Enhancing Sustainability And CSR Awareness Through Green IT Strategy: The Case Of BluGlass Limited

Stakeholder theory value and firm performance Business ethics,

An essay on expanding research directions to keep up with the times.

Sustainable development strategy and product responsibility.

A reference model for green and sustainable software and its engineering.

ICT impact on competitiveness, innovation and environment.

Business models for sustainable innovation: state-of-the-art and steps towards a research agenda.

Information systems and environmentally sustainable development: energy informatics and new directions for the IS community.

Importance of green IT strategy and technological implications

Environmental awareness has increased in recent times with increasing impact on the climate. Green Information Technology and Sustainability awareness have been increasing considerably in recent times. The scope of this analysis focuses on enhancing and improving awareness relative to CSR (Corporate Social Responsibility) and sustainability norms. Information technology and information systems have an integral role to play in businesses hence their impact becomes critical to evaluate. Understanding technological waste and recycling might have immense impact on the environment. This particular analysis concerns BluGlass Limited is an Australian based clean technology company, is analysed here.    

The project will need to accomplish the following aims and objectives.

• Project Aim 1:To understand the scope of green strategy applied in BluGlass Ltd
• Project Aim 2:To apply Teece model for analysis related to BluGlass Ltd
• Project Aim 3:To analyse sustainability aspects of BluGlass Ltd related to ICT

Importance of green IT strategy and technological implications has emerged in recent times. BluGlass Ltd in Australia produces and commercializes various environmental friendly devises such as semiconductor technology and vapor deposition (RPCVD). A model is applied in order to arrive at the suitable strategy that can allow the company to adopt a suitable ICT strategy.

In order to progress in the current domain of Green It strategy relative to the Company, literature review is necessary to undertake. In order to conduct the study, some of the following literature sources have been taken into consideration. The source and journals, the study has obtained relevant links and documents have also been encompassed in the table below.    

Environmental considerations have been increasing immensely in recent years. With every operation and output of the Company being concerned with evaluating their company’s environmental aspects, considerations related to ICT has often being ignored. Internet and Communication Technology (ICT) is known to generate 12% of carbon footprints of the environment. The concept of Green IT is related to cutting down on costs and saving the environment. Within globalized business environment, companies and their stakeholders need to accommodate corporate social responsibility and ethics for extending their brand image. They need to answer more complicated questions to consumer demands over and above their merchandise and amenities. Sustainability allows businesses not only to expand their brand value rather distinguishing themselves in the market from their competitors. Business brand sustainability is generated by integrating sustainability into business strategy. Stakeholders of the business should hence gather all possible data such that the successful implementation of sustainability strategy can be done. Positive aspects of integrating features of sustainability include various positive aspects on the brand reputation, financial, human resources, shareholders as well as environmental issues. Not being able to accommodate features of sustainability can generate substantial threats for the business leading to increased costs and in turn failure.

BluGlass Limited: Australian-based clean technology company

Contemporary businesses are listing green IT as a top business priority, to reduce carbon footprints from the same. Greener IT strategies will help companies attract suitable consumers, deriving higher brand value and gaining favour from governmental regulations.      

BluGlass Ltd being an Australian clean technology based company is into manufacturing several semiconductor technological devise. It also manufactures several environmentally sustainable power electronics and solar cells. The Company had been awarded Australian Cleantech Award. all products and processes within the Company is focused onto generating technologies that can save cost and bring about tremendous positive impact on the environment at lower cost and methods of manufacturing. It aims at devising products that can bring about tremendous impact on environmental sustainability for the future. The Company and its CEO is focused on the fact that innovative technologies can bring about tremendous positive impact on the environment. The Company was founded in the year 2005 and is a member of the ASX. It holds patent key in a number of semiconductor technology in the worlds. The Company was established as a result of 15 years of continued research at Sydney’s Macquarie University. Though the Company manufactures LEDs, power electronics and concentrated solar cells but in doing so it creates immense ICT impacts. It can bring about tremendous impacts in the domain of ICT sustainability with its bent towards innovative efforts.   

Several models have been built to provide companies with relevant frameworks into developing a suitable strategy for Green IT. Porter’s Model is focussed on CSR being able to bring tremendous social progress to the Company. The model of Porter and Kramer is bent on generating shared value for the company by means of operating policies. Another prominent model to apply Green IT strategy is referred to as the Teece’s Model, which is based on sensing market and technological opportunities by mobilizing requisite resources. The model focuses on researching and developing new technologies such as Green technologies and applying them on stakeholder groups. The model aims at evaluating customer’s reaction towards new technology, then checking appropriate suppliers for complementary innovation development and finally targeting markets for customer awareness.       

BluGlass Ltd in order to apply new technologies has to evaluate its business infrastructure. Once the company is able to identify that customers want a product which is completely sourced from sustainable sources, then appropriate business models using tools and techniques can be devised. Enterprise boundaries for the purpose of managing and controlling performance have to be ascertained. Meaning CPU, Auto Shut down, Devices along with other IT tools has to be evaluated such that a decision protocol can be ascertained. The current business protocol will be based on transferring all prospect of the current ICT into sustainable aspects. The current business will aim at generating power for all its ICT through solar panels and will also accommodate other innovative technologies for the same. Once an innovative framework has been developed and set then loyalty and commitment for stakeholder group can be built for continued commitment.      

