Green Management of HCL Technology & Ongc

GREEN MANAGEMENT OF HCL TECHNOLOGY & ONGC
Green Management Initiatives at Hcl Technology & ONGC

Submitted in partial fulfillment of the requirements
for the award of the degree of
Bachelor of Business Administration (BBA)
Semester-III (Paper Code-BBA 209)
To
GuruGobindSinghIndraprasthaUniversity, Delhi
Guide:
Submitted by
Name of Guide
Nameof Student:
Roll No.:
Batch:
Nurturing Excellence
Institute of Information Technology & Management,

New Delhi 110058
2012-13
Certificate
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I, Mr/Ms_______________________________, Roll No. ________________ certify
that the Minor Project Report/Dissertation (Paper Code BBA-209) entitled
________________________________ is completed by me by collecting the
material from the referenced sources. The matter embodied in this has
not been submitted earlier for the award of any degree or diploma to the
best of my knowledge and belief.
Signature of the Student
Date:
Certified that the Minor Project Report (Paper Code BBA-209) entitled
_________________ done by Mr/Ms__________________, Roll No. ___________, is
completed under my
guidance.
Signature of the Guide

Name of the Guide:
Designation:
Date
Countersigned
Director/Project Coordinator
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Table of Contents
CHAPTER NO-1............................................................................................................. 4
1)
Explain the concept of green management.................................................................4
CHAPTER NO-2........................................................................................................... 11
2)
Discuss the evolution of green management..............................................................11
CHAPTER NO-3........................................................................................................... 17
3)
Why green management is important in current scenario?..........................................17
CHAPTER NO-4........................................................................................................... 23
4)
Highlight the various Impediments in implementing green management........................23
CHAPTER NO-5.......................................................................................................... 25
5)
Bring forward the impact of green management on business.......................................25
CHAPTER NO-6.......................................................................................................... 32
6) Discuss the relationship between goal setting of an organization and its green management
initiatives................................................................................................................. 32
CHAPTER NO-7.......................................................................................................... 38
7)
compare and discuss about green management initiatives at HCl technologies and ONGC 38
HCL Technologies...................................................................................................... 38
Defining Green IT................................................................................................... 39
Data Centers are at the heart of Green IT.......................................................................39
Zooming in on the Virtualization buzz...........................................................................40
The holistic approach................................................................................................ 41
ONGC..................................................................................................................... 42
Conclusion................................................................................................................... 48
Reference.................................................................................................................... 50
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CHAPTER NO-1
1) Explain the concept of green management
A business functioning in a capacity where no negative impact is made on
the local or global
environment, the community, or the economy. A green
business will also engage in forward-thinking policies for environmental concerns and
policies affecting human rights.
Green
management is not a concept describing new business management style, according to
some experts in the subject. Green management describes the construction (the
construction process to be exact) of businesses. In other words, business management
styles focus on the recruiting of, the management of, and the utilization of competent and
talented employees to produce profits on behalf of the business. Green management, on
the
other
hand,
is
the
couture
method
of
producing
profits.
Green management is the new branding strategy for establishing a reputation for one self
in the dog-eat-dog world of businesses. The ONGC (Oil and Natural Gas Corporation) on
expertise, quality of customer service, and quality of the product service is no longer
enough. Businesses nowadays are downplaying the message of profit-hungry and
~4~

communicating the message of being environmentally conscious. In other words,
businesses are expressing through actions that not only being environmental friendly is
necessary, but also preserving the environment is paramount. It is a win-win situation
where businesses can grow and give back.
Hence, going green, in the long run, pays off through tax incentives and the values of
green management implementations.
The concept of green management consists of three components: green building, green
energy, and green waste. Considering the above, the purpose of this article is to explore
and understand green management.
In the modern era of globalization, it has become a challenge to keep the customers as
well as consumers in fold and even keep our natural environment safe and that is the
biggest need of the time. Environmental pollution is a buzz word in todays business
environment. Consumers are also aware of the environmental issues like; global warming
and the impact of environmental pollution. Green marketing is a phenomenon which has
developed particular important in the modern market and has emerged as an important
concept in India as in other parts of the developing and developed world, and is seen as
an important strategy of facilitating sustainable development. Indian brands have taken
on the green challenge by aligning themselves with a green cause, by introducing green
products, by taking steps to reduce energy consumption and reduce costs, and by
embracing green as a business imperative. This paper focuses on understanding the
alarming situation of the need of green marketing and organizations efforts in curbing it.
It also focuses on consumer perception and use of green products in the Indian scenario.
This paper also emphasizes on the present and future potential for green marketing. Data
has been collected from multiple sources of evidence to understand the importance of
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green and sustainability management, in addition to books, journals, websites and news
papers.
From the angle of corporate sector, green management definitely related to the
environmental policy establishment, which will enhance the corporate environment
performance through application of green technology activities over continues basis to
benefit
both
the
internal
as
well
as
external
stake
holders.
Green management measures such as certified environmental management systems

