International Sustainable Business: Hewlett-Packard - Case Study Example

International Sustainable Business Hewlett-Packard has been known to be the largest company in the world that focuses on the manufacturing and developing of a wide range of technological products, such as printers, storage devices, enterprise servers and computers, among others (Schwittay, 2009). For this study, the researcher would like to focus on how this company can further its environmental efforts towards cutting down on waste materials produced by the production of user manuals. Recent years has shown HP advocating the usage of recycled paper and paper products as their way of helping decrease the volume of solid waste on a global scale. For instance, in 1999, HP decided to ban the usage of paper that came from non-sustainable forest sources, while aiming to efficiently utilize raw materials for better usage, minimizing waste, sticking to low levels of carbon production, supporting sustainable forestry practices and cultivating environmental leadership and management (HP.com, 2009). The problem with printed user manuals is that large amounts of ink are needed in order to print them on top of the paper that is required. In fact, anyone who has ever seen a user manual produced by HP will remember the manual for their printed colourful graphics on high quality paper. Since most user manuals come in different languages, all of which are included in every product produced by HP, paper wastage is very evident. People who read manuals only need to understand one language, and the paper on which other languages are printed on turn out to be useless (Spolsky, 2000). The worst thing is, despite all the effort that companies put into producing their user manuals, which could range from a leaflet to thicker booklets, few people bother to read them thoroughly. In fact, 81 % of consumers do not even bother reading such information, since most consumers learn how to use electronic products by trial and error, and the products themselves are usually designed to be user friendly. In addition, the consumers do not realize that ignoring such user manuals, licenses, agreements and the like on printed paper also means that they waste their own money (Spriggs, 2009). In this context, the researcher feels that the production and the printing of perceived mandatory user manuals, are, after all, not mandatory. The inclusion of such items to go along with the consumer’s purchase of an electronic device may be an important factor, but there may be a way to provide a similar product feature that would be an environmentally-friendly alternative. It must also be mentioned that the process of printing any material, instruction manuals not being an exception produces about a quarter of paper wastage. The production of documents of any kind by any organization eats up around 1-3 % of the company’s total revenue which most people are not even aware of (Williamson, 2005). In addition, there is also the matter of ink-jet printing, which HP is well known for. The usage of ink-jet printing has proven to be so popular, that its disadvantages are very underrepresented. In a recent report released by the Print Professional, by Maggie De Wit, (2009), the pulp that is a component of inkjets, can produce serious consequences for the process of paper recycling. Therefore, such paper printed this way has been deemed as unrecyclable. This means that despite HP’s efforts to recycle paper material as much as possible, their own products cannot be recycled that easily. Recently, companies have realized the vast amounts of paper wastage that goes to the production of user manuals, most of which are never even touched. As a result, companies have resorted to creating software that comes with the product, in the form of a compact disc, or CD. Such an effort has been known to cut down production costs of printed user manuals by at least 60 percent (Resende, 2009). However, despite such advantages, the production of a compact disc itself, and its own packaging also costs money and affects the environment negatively in some way. Since compact discs are made of plastic, the environment would still benefit even more if the production of such products are avoided as much as possible. An alternative to printed user manuals, and even the need to produce CDs that contain all the instructions, may be overcome by digitally produced information instead. Since the Internet is an invention that has been very much ingrained into everybody’s lifestyles, either for business, entertainment, or simply communication, the web can be utilized as a tool for delivering the information needed by the customer. The researcher would like to suggest the usage of unique bar code numbers that are noted by HP, which can be used to obtain information about the product online. In 2008, it was reported that 38 million of UK residents have access to the internet and successfully log online. Such a large figure is equivalent to 62.6 % of the population, and what with the popularity of social networking websites among other products and services taking over and being offered by the Internet, it is only a matter of time before this percentage increases (Business Wire, 2008). In fact, it has been predicted that by the year 2012, 70 percent of the population would have already logged online and will still continue to do so. According to eMarketer (2008), individuals who are currently residing in the UK have started to use the Internet for a variety of