dissertation (Paper Code BBA-209) entitled

“________________________________” is completed by me by collecting the

material from the referenced sources. The matter embodied in this has

not been submitted earlier for the award of any degree or diploma to the

best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Minor Project Report (Paper Code BBA-209) entitled _________________” done by Mr/Ms__________________, Roll No. ___________, is completed under my

guidance.

Signature of the Guide

Name of the Guide:

Designation:

Date

Countersigned

Director/Project Coordinator

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Table of ContentsCHAPTER NO-1.........................................................................................................................................4

1) Explain the concept of green management..................................................................................4

CHAPTER NO-2.......................................................................................................................................11

2) Discuss the evolution of green management..............................................................................11

CHAPTER NO-3.......................................................................................................................................17

3) Why green management is important in current scenario?.....................................................17

CHAPTER NO-4.......................................................................................................................................23

4) Highlight the various Impediments in implementing green management...............................23

CHAPTER NO-5.....................................................................................................................................25

5) Bring forward the impact of green management on business..................................................25

CHAPTER NO-6.....................................................................................................................................32

6) Discuss the relationship between goal setting of an organization and its green management initiatives..............................................................................................................................................32

CHAPTER NO-7.....................................................................................................................................38

7) compare and discuss about green management initiatives at HCl technologies and ONGC. 38

HCL Technologies.................................................................................................................................38

Defining Green IT.............................................................................................................................39

Data Centers are at the heart of Green IT..........................................................................................39

Zooming in on the Virtualization buzz..............................................................................................40

The holistic approach.........................................................................................................................41

ONGC...................................................................................................................................................42

Conclusion.................................................................................................................................................48

Reference..................................................................................................................................................50

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CHAPTER NO-11) Explain the concept of green management

A business functioning in a capacity where no negative impact is made on

the local or global environment, the community, or the economy. A green

business will also engage in forward-thinking policies for environmental concerns and

policies affecting human rights.

Green management is not a concept describing new business management style,

according to some experts in the subject. Green management describes the construction

(the construction process to be exact) of businesses. In other words, business

management styles focus on the recruiting of, the management of, and the utilization of

competent and talented employees to produce profits on behalf of the business. Green

management, on the other hand, is the couture method of producing profits.

Green management is the new branding strategy for establishing a reputation for one self

in the dog-eat-dog world of businesses. The ONGC (Oil and Natural Gas Corporation) on

expertise, quality of customer service, and quality of the product service is no longer

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enough. Businesses nowadays are downplaying the message of profit-hungry and

communicating the message of being environmentally conscious. In other words,

businesses are expressing through actions that not only being environmental friendly is

necessary, but also preserving the environment is paramount. It is a win-win situation

where businesses can grow and give back.

Hence, going green, in the long run, pays off through tax incentives and the values of

green management implementations.

The concept of green management consists of three components: green building, green

energy, and green waste. Considering the above, the purpose of this article is to explore

and understand green management.

In the modern era of globalization, it has become a challenge to keep the customers as

well as consumers in fold and even keep our natural environment safe and that is the

biggest need of the time. Environmental pollution is a buzz word in today’s business

environment. Consumers are also aware of the environmental issues like; global warming

and the impact of environmental pollution. Green marketing is a phenomenon which has

developed particular important in the modern market and has emerged as an important

concept in India as in other parts of the developing and developed world, and is seen as

an important strategy of facilitating sustainable development. Indian brands have taken

on the green challenge by aligning themselves with a green cause, by introducing green

products, by taking steps to reduce energy consumption and reduce costs, and by

embracing green as a business imperative. This paper focuses on understanding the

alarming situation of the need of green marketing and organization’s efforts in curbing it.

It also focuses on consumer perception and use of green products in the Indian scenario.

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This paper also emphasizes on the present and future potential for green marketing. Data

has been collected from multiple sources of evidence to understand the importance of

green and sustainability management, in addition to books, journals, websites and news

papers.

From the angle of corporate sector, green management definitely related to the

environmental policy establishment, which will enhance the corporate environment

performance through application of green technology activities over continues basis to

benefit both the internal as well as external stake holders.

Green management measures such as certified environmental management systems

(EMS) or tools like life cycle assessment activities are considered to improve corporate

environmental performance directly by mandating companies to introduce environmental

goals and management structures as well as programs to achieve them.

Green management is not a concept describing new business management style,

according to some experts in the subject. Green management describes the construction

(the construction process to be exact) of businesses. In other words, business

management styles focus on the recruiting of, the management of, and the utilization of

competent and talented employees to produce profits on behalf of the business. Green

management, on the other hand, is the couture method of producing profits.


in the dog-eat-dog world of businesses. The reliance on expertise, quality of customer

service, and quality of the product service is no longer enough. Businesses nowadays are

downplaying the message of profit-hungry and communicating the message of being

environmentally conscious. In other words, businesses are expressing through actions that

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not only being environmental friendly is necessary, but also preserving the environment

is paramount. It is a win-win situation where businesses can grow and give back.

Hence, going green, in the long run, pays off through tax incentives and the values of

green management implementations. The concept of green management consists of three

components: green building, green energy, and green waste.

The concept of green management is gaining attention in the academia. As such, research

and theoretical contributions have started to take shape in its literature establishment.

However, there exists a scarcity in academic literature concerning green management

from the perspective of practitioners. Such concerns are the ins-and-outs of green

management, and its purpose being to get to the triple-bottom-line. Green management is

not a concept describing new business management style. Green management describes

the construction (the construction process to be exact) of businesses. In other words,

business management styles focus on the recruiting of, the management of, and the

utilization of competent and talented employees to produce profits on behalf of the

business. Green management, on the other hand, is the couture method of producing

profits. Considering the above, the purpose of this article is to explore and understand

green management and the purpose of green management, and not the triple-bottom-line.

The analysis and understanding and the purpose of green management will be explored

through interviews with a licensed architect, the process of LEED certification (the

leading, most well known green management standard), and case studies of Google,

VMware, and Sony. As such, a detailed analysis of green management (what green

management is and what is not), and the history of LEED (the creation and the limitation)

will be covered. In so doing, this article will address two questions, based on the

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perspective of the practitioners: First, what are the encouragements and incentives for

green management? Secondly, what are some of the concerns, confusions, and barriers to

green management? Furthermore, this article will discuss three examples of corporate

companies that have implemented green management practices.

Environmental Positioning: Branding


in the dog-eatdog world of businesses. The reliance on expertise, quality of customer

service, and quality of the product service is no longer enough. Businesses nowadays are

downplaying the message of profit-hungry and communicating the message of being

environmentally conscious. In other words, businesses are expressing through actions that

not only being environmental friendly is necessary, but also preserving the environment

is paramount. It is a win-win situation where businesses can grow and give back. Hence,

going green, in the long run, pays off through tax incentives and the values of green

management implementations. In other words, when it comes to branding going green, it

is to practitioners a story for public relations machines; it is a story that communicates to

three paramount audiences. The first is their potential clients. Clients nowadays are

specifically hunting for and paying extra for the price of green commercial buildings. The

second is their potential consumers. Consumers (society at large and business’ clients)

are specifically favoring businesses that are green, or going green, because it gives them

the satisfaction of interacting with companies they perceive to be noble in helping the

environment. The third is their potential skills-andknowledge based participants. Skills-

and-knowledge based participants are the practitioners’ bread-andbutter; they are workers

often more savvy and green demanding. Thus, they are more attracted to working for

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practitioners’ that are green savvy. Branding helps cement a company’s public image as

being green therefore making it more successful. For example, here are some telltale

statistics:

1. 79% of U.S. consumers say that a company’s environment practices influence the

products and services they recommend to others.

