Empowering the Bottom of the Pyramid via Product Stewardship (Tetra Pak)
Renato Orsato, Fernando Von Zuben, Luk Van Wassenhove
Last year covered in case
The Tetra Pak aseptic packaging is made of paper, polyethylene and aluminium, which makes recycling difficult. Nonetheless, recycling rates increased from 12% in 2000 to 25% in 2005. Such performance was obtained without any regulations. The product stewardship policy of Tetra Pak made possible the formation of unique entrepreneurial networks. By applying the case, teachers are able to explore: (1) how corporations can minimise the costs of regulations based on extended producer responsibility; (2) the necessary conditions to establish a reverse logistics system for post-consumptive packaging; (3) how product stewardship can influence corporate reputation; (4) how corporate strategies can be used for poverty alleviation; and (5) how environment-driven strategies can generate new management capabilities.
Key Management Reading
- Ambec, S. & Lanoie, P. (2008). Does it pay to be green? A systematic overview. Academy of Management Perspectives. 45-62
- Reinhardt, F. (1999). Bringing the Environment Down to Earth. Harvard Business Review. July; 149-157
- Wilson M, Schwarzman M, Malloy T, Fanning E, Sinsheimer P. (2008) Green Chemistry: Cornerstone to a Sustainable California. Special Report to the California Environmental Protection Agency. University of California Centers for Occupational and Environmental Health
- Poliakoff, M., & Anastas, P. (2001). A principled stance. Nature, 413(6853), 257.
- Hjeresen, D.L., Kirchoff, M.M., Lankley, R.L. (2002) Green Chemistry: Environment, economics and competitiveness. Corporate Environmental Strategy, 9(3). 259-266
- Manley, Anastas, Cue. (2008) Frontiers in Green Chemistry: meeting the grand challenges for sustainability in R&D and manufacturing. Journal of cleaner production. 16:743-750
- Larson, A. (2006) Illustrating the Financial Benefits of Green Chemistry. Darden Business Publishing. Case #: UVA-ENT-0076
- IN4GC Intro to Green chemistry Power point (posted in multimedia section)
- Martin Poliakoff on green chemistry (also posted in multimedia section)
- Which principles of green chemistry are used in the case?
- How do the principles of green chemistry translate into business benefits?
Green Chemistry Principle
- Principle 1 Prevention
Community Development/Economic development
Technological change and development
Business, government and society
Managing Environmental Risks
Relationships with External Stakeholders
Self Identified as Green Chemistry?