Models for developing suitable green IT strategies

The Company discussed within the current scope of analysis reveals gaps that can be applied for accommodating better Green IT strategy. Literature review from pertinent articles reveals that, in case the company is able to apply strategies relevant to Teece model then it will be able to derive sustainability for the entire organization. All its products and processes will be oriented towards sustainability efforts. The model through sustainability will allow the Company to generate and apply green IT strategy though its stakeholder groups as well. The Company will be able to integrate Knowledge Management along with Governance. The newly adopted model in Green IT will allow saving non-sustainable usage of ICT, in regards to time wastes and all other aspects of wastes. Moreover, a critical path for the performance can be generated easily. The Company will design tools and techniques that will allow reducing electricity wastage such that greater impacts can be generated. Strategies will aim at reducing all relevant wastages and impacts drawn on the environment relative to ICT.   

The study has aimed at accomplishing several perspectives however their remains certain limitations for the study. One of the major limitations that are faced in the current study pertains to evaluating the Company’s scope from Teece model point of view only. Other models or frameworks for evaluation has not been accommodate for this purpose. Hence the study has been developed from a single aspect only. Moreover the study has been evaluated from a single company’s point of view and excluded scope related to any to her company, hence recommendations developed can be applied across to these companies only.      

BuGlass Ltd has developed a perspective to already accommodate Green IT strategy, now in its future perspectives it need to continuously keep stakeholders aligned to their goals. A continuous evaluation of project goals and discussing the same with varied stakeholder group to accommodate for any new policy or regulation changes will allow the Company to adhere to Green IT in a more effective manner. Therefore, revisiting its IT strategy with shareholders, primarily suppliers will allow the Company to become more sustainable in the future.    

The Company will devise several endeavours in order that it is able to arrive at an appropriate Green IT strategy for the Company. The project in order that ICT is implemented in an appropriate manner, will need to accommodate the following recommendations.  

• Bring Stakeholder Awareness:The Company is directed towards CSR norms and goals. With focus towards application of Green IT strategy, the Company will successfully be able to accomplish overall CSR and sustainability goals. In order to do so it needs all its stakeholders to be aware of its policies and procedures in regards to Green IT procedure. Application across its stakeholders relative to Green IT will help the Company arrive at sustainability for the Company.
• Evaluation and Monitoring: Goals and objectives implemented have to be con tenuously evaluated and monitored. Such evaluation and monitoring will allow focusing on such objectives and not getting diverted away from it.  
• Accommodating Metrics:A Key Performance Indicator (KPI) score will need to be implemented across stakeholder board. Adopting KPI metrics will allow accomplishing objectives related to green IT strategy in a better manner.  
• Reviewing Goals:Goals for the organization need to be frequently in related to current objectives. As there might be changes brought about in regulations and processes brought about. 
  

Conclusion

Analyzing carbon footprints for effective Green IT strategy

Analysing carbon footprints arising from ICT provides relevant inputs into Green IT strategy which companies need to accommodate. Most companies ignore carbon emissions arising from ICT as mostly stakeholders from the company are not aware regarding them. Emergence of pollution concept that can arise from ICT needs to be evaluated appropriately and taken into considerations for further adopting any changes. Accomplishing awareness raising regarding the same will allow to incorporate strategies that can provide suitable ways and methods which can provide a new form of ICT functioning. Meaning new technology for creating ICT parts and power  technology from sustainable sources will provide greater benefits for companies and environment as well. ISO need to devise suitable recommendations that companies can adopt such that they can strive towards a sustainable future.       

The Journey: Green IT sustainability assignment has provided with immense transfer of knowledge. The topic being emerging one there is very few literatures and sources that can reflect suitable information pertaining to the topic. Therefore, there had to be time spent on researching and arriving at conclusion relative to articles that can contribute to the study. The journey had for making the report had been very thrilling at the same time lot of hard work went into it. I had to refer to class notes and then look up similar matter on the internet as well as in library journals at the library. The assignment imposed significant challenges as it was difficult to comprehend the entire findings into one single scope. Moreover, to ascertain on a particular company was rather difficult. This new topic had to be first understood and then only relevant findings could be made in regards to the same. 

Challenges: Challenges with respect to the project had been primarily connected to assimilating the entire topic and arriving at its findings. Initially I was extremely confused as to what type of journals and how many journals needed to be searched for the topic. Only after several days of the same, I understood that in order to complete this assignment, I had to start writing efforts and then correcting it subsequently to complete it. Another challenge was in ascertaining the Company’s challenge, as not much material was available across the internet or company y links related to the same. 

Overcoming Challenges: I took continuous feedback and assessment regarding my self-progress in the assignment. I mainly overcome challenge with respect to the assignment by means of continuously working on the project. I had put in continuous efforts to complete the project on time. Only through hard work and determination, I was able to complete the project on time. 