2. 64% of consumers worldwide say they are willing to pay a higher price for goods and

services that produce lower greenhouse gas emissions, according to a study by

Accenture;

3. A survey of consumers in seventeen (17) countries across five (5) continents by market

research firm TXN found that 94% of Thai respondents and 83% of Brazilian were

willing to pay more for environmental friendliness, although only 45% of British and

53% of US respondents were willing to pay more to help the environment.

4. Consumers expect to double their spending on green products and services within one

year, totaling an estimated $500 billion annually, or $43 billion per month, according to

the ImagePower Green Brands Survey (Makower, 2009: 25-26).

However, success does not come easy for, despite mounting pressure on businesses to

prove their faithfulness to the Earth, managers do not share a common understanding of

what this might mean in their own companies. Many continue to see environmentalism

against the backdrop of an adversarial public arena or as a struggle over ever-stricter

emissions codes and wildly varying punishments for misconduct. Still, managers do share

some new and growing sophistication about what the public expects. In 1985, when the

National Wildlife Federation’s Corporate Conservation Council began to offer

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environmental awards to businesses, several corporations nominated themselves for what

they obviously thought a remarkable feat —compliance with government regulations

(Kleiner, 1991). Nowadays, a company does not expect to be considered “environmental

friendly” unless it is moving not only beyond the letter of the law, but ahead of its

industry and many of its consumers. For instance, according to Art Kleiner (1991),

Pacific Gas and Electric Company recently decided that energy conservation is a more

profitable investment than nuclear power. Du Pont converted its in-house pollution-

prevention program into a consulting operation. Also, McDonald’s made its well-

publicized move from plastics to paper the cornerstone of a much broader, and less

visible, waste-reduction strategy. The managers of these businesses clearly have come to

believe that environmentalism has something to offer, that it is not just the other way

around. The “greenness” of a company, then, does not really start in any single

demonstration of concern to produce an environmentally kind product —paper over

plastic, for example. Rather, it is embodied in a company’s willingness to experiment

continually with the life cycles of its products. Nonetheless, green management is not the

repackaging or the reinventing approaches to business, nor business management. Even

more, green management is not a concept describing new business management style.

Thus, the established founding fathers of business management, Edgar H. Schein, Gareth

Morgan, Peter Drucker, Frederick Taylor, Henri Fayol, Peter Senge, and the like need not

be ignored. Green management is simply the rethinking, or more accurately, being more

mindful of how organizations are operating (or a lack thereof) with respect to the

environment. It is not the human factors within the organization that are being managed,

but the components of the organization that is being managed by green management.

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CHAPTER NO-22) Discuss the evolution of green management

1. Green Evolution Committee

2. Environmental Review

3. Action Plan

4. Monitoring and Evaluation

5. Curriculum Work

6. Informing and Involving

7. Green Management-Code

Green Evolution Committee:-The committee directs the operations of a school's Eco-Schools

programmed. Whatever form it takes, it must fulfill the purposes listed below and be student-led

by:-

ensuring that the entire evolution knows about Green Management and will receive

regular updates

developing, implementing and monitoring the evolution environmental policy that

addresses the environmental concerns of the Green Management community

taking the lead in carrying out the initial and subsequent Environmental Reviews (Step 2

of the evolution Methodology)

ensuring that all members of the evolution community are represented in the decision-

making process

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1) Environmental Review

The results of your Environmental Review will inform your Action Plan; assisting your

evolution to decide whether change is necessary, urgent, or not required at all. It will also

help you to set realistic targets and measure your success.

The Environmental Review is crucial to understanding the current environmental

situation in a green Management evolution and provides the basis of the evolution Plan.

2) Action Plan

This information is used to identify priority areas and create an action plan, setting

achievable and realistic targets and deadlines to improve environmental performance on

specific issues by listing a number of agreed environmental objectives, along with

deadlines and clearly allocated responsibilities for each step. Where possible, it should

also be linked to the curriculum, show any cost implications, and specify arrangements

for monitoring and evolution.

3) Monitoring and EvolutionAs well as allowing you to judge the success of your activities and plan any necessary

changes, a continuous monitoring process will help you to make sure that interest in the

program is maintained throughout the Green management.

4) Curriculum Work

The general strategy suggested is that of infusing environmental evolution concepts into

the already existing evolution and not that of presenting a new evolution concept. In

addition to increasing an awareness of the environment, the weaving of an environmental

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evolution dimension in a particular Green Management enriches the subject concerned

and thus makes it more relevant and interesting.

1) Information and Involving:-

Involving the wider community brings a wide range of benefits. Parents, neighbors, local

businesses and the local authority can be sources of advice, information, practical help

and financial assistance. This is also an ideal opportunity to raise the evolution profile

within the community through the production of newsletters to parents, press releases to

the local paper, Open Days, etc. Green Management Committees may appoint a 'PR'

group from amongst their numbers to ensure high visibility throughout the Green

Management and the community.

2) Green Management-Code:-

The Green Management-Code should list the main objectives of your Action Plan,

covering real actions that staff intends to carry out

As resources are scarce and human wants are unlimited, it is important for the marketers

to utilize the resources efficiently without waste as well as to achieve the organization's

objective. So green marketing is the need of the hour. There is growing interest among

the consumers over the globe regarding protection of environment. Worldwide evidence

indicates people are concerned about the environment and are changing their behavior.

As a result of this, green marketing has emerged which speaks for growing market for

sustainable and socially responsible products and services. The green marketing has

evolved over a period of time. According to Peattie (2001), the evolution of green

marketing has three phases: The first phase was known as "Ecological" green marketing,

and during this period all marketing activities were concerned to help environment

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problems and provide remedies for environmental problems. The second phase was

"Environmental" green marketing and the focus shifted on clean technology that involved

designing of innovative new products, which take care of pollution and waste issues. The

third phase was "Sustainable" green marketing. It came into prominence in the late 1990s

and early 2000. This was the result of the term sustainable development which is defined

as "meeting the needs of the present without compromising the ability of future

generations to meet their own needs."

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ADOPTION OF GREEN MARKETING

Mainly five reasons are identified for which a marketer can go for adoption of green

marketing. These are –

Opportunities or competitive advantage.

Corporate social responsibilities (CSR).

Government pressure.

Competitive pressure.

Cost or profit issues.

Green Marketing Mix.

Many sustainability efforts can more than pay for themselves, both financially and with

image-building benefits, according to an increasing number of organizations. Some of the

most fertile areas of potential payback involve lowering energy and water use, and

adopting product lifecycle analyses. Each offers ways to cut costs while reducing

greenhouse gas emissions and oil dependency. At the country level, meanwhile, solid

progress continues in reducing emissions, even without the headline-grabbing,

internationally binding agreements of the sort that failed to emerge from the recent

environmental conference in Copenhagen. To deliver on the promise, however, most

sustainability initiatives require a long-term, strategic view and some initial investment.