uses. These include shopping and keeping up to date with the latest in news, of the social and political kind, among others. With such high figures, it makes sense to post information on HP’s website instead of printing manuals and wasting paper, ink, time, effort and money. In addition, the company can further its efforts instead into providing an online technology support system, which may be less time consuming than the sourcing and production of printing material. Such an idea can be extremely beneficial for the UK population since its residents are the least likely to recycle their rubbish. This is followed by Greece and Portugal (BBCNews.com, 2006). As a result, it makes sense to target one of the factors responsible for the over accumulation of waste. One of this is paper, and even though stopping the production and printing of user manuals is a small start, over time, the effects can be monumental, and could help to sustain the company’s plan to support sustainable forestry practices. Taking a small step by eliminating the need for overproduction of unnecessary materials is a small step towards the company being able to exhibit corporate social responsibility. As for the marketing process, it is inevitable that some consumers who do read the user manual may not appreciate this new idea. The researcher would like to suggest an option then for customers to choose whether they prefer the traditional packaging method of HP that includes the user manual, or whether they prefer the cheaper alternative of doing without these unnecessary items. This can also serve as a way for HP to conduct a survey, where they would be able to see whether consumers would prefer to save the environment once they know their money is also being saved, or whether they still prefer the quality of their desired product without showing much concern over the price. The press received by companies for exhibiting acts of corporate social responsibility gives the company a positive identity towards the public, thereby giving the company a competitive edge. To illustrate this fact, a survey performed by the Fleishman-Hillard Research group, showed that 35 percent of the people interviewed, preferred that a company be socially responsible in order for them to be loyal patronisers of a brand. Naturally, it appeared that criteria such as price, quality and familiarity with the brand, were still important for the consumers. Other studies, on the other hand, have shown that a company’s philanthropic programs and employee support have led to positive results for the company’s overall performance level (Kotler & Lee, 2004). Profits considerably increase if the people are aware of the beneficial programs done by a company. The greater achievements a company is able to acquire through showing corporate social responsibility, the better its reputation will be because the consumer is easily attracted to the company’s positive identity (Hart, 1997). Such a positive image for the company ultimately leads to prestige attached to the company’s name. In order to efficiently and effectively protect the environment, the researcher believes that small steps, no matter how small, all have a part to play in helping the earth retain its natural resources before it’s too late. Since HP is a global company, and is one that supplies technology devices to numerous locations all around the world (Anders, 2003), an adjustment such as the elimination of printed user manuals can really help the environment on a global scale. References Anders, G. (2003) Perfect Enough: Carly Fiorina and the reinvention of Hewlett-Packard, New York Penguin. BBCNews.com (2006) Bugged bins to promote recycling. [Online] (Updated 27 August 2006) Available at: http://news.bbc.co.uk/1/hi/uk/5291222.stm [Accessed 5 June 2009]. Business Wire (2008) Research and markets: UK Internet users and usage update estimates that 1.3 million UK residents have come online since 2007. [Online] (Updated 4 December 2008) Available at: http://www.digital50.com/news/42891 [Accessed 5 June 2009]. Chadwick, P. (2009) Clean up your act. Printweek, p. 13. De Witt, M. (2009) An industry-wide headache. Print Professional, 47 (2), p. 30. eMarketer (2008) UK internet usage continues to rise. [Online] (Updated 31 October 2008) Available at: http://www.iabuk.net/en/1/internetusage311008.mxs [Accessed 5 June 2009]. Hart, S. (1997) Beyond greening: Strategies for a sustainable world, Harvard Business Review, January/February 1997:, pp. 67-76. HP.com (2009) Using recycled paper. [Online] (Updated 2009) Available at: http://www.hp.com/hpinfo/globalcitizenship/environment/operations/usingrecycled.html. [Accessed 5 June 2009] Kotler, P. & Lee, N. (2004) Corporate social responsibility: Doing the most good for your company and your cause. 1st Edition, Wiley. Resende, P. (2009) Sony Ericsson goes green with new mobile phones. [Online] (Updated 4 June 2009) Available at: http://www.newsfactor.com/story.xhtml?story_id=0100014UZ12W&page=1 [Accessed 6 June 2009]. Schwittay, A. (2009) Taking Prahalad high-tech: The emergence and evolution of global corporate citizenship in the IT industry. The Journal of Corporate Citizenship, 33, p. 97. Spolsky, J. (2000) Designing for People Who Have Better Things To Do With Their Lives. [Online] (Update 26 April 2009) Available at: http://www.joelonsoftware.com/uibook/chapters/fog0000000062.html [Accessed 5 June 2009]. Williamsin, D. (2005) A quarter of printer output goes to waste. Western Mail. Cardiff, UK., p. 8. Read More