個案資料
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Ford Motor Company: New Shades of Green Through Soy Foam
內容大綱
Ford Motor Co. develops and commercializes a green technology that replaces a traditional and scarce resource with an abundant bio-material. The pilot project becomes hugely successful, and, within the company, the idea of expanding the use of bio-material gains considerable momentum, but implementation and customer acceptance prove to be a challenge. Two members from the company’s research and engineering division work together to overcome these obstacles and move the company toward a vision of sustainability that involves more than just fuel economy and cost reduction.
學習目標
<ul><li>Understand how companies can focus on the hidden side of sustainability — that is, the side that is not dictated by regulations or current customer demands.</li><li>Appreciate the nuances in managing the changes required in implementing sustainability ideas.</li><li>Describe what internal change agents or environmental intrapreneurs can do to sell their initial idea, gain momentum for implementation, and leverage early wins to amplify the reach of the project.</li></ul>