One of the most glitzy examples of this may be the headlong rush now underway by

small, independent carmakers to develop the first widely accepted electric car. The

Business Case for Lifecycle Analysis and Building a Green Supply Chain 1 Many

organizations are reaping financial and image-enhancing benefits by adopting product

lifecycle analysis policies aimed at boosting sustainability efforts. Successful initiatives,

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with significant downstream payoff, will flourish in companies that embrace

comprehensive lifecycle analysis as a key strategic guideline, and that supply

management and financial resources to make it work. There are no universally accepted

standards for product lifecycle analysis, however, so results are somewhat subjective and,

therefore, not always quantifiable. Global Warming: Challenges, Opportunities and a

Message of ‘Be Prepared’ 6 The recent COP15 environmental conference in Copenhagen

was disappointing, but even without internationally binding commitments, many

countries are willing to cut carbon emissions significantly. Watch for breakthrough

country-based pledges to underpin future negotiations, while in the U.S., progress may

come via cap and trade. More corporations, meantime, are beginning to act even before a

coming new wave of regulations gets enacted. Duke Energy CEO James E. Rogers, for

example, said recently: “It’s not going to be cheap, it’s not going to be easy, and it’s not

going to be quick, but we’ve got to work on the transition now.” Yet, for all the apparent

momentum, analysts see a big gap between Copenhagen’s emissions goals and national

commitments.

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CHAPTER NO-33) Why green management is important in current scenario?

NECESSITY OF GREEN MARKETING

As resources are limited and human wants are unlimited, it is important for the marketers

to utilize the resources efficiently without waste as well as to achieve the organization's

objective. So green marketing is inevitable. There is growing interest among the

consumers all over the world regarding protection of environment. Worldwide evidence



sustainable and socially responsible products and services. Every recycled ton of paper

saves approximately 17 trees, which are then available for other uses. Recycling paper

also reduces the air and water pollution due to paper manufacturing. The question of why

green marketing has increased its importance is quite simple and relies on the basic

definition of Economics: “Economics is the study of how people use their limited

resources to try to satisfy unlimited wants. “

REASONS ARE AS FOLLOWS

Organizations perceive environmental marketing to be an opportunity that can be used to

achieve its objectives: Organizations believe they have a moral obligation to be more

socially responsible, Governmental bodies are forcing firms to become more responsible,

Competitors' environmental activities pressure firms to change their environmental

marketing activities, Cost factors associated with waste disposal, or reductions in material

usage forces firms to modify their behaviour. There is growing interest among the

consumers all over the world regarding protection of environment. Worldwide evidence

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sustainable and socially responsible products and services.

BENEFITS OF GREEN MARKETING

Companies that develop new and improved products and services with environment

inputs in mind give themselves access to new markets, increase their profit sustainability,

and enjoy a competitive advantage over the companies which are not concerned for the

environment. Opportunities: McDonald's replaced its clam shell packaging with waxed�

paper because of increased consumer concern relating to polystyrene production and

Ozone depletion. Social Responsibility Differentiating Products :Hero Honda’s� �

Splendour bike- ecofriendly Effective Utilization of Resources. �

ADOPTION OF GREEN MARKETING THE NEW COLOUR OF BUSINESS:

GREEN

Being environmentally- friendly is no longer just a nice-to-dothing for companies. It’s

fast becoming a business differentiator. These 7 companies are walking the talk on

sustainable practices and seeing their businesses through the prism of climate change. 1.

Tata Group: Every tata company is working to lower its carbon footprint. 2. ITC group:

It’s water positive. And carbon positive. Now, it’s waiting to profit from the effort. 3. Yes

Bank: it is the only bank with a vertical dedicated to the sustainability space. 4. IOC: The

oil refiner has launched a number of initiatives to develop cleaner fuels. 5. Wipro: It

turned green long before it became fashionable to do so. Now, Wipro is using that

credibility to bag Projects. 6. Mahindra Group: The auto major is using green initiatives

to cut costs. 7. Infosys: It has developed energy – saving solutions for it. Now it plans to

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sell them. There are basically five reasons for which a marketer should go for the

adoption of green marketing. They are - Opportunities or competitive advantage,

Corporate social responsibilities (CSR), Government pressure, Competitive pressure,

Cost or profit issues. In India, around 25% of the consumers prefer environmental-

friendly products, and around 28% may be considered healthy conscious. Therefore,

green marketers have diverse and fairly sizeable segments to cater to. The Surf Excel

detergent which saves water (advertised with the message—"do bucket paani roz

bachana") and the energy-saving LG consumers durables are examples of green

marketing. We also have green buildings which are efficient in their use of energy, water

and construction materials, and which reduce the impact on human health and the

environment through better design, construction, operation, maintenance and waste

disposal.

GREEN MARKETING MIX

Every company has its own favorite marketing mix. Some have 4 P's and some have 7 P's

of marketing mix. The 4 P's of green marketing are that of a conventional marketing but

the challenge before marketers is to use 4 P's in an innovative manner. Product: The

ecological objectives in planning products are to reduce resource consumption and

pollution and to increase conservation of scarce resources (Keller man, 1978).

NIKE AND JORDAN SHOES Price:

Price is a critical and important factor of green marketing mix. Most consumers will only

be prepared to pay additional value if there is a perception of extra product value. This

value may be improved performance, function, design, visual appeal, or taste. Green

marketing should take all these facts into consideration while charging a premium price.

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BIG-BLUE BAG –IKEA AND WALLMART Promotion: There are three types of green

advertising: -Ads that address a relationship between a product/service and the

biophysical environment, those that promote a green lifestyle by highlighting a product or

service, Ads that present a corporate image of environmental responsibility Toyota is

trying to push gas/electric hybrid technology into much of its product line. Largest R&D

investment -HYDROGEN car Place: The choice of where and when to make a product

available will have significant impact on the customers. Very few customers will go out

of their way to buy green products. CARBON EMISSIONS OF SHIP CHALLENGES

AHEAD Green products require renewable and recyclable material, which is costly,

requires a technology, which needs huge investment in R & D, Water treatment

technology, which is too costly. Majority of the people are not aware of green products

and their uses Majority of the consumers are not willing to pay a premium for green

products SOME CASES OF COMPANY WHO ADOPT GREEN MARKETING

POLICY McDonald's restaurant's napkins, bags are made of recycled paper. Mcdonalds

replaced clamshell packaging with waxed paper, because of polystyrene production and

ozone layer depletion. Xerox introduced a "high quality" recycled photocopier paper in

an attempt to satisfy the demands of firms for less environmentally harmful products.

Body Shop heavily promotes the fact that they are environmentally responsible. While

this behavior is a competitive advantage, the firm was established specifically to offer

consumers environmentally responsible alternatives to conventional cosmetic products.

