Office Depot Leads in Green
Analysis of Case 2-5 Office Depot Leads in Green
Abstract
The Hawkins and Mothersbaugh’s Office Depot case study outlines the three core areas and 10 key guiding principles for its environmental stewardship (2010, pp. 269-270). This paper will summarize Office Depot’s accomplishments to date and determine whether or not consumers are generally aware of these accomplishments. I will also consider whether or not the audit in 2004 performed by PricewaterhouseCooper had an effect on my evaluation of Office Depot’s environmental efforts. Lastly, this paper will present specific consumer values that tap into environmental stewardship to increase the “bottom line,” as well as give an example on how to promote this concept with a targeted market. I believe that Office Depot, at present, is not promoting locally its environmental vision statement, nor advertising in effective manner all its accomplishments over the past few years in sustainable products. Where is the disconnect?
Analysis of Case 2-5 Office Depot Leads in Green
Office Depot is a leader in selling all types of products for business and home offices. In 2004, its annual report listed an Environmental Stewardship Report that was audited by PricewaterhouseCoopers, LLP, a third-party firm. This report was the first independently verified report on environmental performance in this industry. Office Depot is now leading the industry and has formed an environmental paper procurement policy and Vision Statement that is the basis for the company’s ongoing efforts and benchmarking on its achievements in sustainability. However, are consumers fully aware of its policies? If consumers were aware, would it make a difference on where they would shop for office supplies? How can Office Depot target environmental advocates in specific organizations?
Discussion
Environmental Stewardship Office Depot was one of the first chain stores of its kind to offer transparency of its green goals. The
Abstract
The Hawkins and Mothersbaugh’s Office Depot case study outlines the three core areas and 10 key guiding principles for its environmental stewardship (2010, pp. 269-270). This paper will summarize Office Depot’s accomplishments to date and determine whether or not consumers are generally aware of these accomplishments. I will also consider whether or not the audit in 2004 performed by PricewaterhouseCooper had an effect on my evaluation of Office Depot’s environmental efforts. Lastly, this paper will present specific consumer values that tap into environmental stewardship to increase the “bottom line,” as well as give an example on how to promote this concept with a targeted market. I believe that Office Depot, at present, is not promoting locally its environmental vision statement, nor advertising in effective manner all its accomplishments over the past few years in sustainable products. Where is the disconnect?
Analysis of Case 2-5 Office Depot Leads in Green
Office Depot is a leader in selling all types of products for business and home offices. In 2004, its annual report listed an Environmental Stewardship Report that was audited by PricewaterhouseCoopers, LLP, a third-party firm. This report was the first independently verified report on environmental performance in this industry. Office Depot is now leading the industry and has formed an environmental paper procurement policy and Vision Statement that is the basis for the company’s ongoing efforts and benchmarking on its achievements in sustainability. However, are consumers fully aware of its policies? If consumers were aware, would it make a difference on where they would shop for office supplies? How can Office Depot target environmental advocates in specific organizations?
Discussion
Environmental Stewardship Office Depot was one of the first chain stores of its kind to offer transparency of its green goals. The
References: Armano, David. (November 3, 2006). 12 Consumer Values for Your Wall. Retrieved from MarketingProfs: http://www.mpdailyfix.com/12-consumer-values-for-your-wall/. Green Retail Decisions. (October 21, 2010). Office Depot and Staples Top Ranked U.S. Green Retailers. Retrieved from: http://www.greenretaildecisions.com/news/2010/10/21/office-depot-and-staples-top-ranked-us-green-retailers. Hawkins, Del I. and David L. Mothersbaugh. (2010). Consumer Behavior: Building Marketing Strategy. New York, NY: McGraw-Hill/Irwin. Office Depot. (2013). Company Information: Environmental Stewardship. Retrieved from: http://www.community.officedepot.com/environment.asp and www.officedepot.com.