Ecomagination: Driving Sustainable Growth for GE

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Case Details:

Case Code : BSTR387
Case Length : 20 Pages
Period : 2005-2010
Pub Date : 2011
Teaching Note : Available
Organization : General Electric Company
Industry : Diversified
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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Green Can Be Green! Contd...

According to Steve M. Fludder (Fludder), vice president, Ecomagination, "We have grown Ecomagination revenue and research and development every year, even in challenging economic times. Given our success, we are committing to do more. The vision of a cleaner, affordable, secure, and globally accessible energy infrastructure inspires and motivates us."4

Established in 1892, GE is a diversified conglomerate with products and services ranging from aircraft engines and power generation to business and consumer financial services, healthcare, and television programming. Started in 2005, Ecomagination embodied GE's commitment to building innovative clean energy technologies and meeting customers' demands for more energy-efficient products and bringing reliable growth for the company.

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The main objectives of this green initiative were to reduce greenhouse gas (GHG) emissions, increase energy efficiency of GE operations, improve water use, double the investment in R&D for cleaner technologies, and keep the public informed about its Ecomagination efforts.

Through Ecomagination, GE developed products and services with lower environmental impact, such as energy-efficient engines, appliances, locomotives, and wind turbines. According to some analysts, Ecomagination was a business opportunity for GE to increase revenues by introducing energy-efficient products to customers...

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4] Ibid.

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