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Should the C-Suite Have a "Green" Seat? (HBR Case Study and Commentary)
內容大綱
If your firm is debating whether to hire a chief sustainability officer (CSO), you may be like fictional electronic components manufacturer Narinex. After losing another big contract to competitor Glistrom, an internal analysis of previous-versus-current RFPs has highlighted one clear area of concern: sustainability. Glistrom recently hired a CSO who has been very visible in promoting its green strategies, even though they don't differ much from Narinex's. With customers increasingly interested in the "greenness" of the products they buy, Narinex needs to change its approach. The executive team debates the questions of cost, brand image, and strategy, and tries to decide whether to handle the issues in-house with current resources, to bring in a consultant to investigate changes, or to hire a CSO. How do you think Narinex should resolve its dilemma? This fictional case was authored by Eric J. McNulty, who writes about sustainability, and Rupert Davis, who heads the sustainability practice at MontaRosa. Commentary is offered by Peter Graf, chief sustainability officer at SAP; Muhtar Kent, chairman and CEO of Coca-Cola; and HBR's readers. Two experts comment on this fictional case study in products R1012N and R1012Z.