Dell's Carbon Neutral Claim|Business Ethics|Case Study|Case Studies

Dell's Carbon Neutral Claim

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Case Details:

Case Code : BECG099
Case Length : 15 Pages
Period : 2007-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Dell Inc.
Industry : Computers, IT and ITeS
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"We will be the Greenest Technology Company on the Planet." 1

- Michael Dell, CEO, Dell Inc., in 2007.

"It's time for our industry to take a lead role in creating a clean energy future." 2

- Paul Bell, President, Dell Americas, in April 2008.

"Dell's success in meeting its carbon neutral goal in less than a year is impressive and should serve as a model for other U.S. companies to follow."3

- Mindy S. Lubber, President, CERES4, in August 2008.

"Dell's carbon neutral announcement could lead consumers to believe that buying a Dell computer means they're not contributing to climate change at all."5

- Bill Burtis, Spokesman, Clean Air-Cool Planet6, in December 2008.


Environmental sustainability was a major challenge faced by large corporations in the first decade of the 21st century.

To tackle this serious issue, many large companies initiated strategies that effectively tackled problems affecting the environment.

Emissions from the Information and Communications Technology (ICT) sector contained a considerable amount of total greenhouse gases generated worldwide that led to undesirable climate change.

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Dell's Carbon Neutral Claim - Next Page>>

1] "Climate Action: A Lifecycle Approach to Supply Chain Leadership,", December 5, 2007.
2] "Dell Global Headquarters Campus Going 100 Percent Green,", April 2, 2008.
3] "Dell Meets Carbon Neutral Goal Ahead of Schedule,", August 6, 2008
4] CERES, a Boston based-association of investors, environmental organizations, and other groups played a leading role in developing the Global Reporting Initiative, a standard for companies to report on environmental initiatives. Source: (Accessed on June 12, 2009).
5] "WSJ Slams Dell Over Carbon Neutral Claim,", December 31, 2008.
6] Clean Air-Cool Planet is a Boston-based not-for-profit organization which focuses on finding sustainable solutions to the issues that cause global warming. It encourages companies, community groups, and other institutions to adopt these sustainable solutions.
Source: (Accessed on June 19, 2009).


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