Green Rubber: The Revolution of the Rubber Recycling Business Harvard Case Solution & Analysis

Dedicated to offering high-tech solutions to environmental and social issues, private Malaysian conglomerate, Petra Group, aimed at innovation recycling waste rubber. Since the 1990s, the group tried to convert rubber waste using the patented technology to produce reusable rubber tie, which he branded as green rubber. Despite its inability to make a sound industrial impact with the technology in the mid-1990s, the company wanted new environmentally friendly solutions for the new millennium. Through its subsidiary, Green Rubber Global ("GRG"), the group gradually explore partnerships with those wanted to be part of the growing demand for environmentally friendly products. In 2007 GRG opened the first American rubber processing plant in New Mexico, with the support of government. Vinod Sekhar, founder and CEO, and Peter GRG Group, provides green rubber is becoming a global brand name for most rubber products, like "Intel Inside" is for computers. However, there was no industry skepticism not only about the cost-effectiveness of linking technology, but the quality of the green tire, partly due to the failure GRG on the market ten years ago. Is past failures in GRG be a stumbling block for further business development? Will increase global expectations of corporate environmental and social responsibility to be a stepping stone to a profitable success? Because "green" requirements have been over-exploited in marketing in recent years, and has been cynicism about commercial corporations selling organic products. As GRG successfully conduct business due to commercial principles, which are also designed to maintain the ecological and social progress? And GRG benefit from its relationship with the parent company? "Hide
by Maria Francesch-Huidobro, Claudia HL Woo Source: University of Hong Kong, 16 pages. Publication Date: June 23, 2009. Prod. #: HKU835-PDF-ENG

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