Walt Disney World (WDW) WDW has an extensive waste management program and

infrastructure in place, yet these facilities are not highlighted in their general tourist

promotional activities. Coca-Cola has invested large sums of money in various recycling

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activities, as well as having modified their packaging to minimize its environmental

impact Coca-Cola pumped syrup directly from tank instead of plastic which saved 68

million pound/year. Badarpur Thermal Power station of NTPC in Delhi is devising ways

to utilize coal-ash that has been a major source of air and water pollution. Barauni

refinery of IOC has taken steps for restricting air and water pollutants. In an

advertisement in National Geographic magazine in 2004, Ford Motor Company tried to

convince readers of its commitment to the environment by announcing the launch of the

Escape Hybrid SUV and the remodeling its River Rouge factory. One print ad read,

"Green vehicles. Cleaner factories. It's the right road for our company, and we're well

underway." What Ford failed to tell readers is that it only planned on producing 20,000 of

its Hybrid SUVs per year, while continuing to produce almost 80,000 F-series trucks per

month. Moreover, just prior to the campaign's release, the Environmental Protection

Agency announced that Ford had the worst fleet wide fuel economy of all major

automakers. Ford's failure to live up to its environmentally friendly image earned the

company first prize among America's top ten worst green washers of the year. Many

companies have started realizing that they must behave in an environment-friendly

fashion. They believe both in achieving environmental objectives as well as profit related

objectives. The HSBC became the world's first bank to go carbon-neutral. Other

examples include Coca-Cola, which has invested in various recycling activities. Walt

Disney World in Florida, US, has an extensive waste management program and

infrastructure in place.

In India, pollution is obviously a problem that the government is trying to control.

FACTS: Over 70% of the pollution in the country is estimated to be caused by the

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vehicles. Interesting enough, there are only 7 cars owned for every 1000 people

compared to western ratio where nearly 350-500 cars are owned for every 1000 people.

The Indian consumer is high on the ladder when it comes to being concerned about the

environment. But will he take the plunge and pay more for eco-friendly products. Green

marketing is a phenomenon which has developed particular importance in the modern

market. Many analysts are predicting that 2011 will be a make-or-break- it year for many

green businesses. Increasing competition in the green sector has driven some businesses

to new heights of innovation and service while others lag behind. Trends may come and

go, it is not possible for any green business to stay on top of all of them, nor it is

worthwhile to try. However, keeping track of green business trends is a great way to

ensure that your business stays fresh, flexible and creative in the face of new challenges

and opportunities.

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CHAPTER NO-44) Highlight the various Impediments in implementing green management

Green Management:-Marketing products and services based on environmental factors or

awareness. Companies involved in green marketing make decisions relating to the entire

process of the company’s products, such as methods of processing, packaging

and distribution. Green marketing companies seek to go above and beyond traditional

marketing by promoting environmental core values in the hope that consumers will

associate these values with their company or brand. Engaging in these sustainable activities

can lead to creating a new product line that caters to a new target market. Also known as

sustainable marketing, environmental marketing or ecological marketing.

Green supply chain management (GSCM) integrates ecological concepts with those of

supply chain management in order to minimize energy and material usage and to reduce

adverse impacts of supply chain activities on the environment. GSCM implementation in

mining industries depends largely upon certain factors which are influenced by human

behaviours. Human behaviour is dynamic in nature and the relationships between them

continuously evolve and change. In this ever-changing context, therefore, identifying and

ranking the behavioural factors that affect GSCM implementation becomes essential. This

can be taken as a reference by the decision makers while deciding the hierarchy of action

necessary for effective implementation of green practices in mining supply chains. The

present research attempts to explore various behavioural factors affecting GCSM practices

and their interactions which help to attain green-enabled needs. Interpretive structural

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modelling (ISM) is employed in this research to extract the interrelationships among the

identified behavioural factors.

While environmental issues have become critical concerns all over the world, organizations

are constantly under pressure to develop environmentally responsible and friendly

operations. Commitment to the natural environment has become an important variable.

Therefore, the interest in developing green logistics from companies, government, and the

public is increasing dramatically especially because traditional logistics cannot meet the

requirements of modern society and has huge impact on the environment. The purpose of

this paper is to present determinant factors that can influence the development of green

logistic concept in companies as an element of Sustainable Development.

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CHAPTER NO-5

5) Bring forward the impact of green management on business

According to world statistics, the automobile industry is world’s largest single

manufacturing sector. The growth in the world’s population has also heightened the demand

for the vehicles. Increasing trend of demand of automobiles such as cars, bikes and

commercial vehicles in India has been noticed in last few years, therefore leading

international and domestic automobile are either setting up their new manufacturing plants

or increasing their production capacity in their existing plants in India.

Environmental issues have become more relevant in India. So companies need to focus on

energy and resources for making environmentally sound supply chain. Economics,

environmental or legislative reasons have increased the requirement of GSCM in Indian

Automobile industry.

We have identified various barriers to implement GSCM in Indian automobile industry

from the literature reviews and expert opinions. Literature was reviewed to identify barriers

to implement GSCM in Indian automobile industry. We conducted a workshop, in which

different experts from academia and industry were invited. Four were from industry and

two were from academia. Brainstorming session was conducted and eleven barriers relevant

to Indian automobile industry were identified. These barriers to implementation of GSCM

in Indian Automobile industry are: Lack of IT Implementation; Resistance to Technology

Advancement Adoption; Lack of Organization Encouragement; Poor Quality of Human

Resources; Market Competition and Uncertainty; Lack of Government Support System;

Lack of Implementing Green Practices; Lack of Top Management Commitment; Cost

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Implications; Supplier Reluctance to Change towards GSCM and Unawareness of

customers. Again brainstorming session was conducted to reach consensuses about the

contextual relationships (pair wise) to form a structural self interaction matrix (elaborated in

section 4). The above said identified barriers are explained as:

5.1 Lack of IT implementation

IT systems support collaborative supply chain processes and enhance supply chain

performance (Rogers et al., 1998). An efficient information and technology system is very

necessary for supporting the GSCM during various stages of product life cycle. It can be

very useful for product development programs encompassing the design for the

environment, recovery and reuse. Efficient information systems are needed for tracking and

tracing the returns of product, linking with the previous sales (Ravi & Shankar, 2005)

Information support is necessary for developing linkages to achieve efficient GSCM in

automobile industry. It is required to handle information’s flows associated with both

forward and backward flow of materials and other resources to manage green SC efficiently

(AlKhidir & Zailani, 2009). Also, IT enablement reduces lot of paper usage, which supports

GSCM philosophy. So, lack of IT implementation is an important barrier to achieve

efficient GSCM.

5.2 Resistance to technology advancement adoption

Technology is a kind of knowledge. An organization with rich experiences in the

application and adoption of related technologies will have higher ability in technological

innovation (Gant, 1996). An organization will have higher innovative capability when

knowledge can be shared more easily within the organization (TSai & Ghoshal, 1999).

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Technological advancement can be achieved with higher transferability. It is easy to share

technological transfer or share technological knowledge with higher explicitness (Cooper,

1994). Innovation and technology incorporate the innovation into corporate culture,

encouraging new ideas and processes and solutions by all the employees of the firm

(Digalwar &Metri, 2004). Resistance of organizations to technology advancement adoption

is the resistance to change. An organizational barrier means difficulty of implementing

fundamental change in the organization. This is especially true when there are changes in

the core features of organizations like organizational goals, forms of authority, core

technology, operational strategy and market strategy (AlKhidir & Zailani, 2009). Therefore,

resistance to technology advancement adoption is important barrier to implement GSCM in

automobile industry.

