Case Problem 4.2 Greening Product Design

Hal Parker was not convinced that customers cared about green design. Sure, if it reduces their power consumption, they care, but using fewer resources to produce the product or using recycled raw materials to begin with? I think our efforts are wasted there.

But doesnt that save us money in the long run? commented Sasha Minolta, the finance director.

If were in business that long to reap the benefits, Hal retorted. A recession is not the time to go green.

Why are you fighting this? Alex Verera, the CEO, questioned. Just redesign us a sustainable product and be done with it!

Thats my point, Hal replied. Just change the product platform, the basic materials used, the tooling, the operating requirements, the power source, the supplier specs, the quality standards, the production runs, the warranties and take-back conditions, and toss in untested new technology with a product that wont have the feel and performance of the previous version all to say we are green, too. Lets make sure this is really what we want to do. I need some guidance here.

1. Do you think Hals concerns have merit?

2. How would you present the case that a green design will help the company in the future?

3. Should a company engage in green design if it is not required by law? Under what circumstances? Is a recession an appropriate time to go green?

4. As a consumer, do you select products for their sustainability? What types of products are you more likely to buy green?