The need for sustainability and CSR awareness

Learning from Theories, Skills and Self:  This project has provided with learning in new theories, skills in research writing and end notes. I was not clear regarding Porter’s theory or Teece model, through this analysis; I was able to understand details of these models. Moreover, I feel I have been able to successfully develop my skills related to research writing that was not present earlier. By undertaking research related to companies and theory application, I was successfully able to develop this skill of mine. Moreover, with regards to end notes, I had not been able to use it till date. But due to the requirement in this project, I had to read several citations and referencing styles, go through videos in order to develop this skill of mine. Therefore, I can say that huge transfer of learning has taken place from undertaking this study.

References

 Harrison, Jeffrey S., and Andrew C. Wicks. “Stakeholder theory, value, and firm performance.” Business ethics quarterly 23, no. 1, 2013: 97-124.

 Kohli, Rajiv, and Varun Grover. “Business value of IT: An essay on expanding research directions to keep up with the times.” Journal of the association for information systems 9, no. 1, 2008: 23.

 Van Beurden, Pieter, and Tobias Gössling. “The worth of values–a literature review on the relation between corporate social and financial performance.” Journal of business ethics 82, no. 2, 2008: 407.

 Kralj, D. A. V. O. R. I. N., and M. I. R. K. O. Markic. “Sustainable development strategy and product responsibility.” WSEAS Transactions on Environment and Development 4, no. 2, 2008: 109-118.

 Banister, David. “The sustainable mobility paradigm.” Transport policy 15, no. 2, 2008: 73-80.

 Guoyou, Qi, Zeng Saixing, Tam Chiming, Yin Haitao, and Zou Hailiang. “Stakeholders' influences on corporate green innovation strategy: a case study of manufacturing firms in China.” Corporate Social Responsibility and Environmental Management 20, no. 1, 2013: 1-14.

 Crane, Andrew, Guido Palazzo, Laura J. Spence, and Dirk Matten. “Contesting the value of “creating shared value.” California management review 56, no. 2, 2014: 130-153.

 Hilty, Lorenz, Wolfgang Lohmann, and Elaine Huang. “Sustainability and ICT—an overview of the field." .” Politeia 27, no. 104, 2011: 13-28.

 Naumann, Stefan, Markus Dick, Eva Kern, and Timo Johann. “The greensoft model: A reference model for green and sustainable software and its engineering.” Sustainable Computing: Informatics and Systems 1, no. 4 , 2011: 294-304.

 Porter, Michael E., Greg Hills, Marc Pfitzer, Sonja Patscheke, and Elizabeth Hawkins. “Measuring shared value: How to unlock value by linking social and business results.” 2011.

 Ollo-López, Andrea, and M. Elena Aramendía-Muneta. “ICT impact on competitiveness, innovation and environment.” Telematics and Informatics 29, no. 2, 2012: 204-210.

 Smith, Alan D. “Growth of corporate social responsibility as a sustainable business strategy in difficult financial times.” International Journal of Sustainable Economy 2, no. 1 , 2009: 59-79.

 Chow, Wing S., and Lai Sheung Chan. “Social network, social trust and shared goals in organizational knowledge sharing.” Information & management 45, no. 7, 2008: 458-465.

 Epstein, Marc J., and Adriana Rejc Buhovac. Making sustainability work: Best practices in managing and measuring corporate social, environmental, and economic impacts. Berrett-Koehler Publishers, 2014.

 Golovatchev, Julius, Oliver Budde, and Daniel Kellmereit. “Technology and Innovation radars: effective Instruments for the development of a sustainable innovation strategy and successful product launches.” International Journal of Innovation and Technology Management 7, no. 03, 2010: 229-236.

 Boons, Frank, and Florian Lüdeke-Freund. “Business models for sustainable innovation: state-of-the-art and steps towards a research agenda.” Journal of Cleaner Production 45, 2013: 9-19.

 Watson, Richard T., Marie-Claude Boudreau, and Adela J. Chen. “Information systems and environmentally sustainable development: energy informatics and new directions for the IS community.” MIS quarterly, 2010: 23-38.

 Kramers, Anna, Mattias Höjer, Nina Lövehagen, and Josefin Wangel. “Smart sustainable cities–Exploring ICT solutions for reduced energy use in cities.” Environmental modelling & software 56, 2014: 52-62.

 Koller, Tim, Marc Goedhart, and David Wessels. Valuation: measuring and managing the value of companies. Vol. 499. john Wiley and sons, 2010.

 Melville, Nigel P. “Information systems innovation for environmental sustainability.” MIS quarterly 34, no. 1 , 2010: 1-21.

 Richard, Pierre J., Timothy M. Devinney, George S. Yip, and Gerry Johnson. “Measuring organizational performance: Towards methodological best practice.” Journal of management 35, no. 3 , 2009: 718-804.

 Williams, Eric. “Environmental effects of information and communications technologies.” Nature 479, no. 7373 , 2011: 354.