5.3 Lack of organizational encouragement

Informal linkages and improved communication help the organizations to adopt Green’s

practices (Yu Lin & Hui Ho, 2008). Training and education are the prime requirements for

achieving successful implementation of GSCM in any organization (Ravi & Shankar,

2005). Management may encourage employees to learn green information. Organizations

may provide rewards for green employees. Employees may be helped when they face green

problems and may be provided support to learn green information (Hsu & Hu, 2008).

5.4 Poor quality of human resources

A Company with higher quality of human resources such as better training or education will

help in implementing Green Supply Chain Management. Quality human resources can

provide new ideas for companies, learn new technologies easily, share knowledge with each

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other and use new technologies to solve problem (Yu Lin & Hui Ho, 2008).However, due

to financial constraint; quality of human resources is barrier. Therefore poor quality of

human resources is an important barrier to implement GSCM in Indian automobile industry.

5.5 Market competition and uncertainty

In today’s scenario market uncertainty is very high due to global competitiveness, and

customer’s requirements (Yu Lin, 2007). Research and benchmarked global competitors

develop and deploy strategies. The external environment in which a firm conducts its

business will also influence the innovative capability as well as intention to adopt

innovations (Hosseini, 2007). We assume that market competition and uncertainty is most

important barrier to achieve GSCM in Indian automobile industry.

5.6 Lack of Government support systems

Government regulation can encourage or discourage the adoption of innovation, as

Government sets the environmental regulations for industry (Scupola, 2003). Time

consuming regulatory requirements, fees or levies may discourage smaller firms. Tax

structures that distort incentives can discourage industry to implement GSCM. Government

institutions are considered as barriers to development in the environmental management in

the sense that institutional process for implementing GSCM are going on but very limited

institutional support is given for new ideas to implement GSCM. The tendency of

government to encourage old practices is major barrier (AlKhidir & Zailani,

2009).Therefore lack of government support systems is a barrier to implement efficient

GSCM in Indian automobile industry.

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5.7 Lack of implementing green practices

Innovative green practices are associated with the explicitness of green practices,

accumulation of green related knowledge, organizational encouragement and quality of

human resources (Yu Lin & Hui Ho, 2008). Innovative green practices involves hazardous

solid waste disposal, energy conservation, reusing and recycling of materials. Innovative

green practices promote innovative design, new market opportunities and makes their

quality better than others. However, due to market competition and cost implications,

organizations try to save cost. Implementing GSCM practices initially involves high

investment. Financial constraints also lead to resistance to implementing green practices

(Ravi & Shankar, 2005).From the above discussion; we expect that lack of implementation

of green practices is the most important barrier to implement efficient GSCM in Indian


5.8 Lack of top management commitment

Top management support and commitment is necessary for any strategic program success

(Hamel & Prahalad, 1989; Zhu & Sarkis, 2007). Top Management support is especially

useful for environmental practices such as GSCM. Top management has significant ability

to influence, support actual formation and implementation of green initiatives across the

organization (Sarkis, 2009).Top management provides continuous support for GSCM in the

strategic plans and action plans for successfully implementing them (Ravi & Shankar,

2005). Therefore, we assume that lack of top management commitment is one of the

barriers to implement of GSCM in Indian automobile industry.

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5.9 Cost implications

Historically, cost has been used as the prime performance measure. Usually, high cost is a

big pressure in GSCM as compared to conventional SCM. The initial investment

requirement by green methodologies such as green design, green manufacturing, green

labeling of packing etc. are too high. Engaging in environmental management involves two

types of costs, direct cost and transaction cost. Both types of costs are likely to constitute

significant barrier to implement GSCM (AlKhidir & Zailani, 2009). IT enablement,

Technology advancement adoption, hiring good quality of employees, motivating and

training of employees towards GSCM will require high initial investment. Therefore, cost

implication is a major barrier among the barriers to implement efficient GSCM in Indian


5.10 Supplier reluctance to change towards GSCM

Strengthen relationships with suppliers result in lower inventory levels, costs and higher

accuracy. Involvement of the suppliers in design process and technology affects overall

performance of whole chain (Sarkar & Mohapatra, 2006). Suppliers’ reluctance to change

towards GSCM is due to traditional mindset and suppliers’ interests being different from

those of the total network (Mudgal et al., 2010). Supplier manufacturer relationships are

considered most important for developing competitive advantage for the manufacturer.

Large automobile industries have normally 2000 to 3000 suppliers. The manufacturers

cannot produce green products unless they work together with suppliers. Suppliers need to

meet the requirement of buyers to maintain business relationship. So we can say that

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Supplier reluctance to change towards GSCM is a very important barrier to implement

GSCM in Indian automobile industry.

5.11 Unawareness of customers

A major barrier of GSCM seen in Indian automobile industry is lack of awareness of

customers about the benefits of green products. Customer demands become most crucial

type of external pressure. Customer’s awareness means if customer demands green

products; the company has to change technology and organization for innovative green

products. But in Indian automobile market, due to unawareness of customers towards green

product benefits, automobile producers are producing non green products. In U.S.A., an

estimated 75% of consumers claim that their purchases are influenced by reputation and

80% would be willing to pay more for environment friendly products (Lamming

& Hmapson, 1996). Thus, we can say that unawareness of customers is a major barrier to

implement GSCM in Indian automobile industry.

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CHAPTER NO-6

6) Discuss the relationship between goal setting of an organization and its

green management initiatives

This study aims to give information about the effect of green marketing on customers

purchasing behaviors. First of all, environment and environmental problems, one of the

reason why the green marketing emerged, are mentioned, and then the concepts of green

marketing and green consumer are explained. Then together with the hypothesis developed

literature review has been continued and studies conducted on this subject until now were

mentioned. In the last section, moreover, questionnaire results conducted on 540 consumers

in Istanbul are evaluated statistically. According to the results of the analysis, environmental

awareness, green product features, green promotion activities and green price affect green

purchasing behaviors of the consumers in positive way. Demographic characteristics have

moderate affect on model. Consumers with favorable attitudes such as ecoliteracy,

interpersonal influences and value orientation towards environmentally green products are

more likely to purchase environmentally green products. Perceived product necessity

moderates the relationship between attitudes towards environmentally green products and

the willingness to purchase environmentally green products. According Amyx et al., 1994;

Kinner et al., 1974; McCarty and rum, 1994 study have established an apparent correlation

between favorable attitudes towards environmentally green product and positive purchase

decisions. Equally, negative attitudes will dissuade consumers resulting in a non-purchase

decision that is say by McCartyand Shrum, 1994. There are many variables that can

interpret social interaction among young customers in order to buy green products. The most

important is social environments such as family, friends and peer networks strongly

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influence buying decisions that involve environmentally green products. These can be proof

by Bandura, 1986 shows that the social influences of peers, family groups and influential

bodies can convey information and active emotional reaction trough factors such as

modeling, instruction and social persuasion. Green purchasing behavior can influences

young customers to buy the green products because nowadays in globally, each people are

tends to the green environment. And now have many nonprofit organization and

government doing marketing activities that practices green environment and also come out

with green products. Accordingly to Cohen 1973, he said green marketing activities are

increasing in many countries and these activities have had an important influence on

increasing consumer knowledge and in shifting consumer into purchasing green products.