(EMS) or tools like life cycle assessment activities are considered to improve corporate
environmental performance directly by mandating companies to introduce environmental
goals and management structures as well as programs to achieve them.
Green management is not a concept describing new business management style,
according to some experts in the subject. Green management describes the construction
(the construction process to be exact) of businesses. In other words, business
management styles focus on the recruiting of, the management of, and the utilization of
competent and talented employees to produce profits on behalf of the business. Green
management, on the other hand, is the couture method of producing profits.
in the dog-eat-dog world of businesses. The reliance on expertise, quality of customer
service, and quality of the product service is no longer enough. Businesses nowadays are
downplaying the message of profit-hungry and communicating the message of being
environmentally conscious. In other words, businesses are expressing through actions that
not only being environmental friendly is necessary, but also preserving the environment
is paramount. It is a win-win situation where businesses can grow and give back.
Hence, going green, in the long run, pays off through tax incentives and the values of
~6~

green management implementations. The concept of green management consists of three
components: green building, green energy, and green waste.
The concept of green management is gaining attention in the academia. As such, research
and theoretical contributions have started to take shape in its literature establishment.
However, there exists a scarcity in academic literature concerning green management
from the perspective of practitioners. Such concerns are the ins-and-outs of green
management, and its purpose being to get to the triple-bottom-line. Green management is
not a concept describing new business management style. Green management describes
the construction (the construction process to be exact) of businesses. In other words,
business management styles focus on the recruiting of, the management of, and the
utilization of competent and talented employees to produce profits on behalf of the
business. Green management, on the other hand, is the couture method of producing
profits. Considering the above, the purpose of this article is to explore and understand
green management and the purpose of green management, and not the triple-bottom-line.
The analysis and understanding and the purpose of green management will be explored
through interviews with a licensed architect, the process of LEED certification (the
leading, most well known green management standard), and case studies of Google,
VMware, and Sony. As such, a detailed analysis of green management (what green
management is and what is not), and the history of LEED (the creation and the limitation)
will be covered. In so doing, this article will address two questions, based on the
perspective of the practitioners: First, what are the encouragements and incentives for
green management? Secondly, what are some of the concerns, confusions, and barriers to
green management? Furthermore, this article will discuss three examples of corporate
companies that have implemented green management practices.
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Environmental Positioning: Branding
in the dog-eatdog world of businesses. The reliance on expertise, quality of customer
service, and quality of the product service is no longer enough. Businesses nowadays are
downplaying the message of profit-hungry and communicating the message of being
environmentally conscious. In other words, businesses are expressing through actions that
not only being environmental friendly is necessary, but also preserving the environment
is paramount. It is a win-win situation where businesses can grow and give back. Hence,
going green, in the long run, pays off through tax incentives and the values of green
management implementations. In other words, when it comes to branding going green, it
is to practitioners a story for public relations machines; it is a story that communicates to
three paramount audiences. The first is their potential clients. Clients nowadays are
specifically hunting for and paying extra for the price of green commercial buildings. The
second is their potential consumers. Consumers (society at large and business clients) are
specifically favoring businesses that are green, or going green, because it gives them the
satisfaction of interacting with companies they perceive to be noble in helping the
environment. The third is their potential skills-andknowledge based participants. Skillsand-knowledge based participants are the practitioners bread-andbutter; they are workers
often more savvy and green demanding. Thus, they are more attracted to working for
practitioners that are green savvy. Branding helps cement a companys public image as
being green therefore making it more successful. For example, here are some telltale
statistics:
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1. 79% of U.S. consumers say that a companys environment practices influence the
products and services they recommend to others.
2. 64% of consumers worldwide say they are willing to pay a higher price for goods and
services that produce lower greenhouse gas emissions, according to a study by Accenture;
3. A survey of consumers in seventeen (17) countries across five (5) continents by market
research firm TXN found that 94% of Thai respondents and 83% of Brazilian were
willing to pay more for environmental friendliness, although only 45% of British and
53% of US respondents were willing to pay more to help the environment.
4. Consumers expect to double their spending on green products and services within one
year, totaling an estimated $500 billion annually, or $43 billion per month, according to
the ImagePower Green Brands Survey (Makower, 2009: 25-26).
However, success does not come easy for, despite mounting pressure on businesses to
prove their faithfulness to the Earth, managers do not share a common understanding of
what this might mean in their own companies. Many continue to see environmentalism
against the backdrop of an adversarial public arena or as a struggle over ever-stricter
emissions codes and wildly varying punishments for misconduct. Still, managers do share
some new and growing sophistication about what the public expects. In 1985, when the
National Wildlife Federations Corporate Conservation Council began to offer
environmental awards to businesses, several corporations nominated themselves for what
they obviously thought a remarkable feat compliance with government regulations
(Kleiner, 1991). Nowadays, a company does not expect to be considered environmental
friendly unless it is moving not only beyond the letter of the law, but ahead of its
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industry and many of its consumers. For instance, according to Art Kleiner (1991),
Pacific Gas and Electric Company recently decided that energy conservation is a more
profitable investment than nuclear power. Du Pont converted its in-house pollutionprevention program into a consulting operation. Also, McDonalds made its wellpublicized move from plastics to paper the cornerstone of a much broader, and less
visible, waste-reduction strategy. The managers of these businesses clearly have come to
believe that environmentalism has something to offer, that it is not just the other way
around. The greenness of a company, then, does not really start in any single
demonstration of concern to produce an environmentally kind product paper over
plastic, for example. Rather, it is embodied in a companys willingness to experiment
continually with the life cycles of its products. Nonetheless, green management is not the
repackaging or the reinventing approaches to business, nor business management. Even
more, green management is not a concept describing new business management style.
Thus, the established founding fathers of business management, