HomeResearch & Knowledgeback to HomeSustainabilityback to Research & KnowledgeLowering CO2 emissions from products: Sony’s eco-innovation for televisionsback to Sustainability

Case Study

Lowering CO2 emissions from products: Sony’s eco-innovation for televisions

By Corey A. Billington, Tania Braga and Aileen Ionescu-Somers

9 pages

December 2009

Order this case study

Reference: IMD-2-0154

The case demonstrates the potential companies have to drive innovation in order to reach ambitious CO2 reduction targets. It documents Sony’s efforts under WWF International’s Climate Savers initiative. Climate Savers is a platform to transform business and industry into pioneers on climate and energy solutions. To reduce CO2 emitted in the use of its products, Sony started to focus on improving the energy efficiency of televisions. By combining sophisticated technological improvements with simple features that make it easy for customers to save energy, Sony achieved a sustained reduction in the carbon footprint of its televisions. The case also provides a framework for discussions around Sony’s major challenge: reducing the total (absolute) emissions from product use under market growth.

Learning Objective

1) Deliver strong arguments that ambitious CO2 reduction targets trigger innovation and are therefore good for business development and growth. 2) Inspire business leaders to adopt transformational change in product innovation. 3) Show how to create, develop and market climate friendly products.

Keywords

Climate Change, Energy Efficiency, Consumer Electronics, Product Innovation, Corporate Responsibility, Partnership, Carbon Footprint, Corporate Sustainability Management

Settings

World/global
Sony
2006-2009

Type

Field Research

Available Languages

English

Related material

Video

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Keep reading

Article

Digital sustainability: it pays to be a leader, not a laggard

Companies that excel in both digital and sustainable transformation attract a stock market premium, according to research. So, how do you tap into ...

Business Transformation Digital Sustainability

By Michael R. Wade and Evangelos Syrigos

Case Study

Should Unilever pivot from being purpose-led?

The case study delves into strategic transformation and leadership transitions at Unilever since 2009. Unilever has been an industry leader of busi...

Strategy Marketing Purpose Sustainability Diversity and Equity and Inclusion

By Goutam Challagalla and Samaja Penumaka

Article

CHANEL Mission 1.5°: A sustainability journey

A series of watershed events forced CHANEL out of its comfort zone, culminating in the launch of CHANEL Mission 1.5° in 2020. This strategy saw the...

Sustainability Luxury

By Stéphane J. G. Girod

in I by IMD

11 July 2024

Article

How the stories you tell can have a real impact

Creative industries have a key role to play in creating positive social change. Here are six key insights to help them achieve their goals.

Organizational Design Purpose Sustainability

Concerns over impact of new EU reporting rules on M&A - CSRD

The EU Corporate Sustainability Reporting Directive (CSRD) will impose comprehensive and standardized sustainability reporting responsibilities on ...

Sustainability Mergers and Acquisitions

By Richard Baldwin and Salvatore Cantale

in I by IMD

3 July 2024

Article

Women leading the way in sustainability: Shaping a greener future

In recent years, sustainable leadership has emerged as a powerful force reshaping corporate strategies worldwide. At its core, sustainable leadersh...

Sustainability Future Readiness Leadership

By Julia Katharina Binder

in The European Business Review

23 June 2024

Article

Sustainable design as economic growth [サステナブルデザインとは成長のことなの]

Sustainability Economics Growth

By Patrick Reinmoeller and Seiichiro Yonekura

in Hitotsubashi Business Review

Summer 2024, vol. 72, no. 1

Article

Digital sustainability: It pays to be a leader, not a laggard

Companies that excel in both digital and sustainable transformation attract a stock market premium, according to research by Michael Wade, Lazaros ...

Digital Sustainability Competitiveness

By Michael R. Wade, Lazaros Goutas and Evangelos Syrigos

in I by IMD Magazine

June 2024, no. 14, pp. 48-53

Article

Will activists bring the curtain down on corporate arts funding?

A rise in climate change protests against leading arts institutions spells trouble for the future of corporate sponsorship. Companies and cultural ...

Sustainability Finance

By Michael Skapinker

in I by IMD Magazine

June 2024, no. 14, pp. 33-35

Article

Moving away from conflict towards a clean-energy future

Confrontation between China and the West at this weekend’s G7 summit will slow climate change mitigation and impoverish everyone, warns IMD’s Julia...

Geopolitics Sustainability

By Julia Katharina Binder

in I by IMD

14 June 2024

Digital sustainability: it pays to be a leader, not a laggard

By Michael R. Wade and Evangelos Syrigos

Summary

Companies that excel in both digital and sustainable transformation attract a stock market premium, according to research. So, how do you tap into ...

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Business Transformation

Digital

Sustainability

Browse all topics

Should Unilever pivot from being purpose-led?

By Goutam Challagalla and Samaja Penumaka
Case reference: IMD-7-2578 ©2024

Summary

The case study delves into strategic transformation and leadership transitions at Unilever since 2009. Unilever has been an industry leader of business sustainability. Paul Polman was a pioneer who introduced the idea that, by addressing social and environmental problems, a company can unlock new growth opportunities. Polman launched a 10-year Sustainable Living Plan with three objectives: to enhance health and well-being, livelihoods and environmental sustainability. Alan Jope followed in Polman’s path and launched a novel plan for the new decade called The Unilever Compass, focused on sustainability. Unilever took a strategic turn during Jope’s tenure and asked the brands to use their products to solve social issues. He called this “purpose-led branding,” which confused investors. They believed social branding would take the company’s focus away from growth. Tensions were high at Unilever and resulted in a change in leadership. The company wants to focus on growth, which raises questions about the future of corporate sustainability at Unilever.

Reference IMD-7-2578

Organization Unilever

Industry Consumer Goods

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Strategy

Marketing

Purpose

Sustainability

Diversity and Equity and Inclusion

Browse all topics

How the stories you tell can have a real impact

By Avni Shah
in I by IMD 5 July 2024

Summary

Creative industries have a key role to play in creating positive social change. Here are six key insights to help them achieve their goals.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Organizational Design

Purpose

Sustainability

Browse all topics

Concerns over impact of new EU reporting rules on M&A - CSRD

By Richard Baldwin and Salvatore Cantale
in I by IMD 3 July 2024

Summary

The EU Corporate Sustainability Reporting Directive (CSRD) will impose comprehensive and standardized sustainability reporting responsibilities on ...

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Sustainability

Mergers and Acquisitions

Browse all topics

Digital sustainability: It pays to be a leader, not a laggard

By Michael R. Wade Lazaros Goutas and Evangelos Syrigos
in I by IMD Magazine June 2024, no. 14, pp. 48-53

Summary

Companies that excel in both digital and sustainable transformation attract a stock market premium, according to research by Michael Wade, Lazaros ...

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Digital

Sustainability

Competitiveness

Browse all topics