Evidence can be shows by Mendelssohn, 1994; marketers should emphasize the ecological

knowledge in their organization, their product and their advertising in order to achieve the

goal of changing the consumer purchasing behavior. Purchasing behavior also can be

affected by the perceived product as a necessity that’s can expected the consumers’ attitudes

towards the environment should play a relatively minor role in affecting purchase behavior,

or in

The author discusses the failure of green marketing to move beyond the limitations of the

prevailing paradigm. While there are nascent macro developments in marketing thought

that might lead to a truly green marketing considering sustainability, holistic thought, and

the limitations of the prevailing paradigm, they remain thus far on the periphery of the

discipline. This will remain so until a broader, multi-disciplinary approach incorporating

the multiple dimensions of the DSP is developed. The author identifies areas that must be

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examined for their effect in the marketing/environment relationship, namely economic,

political and technological dimensions of the cultural frame of reference.

Fisk, G. (1998). Green Marketing: Multiplier for Appropriate Technology Transfer?

Journal of Marketing Management, 14(6), July, pp. 657-677.

The effectiveness of "reward and reinforcement" strategy used in marketing activity is

compared to a strategy of "mutual coercion mutually agreed upon" as a means for

accelerating acceptance of environmentally appropriate production and consumption

technologies. The risk and reward consequences of green marketing tactics are traced to

identify their implications in pursuing globally sustainable development. Together, reward

and reinforcement strategies and coercive regulatory activities are more promising for

attaining sustainable development than either one alone.

Grove, S.J. & Fisk, R.P. (1996). Going green in the Service Sector. European Journal of

Marketing, 30(5), pp. 56-67.

The study by Moloy Ghoshal (2011) examined that green marketing was still in infancy. In

the perception of marketing scholars, green marketing refers to eco-level and market

segmentation and the role of structural factors and economic incentives in influencing

consumer behavior. The green marketers must understand to satisfy two objectives:

improved environmental quality and customer satisfaction.

The research by Anup Sinha & Jamie Gilpin (2009) primarily focused on finding

inefficiencies in the carbon value chain of energy production using renewable methods. By

utilizing anaerobic digestion and gasification technology Aura could produce biogas from

cattle, swine, and other farm animals.

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The study by Ann Kronrod et al (2012) highlighted and explained the surprising

prevalence of assertive environmental messages in the media. Environmental agencies,

which are populated with people who perceive protecting the environment as a highly

important issue, should understand that not all consumers are as informed and concerned

about the environment.

The study by Murugesan (2008) underlined that firms may use green marketing as an

attempt to address cost or profit related issues. Disposing of environmentally harmful by-

products, such as polychlorinated biphenyl contaminated oil are becoming increasingly

costly and the firms that can reduce harmful wastes may incur substantial cost savings.

Charles W Lamb et al (2004) explained that ―Green Marketing has also become an

important way for companies to build awareness and loyalty by promoting a popular issue.

By positioning their brands as ecologically sound, marketers can convey concern for the

environment and society as a whole.

Robert Dahlstrom (2011) examined that Green Marketing has positive influences on

multiple participants in the economy. The environment, developing economies, consumers,

corporate strategy, the product, production processes, and supply chain benefit from green

marketing. Green marketing firms establish strategic alliances with government, local

communities, nongovernmental organizations (NGOs), industry experts, and competitors.

According to Roger A Kerin et al (2007), Green Marketing takes many forms. It comes

from product development opportunities that emanate both from consumer research and its

Pollution Prevention Pays‖ program. This program solicits employee suggestions on how to

reduce pollution and recycle materials.

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Biji P Thomas & H Nanje Gowda (2010) highlighted that environmentally friendly

buildings are also known as Green Buildings. Some of the visible ―green‖ features, such as

exterior window shading, good daylighting, green (landscaped) roofs, and natural

ventilation chimneys are often considered as the signals of being green.

Philip Kotler & Kevin Lane keller (2011): Companies that mound ―green programs‖ can

face two main problems: consumers may believe that product is of inferior quality of being

green and consumers feel the product is not really that green to begin with.

Arun Kumar & N. Meenakshi(2009) : Consumers have to play an important role if

companies have to be made responsible for preservation of the environment. They should

stop buying products of companies which are polluting the environment. Apart from

companies, NGOs also have very important roles to play. NGOs should carry out research

and tell the companies how they can make their process more environment-friendly.

Rajan Saxena(2010) maintained that Green products and services are today increasingly

being accepted by both the companies and customers. Following are some of the arguments

in favor of green marketing which makes it profitable for the firm/organization.

An aware customer now insists on a ‗green‘product and packaging material.

Aware customers are joining together to form interest groups which lobby for eco-

friendly products and legislation to protect their environment.

Given the choice, customers tend to buy eco-friendly products.

The study by Altaf Khan(2011) about the Indian companies practicing the Green Marketing

Concepts as follows :

• Samsung Electronics has adopted modern environmental conservation activities, such as

the developing of environmental-friendly products and service and maintaining a safe and

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pleasant working environment at factories, based on Green Management and the Life-

Cherishing philosophy.

• Tuna manufacturing company has modified their fishing techniques because of the

increased concern over drift-net fishing and the resulting death of dolphins.

• Toyota, the most popular automobile industry, introduced the Pries, which is the first

hybrid car that is more environmental-friendly compared to other cars.

• Xerox, the pioneer photo copier company introduced a ―high quality recycled

photocopier in an attempt to satisfy the demands of firms for less environmentally harmful

products.

Del I Hawkins et al (2010) identified that Sound marketing strategies take into account the

nature of information search engaged in by the target market prior to purchase. The

following are the marketing strategies like maintenance, disrupt, capture, intercept,

preference and acceptance are based on information search patterns.

A lower price caused by cost saving will encourage consumers to buy environmentally

friendly products. When the demand for a product is price responsive, a lower price will be

a more successful strategy for the company. When the price is held at the same level,

positive properties of the product about the environment can be used as a competitive

advantage element. In case the price of the product is higher, importance should be given to

promotion of differentiated green product and also there should be consumers ready to

overpay for the product. In this case, important thing is level of price (Emgin and Turk,

2004).

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CHAPTER NO-7

7) compare and discuss about green management initiatives at HCl

technologies and ONGC

HCL Technologies

Concerns over global warming, energy conservation, and social responsibility are leading to an

unprecedented amount of media coverage about all things that need to go “Green”. Not only is

there increased press coverage, but environmental protection issues are also gaining much more

visibility with IT managers too.

Going Green can be both environmentally responsible and cost efficient for an enterprise. A

successful Green initiative not only increases the availability of IT infrastructure but will also

help reduce costs for the enterprise. It can also be a platform to bring in a new level of discipline

in IT provisioning and management.

Why Green?

IT has been on an unsustainable path for years. Huge data centers are feeding on electricity;

millions of computers burn up processor power performing background processes, many a times

while their users are in meetings; add to this, piles of emails and documents needlessly printed

off and never read.

If these factors alone are not reason enough to sign up to Green IT, there are countless more.

