This article, case 1.1, from the book Contemporary Management explores Hewlett-Packard’s (HP) strategy aimed to reduce green house, encourage reuses and recycling of their products to ensure a safer environment is achieved. It is the world’s leading information technology company that was founded in 1939. Its products include a range from portable, handheld devices to supercomputers. The company is categorized into three main business categories: Personal Systems; these include workstations, personal computers, and mobile computing devices (Kurtz, 2012). The second category is as an enterprise Business; this includes servers, business software, and storage devices. The last category is on printing and imaging. This group includes inkjet and laser printers, with printing supplies and commercial print services. Most of their products are bent towards hardware, after uses, there is a need to ensure that these products do not mess the environment.
The article majors on four key points reporting and sinking the company’s greenhouse gases emissions, reducing waste, improving standards amongst its global vendors, and making it easier for information technology access in its operation areas. It has picked a role in the front line that does not discriminate products from other brand of computers. These include recycling their own ink cartridges free of any charges and computer hardware or rechargeable batteries from other firms U.S and Canada (Kurtz, 2012).
Hp considers the recycling of equipment as a win–win situation for all, both good for business success and for the planet. In one, last year, HP recycled an excess of 74,000 tons of print cartridges and hardware in their areas of operation around the world. The firm has a vision to raise the number of electronic products or supplies to more than 900,000 tons (Kurtz, 2012). According to their scientist’s estimates, he drew the attention that the company requires an annual amount of coal above 400 million tons, emitting more than double the amount in carbon dioxide waste. This is a situation that they cannot allow to continue. With newer technology such as the introduced displays using ambient light, HP hopes to minimize greenhouse-gas emissions and levels of energy consumed of all its operations. The target was to be a figure lower than that held in the year 2005 by 40% (Kurtz, 2012).
HP has reached an extra rank by meeting its 2010 target of reducing emissions and waste to 25 percent based on its 2005 levels. To ensure that all its products are catered for in the recycling plan, Hp is moving forward to implement plans of invest in sources renewable energy. The company recently announced the release of its latest ProBook laptop that include dedicated hardware circuits and power management software, which can calculate and show the computers’ power levels use over time. Such features, users can customize their power settings such as reducing screen brightness, turning off specified network features, lowering the processor speeds and ensure longer battery life (Kurtz, 2012).
Besides their run to achieve business success, on the marketing utility that Hewlett Packard’s sustainability efforts rendered for its customers, it ensures environmental responsibility and safer products that also consume lower energy. However, HP has to face the downside part of their objective as the company will have to lay more capital in an uncertain economy, especially in the current economic crisis.
HP partnered with the National Cristina Foundation to collect used computer hardware for donation. Trade-ins and resale assists in reducing electronic waste for its customers (Kurtz, 2012). For Hewlett-Packard to achieve its sustainability objectives, it would require partnering other partners who would sensitize the customers to support their initiatives. Joining hands with partners interested in their project and those willing to fund it for mutual benefit for the partners would go a step further in reducing the company’s expenditure in this strategy and use the money to fund other technology advanced projects (Daniel, 2009).