Case study: Dell – a proactive approach to environmental responsibility 1/
Although Dell has paid for meeting its ethical and environmental responsibilities, in fact it has also gained significant benefits. Firstly, Dell has been a well-managed company that understands its impact on the communities in which it operates. It is the fact that businesses do not exist in isolation; they provide goods and services to people and make use of materials and labour supplied by people. Companies need to gain goodwill and society’s permission to operate within the communities where they conduct their business. And Dell is not an exception. Dell has concerns and responsibilities to all of its stakeholders including employees, investors, customers, suppliers the local community and the society as well as the government. With all of Dell’s awareness, sensitivity, honesty, consultation and openness, Dell get insights into ensuring that organization’s systems are instructed on what is and what is not considered environmental sustainability and responsibility. Dell’s vision is to create a company culture where environmental excellence is second nature. Dell operates its facilities in a way that minimizes harmful impacts on the environment. It also places a high priority on reducing waste, recycling and reuse programmes and pollution prevention. The company has environmental programmes to conserve product energy consumption, designs products in a way that avoids environmentally sensitive materials, prolongs product life span and promotes dematerialization. It also provides effective and convenient equipment recovery solutions. Besides, Dell uses Environmental Management System to establish goals, implement programmes, monitor technology and environmental management practices, evaluate progress, and continually improve environmental performance. There are many recycling and donating campaigns and programs in the business as well as among its customers to decrease the environmental impact of old computers. In addition, its environmental impact is measured by environmental audit. Through its great effort, Dell has succeeded in building a good image in stakeholders’ mind. Secondly, Dell has improved working conditions and higher motivation among employees through a variety of programmes. Dell not only fulfills its obligation by adhering to laws regulating wages, hours and working conditions but also takes practical actions. The company provides highly effective staff training programmes, which encourages the employees’ development and helps Dell achieve high levels of staff retention. There is no discrimination in recruitment. It has a proven track record of employing people with disabilities, receiving an O2 Ability Award in 2005. Furthermore, its diversity programmes ensures a barrier-free work place. Dell also encourages a culture of environmental responsibility among employees and management. All of Dell’s policies and programs make its employees feel that they are highly appreciated, respected and concerned. And they might feel that their work not only contributes to the economy but also the society and environment. Thirdly, Dell’s strategies in meeting ethical and environmental responsibility help to meet expectations of “Green” customers. As the brave new world of high-tech deals with the natural resources scarcity, stakeholders including customers, shareholders, employees, interest groups, communities, and governments all focus on energy-saving products. Customers, therefore, not only pay attention to their own interests from using computers but they also want to play some roles in protecting the environment. Based on these trends, Dell has applied environmental policies to achieve its mission. Dell designs products with a focus on safe operation, extending product life span, reducing energy consumption, avoiding environmentally sensitive materials, promoting dematerialization, and using parts that can be recycled. As a result, Dell can...
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