Many UK and EU regulations and campaigns demand greener businesses. Employees are

increasingly ‘Green aware’ and want to see their company contributing to the solution rather than

exacerbating the problem. Sooner, rather than later, someone—your boss, a big customer, or a

~39~


government agency—is going to want to know what you’re doing to comply with, support or

advance your company’s efforts to become more environmentally responsible.

Defining Green IT

Green IT is a means of increasing energy efficiency of IT hardware, IT Data Centers and other

assets. Since IT consumes very large quantities of renewable and not so renewable resources like

silicon, platinum and others, a big part of Green IT also implies reducing electronic parts waste.

IT also consumes space on the planet through Data Centers. Thus, Green IT also means reducing

the Data Center footprint on the environment.

Data Centers are at the heart of Green IT

While ‘Green’ IT merits a long discussion, for the want of time and space we can perhaps focus

on the heart of the issue today, which lies inside the Data Center of an enterprise.

The Data Center is often the engine that drives the growth of the enterprise, and energy

efficiency is the key here. According to a recent AFCOM Data Center Institute survey, 50% of

every dollar spent on a new server goes into the energy to power and cool it. The Lean & Green

consortium predicted that by the end of 2008, the cost of powering a server would even exceed

the cost of the server itself.

In fact, as per some reports Data Centers consume between 1.5% and 3% of all the power

generated annually in the USA— at the high end, that’s equivalent to the electricity needed to

power the state of Michigan for a year.

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Therefore, power management is a key aspect in achieving a Green Data Center. Simple acts

such as turning off unused lights, PCs and other devices are powerful and strikingly easy

changes. Furthermore, in many organizations the ‘power save’ features do exist, but have not

been activated. Energy Star standards also enable us to determine the impact of equipment before

we buy them. At the next level, we need to ensure an equipment layout that optimizes cooling.

When considering using environmentally friendly techniques, companies should take the Green

IT effort beyond power saving through tactical ways. Today, the need is to transform the Data

Center footprint through more sustainable strategies like consolidation and virtualization, which

offer a more long-term solution to the problem.

Zooming in on the Virtualization buzz

Virtualization reduces the server footprint and therefore improves energy efficiency of an

enterprise. Implementing server virtualization can result in significant savings. Estimates by

VMware and PG&E Co. state that direct energy savings for each server removed via server

virtualization runs between $300 and $600 per year.

In fact virtualization is today becoming a strategy of choice for CIOs across the world. Experts

and practitioners agree on the fact that virtualization of Data Centers not only improves

performance, but increases IT efficiency, cuts power and cooling costs, and makes disaster

recovery as easy as pushing a button.

According to Gartner, virtualization would be the highest-impact trend changing infrastructure

and operations through 2012. Analysts at Gartner state that the leading edge of this change is

server virtualization, which promises to unlock much of the underutilized capacity of existing

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http://www.hcltech.com/it-infrastructure-management/green-datacenter-methodology


server architectures. According to the research agency’s figures, there were about 540,000 virtual

machines deployed around the world, not including consumer usage. By 2009, this figure was

expected to soar to over 4 million. It’s obviously much higher today.

All these numbers validly represent the growing demand and adoption of virtualization in

enterprises across the globe. Consolidation is another option. If you are not prepared to launch

the virtualization project, you can consolidate your existing server. This can be done first by

looking at application optimization and then drilling that down into complete requirement

mapping. The next step is analyzing the application server maps that are in place and then

consolidating servers according to that. These are again long term programs that need to be well

planned.

The holistic approach

The key to handling the complexity of ‘greening’ an IT Data Center is to take a holistic

approach. An enterprise must look at all the aspects of environmental impact instead of focusing

only on the most obvious ones. Many a times, a plan on paper may yield consequences way

beyond what was originally expected. Therefore, planning and implementing the initiative in a

phased manner is the secret to energy efficient and clean IT.

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ONGC

ONGC:- The Oil and Natural Gas Commission (ONGC), India's largest petroleum exploration

and production entity, is organized as a state statutory body rather than a public company, but is

run on a profit-making basis with these revenues flowing to the Indian Exchequer. In 1989-1990

ONGC claimed to have posted the biggest profit in "India's corporate world." ONGC and the

state-owned company, Oil India Ltd., are responsible for most of the exploration and production

of crude oil and gas in the country. A separate state-owned company, the huge Indian Oil

Corporation, is predominant in refining, trading, and marketing. The ONGC and other state-

owned oil companies trace their origins back to a 1948 resolution by India's newly independent

government. The Industrial Policy Resolution of 1948 specified that all new units in the Indian

oil industry would be government-owned, unless specifically authorized. In December 1955 an

Oil and Natural Gas Directorate was set up within the Ministry of Natural Resources and

Scientific Research to specialize in exploration. Early in 1956 its status was changed to a

commission. In October 1959 the ONGC was made a statutory body by an act of parliament. The

decision to create ONGC as a state-controlled body and, eventually, to bring most of the rest of

the oil industry under government control, was based not just on ideology, but on the need to

prevent a drain on foreign exchange and control by a group of foreign-owned oil companies that

were predominant in the country. Before independence and immediately afterward foreign

companies exercised a powerful control over the production and supply of petroleum substances

vital to the country's industrial development. Prior to independence, it was widely believed that

India lacked large-scale commercial deposits of oil and gas.

The Energy Sector is the totality of all of the industries involved in the production and sale of

energy, including fuel extraction, manufacturing, refining and distribution. Modern society

~43~


consumes large amounts of fuel, and the energy industry is a crucial part of the infrastructure and

maintenance of society all over the world. In particular, the Energy Sector comprises:the

petroleum industry, including oil companies, petroleum refiners, fuel transport and end-user sales

at gas stations the gas industry, including natural gas extraction, and coal gas manufacture, as

well as distribution and sales the electrical power industry, including electricity generation,

electric power distribution and sales the coal industry the nuclear power industry the renewable

energy industry, comprising alternative energy and sustainable energy companies, including

those involved in hydroelectric power, wind power, and solar power generation, and the

manufacture, distribution and sale of alternative fuels traditional energy industry based on the

collection and distribution of firewood, the use of which, for cooking and heating, is particularly

common in poorer countries 1.1.2. History: The use of energy has been a key in the development

of the human society by helping it to control and adapt to the environment. Managing the use of

energy is inevitable in any functional society. In the industrialized world the development of

energy resources has become essential for agriculture, transportation, waste collection,

information technology, communications that have become prerequisites of a developed society.

The increasing use of energy since the Industrial Revolution has also brought with it a number of

serious problems, some of which, such as global warming, present potentially grave risks to the

world. In society and in the context of humanities, the word energy is used as a synonym of

energy resources, and most often refers to substances like fuels, petroleum products and

electricity in general. These are sources of usable energy, in that they can be easily transformed

to other kinds of energy sources that can serve a particular useful purpose. This difference via

energy in natural sciences can lead to some confusion, because energy resources are not

conserved in nature in the same way as energy is conserved in the context of physics. The actual

~44~


energy content is always conserved, but when it is converted into heat for example, it usually

becomes less useful to society, and thus appears to have been "used up". Ever since humanity

discovered various energy resources available in nature, it has been inventing devices, known as

machines that make life more comfortable by using energy resources. Thus, although the

primitive

Following are the various implement of green management in ongc:-

Technologies are constantly being developed to complement current practices in creating greener

structures; the common objective is that green buildings are designed to reduce the overall

impact of the built environment on human health and the natural environment by:

Efficiently using energy, water, and other resources

Protecting occupant health and improving employee productivity

Reducing waste, pollution and environmental degradation

A similar concept is natural building, which is usually on a smaller scale and tends to focus on

the use of natural materials that are available locally.

