Question: It's like a junkyard for abandoned electronics. But for John S. Shegerian, CEO of Electronic Recyclers International (ERI), the heaps of TVs, computers, monitors, keyboards,

It's like a junkyard for abandoned electronics. But for John S. Shegerian, CEO of Electronic Recyclers International (ERI), the heaps of TVs, computers, monitors, keyboards, speakers, and cell phones collecting in his Fresno, California, recycling center represent a chance to do well by doing good. Shegerian bought the struggling firm-then known as Computer Recyclers of America-in 2002, changed its name to Electronic Recyclers International, and transformed it into the state's leading recycling operation dedicated to the responsible dismantling of consumer electronics. Through his business, Shegerian has found a way to help people and the environment.

1. How do each of the five components of the marketing environment come into play for ERI?
2. The ERI case illustrates how a business can generate profit while operating in a way that benefits society. What kinds of alliances could a company like ERI form to widen its impact in the consumer electronics industry?

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