Lowering CO2 Emissions From Products: Sony’s Eco-Innovation For Televisions Harvard Case Solution & Analysis

IMD-2-0154 © 2009
Billington, Corey; Ionescu-Somers, Aileen; Braga, Tania

The case demonstrates the potential companies must drive innovation in order to accomplish CO2 reduction goals that are ambitious. It records Sony’s attempts under WWF International’s Climate Savers initiative. Climate Savers is a program to transform sector and company into pioneers on energy and climate solutions. Sony started to concentrate on improving the energy efficiency of televisions, to reduce CO2 emitted in using its own products.

Sony attained a continual decrease in the carbon footprint of its televisions, by combining innovative technological improvements with simple attributes that make it easy for customers to save energy. The case also provides a framework for dialogues around Sony’s major challenge: reducing the total (complete) emissions from product use under market increase. Learning objectives: 1) Deliver strong arguments that challenging CO2 reduction goals trigger innovation and are thus good for business development and growth. 3) Demonstrate the way to create, develop and market climate friendly products.

Subjects: Innovation; Climate change; Energy efficiency; Consumer electronics; Product innovation; Carbon emissions; Televisions; Corporate responsibility; Partnership; Carbon footprint
Settings: Global; Consumer electronics and entertainment; 7,730 billion yen (€58 billion) sales in 2008; 171,000 employees; 2006-2009

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Lowering CO2 Emissions From Products: Sony’s Eco-Innovation For Televisions

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