The concept of green Management can be traced to the energy (especially fossil oil) crisis and

environmental pollution concerns of the 1960s and 1970s.The Rachel Carson book, “Silent

Spring”, published in 1962, is considered to be one of the first initial efforts to describe

sustainable development as related to green building. The green building movement in the U.S.

originated from the need and desire for more energy efficient and environmentally friendly

construction practices. There are a number of motives for building green, including

environmental, economic, and social benefits. However, modern sustainability initiatives call for

~45~


an integrated and synergistic design to both new construction and in the retrofitting of existing

structures. Also known as sustainable design, this approach integrates the building life-cycle with

each green practice employed with a design-purpose to create a synergy among the practices

used.

Green building brings together a vast array of practices, techniques, and skills to reduce and

ultimately eliminate the impacts of buildings on the environment and human health. It often

emphasizes taking advantage of renewable resources, e.g., using sunlight through passive solar,

active solar, and photovoltaic equipment, and using plants and trees through green roofs, rain

gardens, and reduction of rainwater run-off. Many other techniques are used, such as using low-

impact building materials or using packed gravel or permeable concrete instead of conventional

concrete or asphalt to enhance replenishment of ground water.

While the practices or technologies employed in green building are constantly evolving and may

differ from region to region, fundamental principles persist from which the method is derived:

Sitting and Structure Design Efficiency, Energy Efficiency, Water Efficiency, Materials

Efficiency, Indoor Environmental Quality Enhancement, Operations and Maintenance

Optimization, and Waste and Toxics Reduction. The essence of green building is an optimization

of one or more of these principles. Also, with the proper synergistic design, individual green

building technologies may work together to produce a greater cumulative effect.

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Sitting and Structure Design Efficiency:-

Green buildings often include measures to reduce energy consumption – both the embodied

energy required to extract, process, transport and install building materials and operating energy

to provide services such as heating and power for equipment.

Water Efficiency:-

Reducing water consumption and protecting water quality are key objectives in sustainable

building. One critical issue of water consumption is that in many areas, the demands on the

supplying aquifer exceed its ability to replenish itself. To the maximum extent feasible, facilities

should increase their dependence on water that is collected, used, purified, and reused on-site.

The protection and conservation of water throughout the life of a building may be accomplished

by designing for dual plumbing that recycles water in toilet flushing or by using water for

washing of the cars. Waste-water may be minimized by utilizing water conserving fixtures such

as ultra-low flush toilets and low-flow shower heads. Bidets help eliminate the use of toilet

paper, reducing sewer traffic and increasing possibilities of re-using water on-site. Point of use

water treatment and heating improves both water quality and energy efficiency while reducing

the amount of water in circulation. The use of non-sewage and grey water for on-site use such as

site-irrigation will minimize demands on the local aquifer.

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Waste and Toxics Reduction:-

Green architecture also seeks to reduce waste of energy, water and materials used during

construction.

The project activity involves the construction of green building at Delhi. The building is

designed as a Green, Energy-efficient, Intelligent and Barrier-free. The building will be

constructed for the Platinum Rating under US Green Building Council’s Leadership in Energy

and Environmental Design (LEED) Green Building Rating System (USGBC’s LEED) rating

system. This project is an initiative to provide an eco-friendly and energy efficient workspace;

various “Green” features have been incorporated in the design with intricate equipment/system

selection procedures to ensure the maximum adherence/value engineering to the design intent.

The building named as Rajeev Gandhi Urja Bhavan in Delhi being built on a plot area of 36,340

square meters at Vasant Kunj Mall Phase-II, Nelson Mandela Road, New Delhi has been

designed by noted architect Hafeez Contractor. The building has a built area of 46,900 square

meters with a ground plus 5 floors and two basement levels. The building is estimated to cost

around Rs. 490 Crores. ONGC has committed upto Rs. 500 Crores for supporting the R&D

activities to be carried out through a Trust set up as ‘ONGC Energy Centre’.

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ConclusionGreen computing is the term used to denote efficient use of resources in computing. This term

generally relates to the use of computing resources in conjunction with minimizing

environmental impact, maximizing economic viability and ensuring social duties. Green

computing is very much related to other similar movements like reducing the use of

environmentally hazardous materials like CFCs, promoting the use of recyclable materials,

minimizing use of non-biodegradable components, and encouraging use of sustainable resources.

The primary objective of such a program is to account for an expanded spectrum of values and

criteria for measuring organizational and societal success. It aims to reduce the use of hazardous

materials, maximize energy efficiency during the product's lifetime, and promote recyclable

process or biodegradability of outdated products and factory waste, just like green chemistry.

There are several solutions like customer satisfaction, management restructuring, regulatory

compliance, and removal of electronic waste, telecommuting, and virtualization of server

resources, energy use, and return on investment (ROI). Keywords: Eco-friendly PCs, Energy

star, e-waste, ROI, virtualization, biodegradability, energy efficiency, CleanTech, LCD.

The "Environmental Protection Planning of Macao (2010-2020)", as the first environmental

planning of Macao, has systematically depicted the roadmap of future environmental

management works in Macao. The Environmental Planning, on the one hand, has proposed

objectives in improving environmental quality and guidance in actions to be taken for Macao up

to year 2020.On the other hand, it has also acted as the foundation of the environmental

management works in Macao, in the view of harmonizing the environment, society and

economy, leading for the sustainable social and economic development.

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This planning aims to establish the planning objectives and indicators in a forward-looking way,

and execute and implement the actions for improving the environment according to their priority.

We have to point out that formulation and implementation of this planning is a dynamic process,

which relies on the participation of general public, and should be reviewed, amended and

improved in accordance with the actual status of the social and economic development,

supported by the input of corresponding resources, in order to facilitate and ensure the

implementation of this planning.

However, since the environment is a complex, variable and extensive system, protecting the

environment is a hard and enduring task. It is impossible that all the existing pollution problems

in the environmental can completely be resolved in the next decade. A wonderful and quality

environment must be achieved by continuous planning, governmental policies, efforts of the

enterprises and public participation.

It is the responsibility of everyone to protect our environment. Let us fulfill our responsibilities

in environmental protection, creating a quality ecological environment and sharing wonderful

green living together.

~50~


Reference

http://www.businessethics.ca/greenwashing/

http:// greenmarketing.htm.

http://www.hcltech.com/it-infrastructure-management/green-it

http://www.sciencedirect.com/science/article/pii/S1877042814054706

Amitabha Ghosh (2008) ‘Green Marketing Strategies’ ICFAI University Press, Hydrabad.

Bhattacharya, S. (2011), “Consumer Attitude towards Green Marketing in India”, the IUP

Journal of Marketing Management.

~51~

http://www.sciencedirect.com/science/article/pii/S1877042814054706

http://www.hcltech.com/it-infrastructure-management/green-it

http://www.businessethics.ca/greenwashing/

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Green Management