Green Leaders

Green Leaders

Environmental issues are more pronounced in today's business culture than they ever have been. It is becoming difficult to disentangle the connection between business and the environment we all share. Companies that will be the most successful in today's day and age, many believe, are the ones that will profit by finding ways to merge these two topics into one business model. Nicholas Moore Eisenberg, managing principal of Green Order, believes the next Bill Gates will be an environmental entrepreneur. His viewpoint is that there has been a recent shift of focus towards the rising costs to our society created by climate change. Eisenberg goes on to stress that this may present the largest economic opportunity costs of our time ("Coming soon: a green Bill Gates). However, the balancing act between environmental science and money matters has many challenges. A corporation must strive to find ways to protect the environment, as well as, adding to their bottom line.

Corporations have a responsibility to not only protect the best interests of their share holders, but to members of society outside of their firms as well. This is the ideal definition of citizenship. However, as many of us know through our own work experiences or through our own research, this is not always the case. Before I did research on this topic I would have thought that the only interest a company had was to increase revenue at any cost. It is clear to me now that it is possible to implement environmentally sound practices and still increase a company's bottom line. Corporate social responsibility (CSR) must be taken a step further than just concentrating on financial factors. It should also include factors related to society, the environment and the consequences that corporate actions have on these issues. "Corporate social responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large" ("Corporate Social Responsibility" 3).

In the past, most organizations did not look at the environment as a way of creating opportunities to enhance performance. Many companies believed they were nothing more than an extra cost to be incurred, or viewed it as representing a possible threat more than an anything else. Now with the limited "green" initiatives currently in the marketplace there are plenty of opportunities for success. However, organizations are concerned with the opportunity costs involved and as a result question whether or not their time and money is best suited in the environmental arena. For the most part, when it comes to developing new "green" initiatives, companies have passed the decision making process to a particular department within the firm, or in some cases, completely outside the firm's walls. If these initiatives are going to be a success, the company must incorporate them into the corporate strategy. They must change it from a governmental compliance standpoint to an opportunity to be creative and innovative. Many of the older managers grew up in a time where governmental regulation forced compliance and to face litigation. Now is a good time for organizations to work with the government and environmental groups. By being innovative and creative, an organization can establish environmentally sound improvements, add to the company's image, and enhance performance. Technology does create a challenge because it is rapidly changing, but so is the environment.

Changing technology can be beneficial, as well, to a company trying to find new ways to help protect the environment. One such way a company can enhance its performance with the help of changing technology is with waste management. Wasted resources typically end up as an added cost to a firm. As a result of improper waste disposal, consumers may also be faced with added costs whether they are indirectly or directly related, for example, discarded cooking oil from a restaurant. So not only is the organization faced with increasing costs, they are possibly jeopardizing a relationship with an important customer. In an effort to both save consumers from these added costs and be environmentally conscious, Knowles, a restaurant, has started to convert the engines in their vehicles into ones that run on used fryer oil (Tanyeri 2). This is something that anyone can do for a reasonable price. There is a conversion kit available that can be purchased for around $800.00 (Tanyeri 2). Companies that are using these kits are saving costs on removal of the oil, as well as, putting cleaner air into the atmosphere. Biodieselnow.com claims this type of fuel, a kind of biodiesel, is 100 percent renewable which means that we will never run out of it (1). It also supplies the air with nearly zero emissions and, plus, "the exhaust smells like popcorn or french fries" (biodieselnow.com 1).

International Truck and Engine Corporation has been focusing on clean air initiatives, such as low-emission green diesel engines, trucks and school buses. The company is committed to deliver engines, trucks and school buses that combine power and durability with reliable safety and profound environmental benefit. The engines are produced in a way that makes effective use of natural resources and energy, which provides individuals with opportunities, and gives back to the community. International's long standing commitment to diesel technology improves engine performance and helps the environment. While demonstrating environmental responsibility, for over 60 years, International has produced quality engines that meet customer demands. International has always been a leader in developing new diesel technology that improves engine performance while addressing environmental impact. The company takes part in these initiatives, not only because they are right, but because it is good business (Hem).

International is another great example of a company who has emerged as a "green" leader by using their clean diesel technology. It not only offers economic advantages, but also benefits the environment. International has been able to help produce what are being called "no smoke, no smell" diesel ("Clean Diesel Engines and Vehicles"). Since 1987, developments in diesel engine technology have reduced industry particulate emissions by 90 percent, while nitrogen oxide emissions have been reduced by nearly 70 percent (Hem). The truck industry is working with the federal government to push emissions even lower. Today's diesel engines emit approximately 40 percent less carbon dioxide, which is tied to global warming, than their gasoline counterparts.