Abstract

GE took an environment friendly initiative, Ecomagination, to make its businesses sustainable. GE realized that the initiative would bring in long-term dividends and help the company generate revenues from new businesses. GE undertook a number of campaigns to promote this initiative among its employees and consumers.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How the support of the top management adds credibility to a marketing campaign promoting pro-sustainable messages
• Stakeholder perceptions while receiving information related to environment friendly measures undertaken by a company
• and The difficulties in comm.

Keywords

General Electric (GE), Jeff Immelt, Kyoto treaty, Ecomagination, Natural Innovation, Financial Times, Internal marketing, Sustainable development, Greenhouse gas emissions and Reputation tracker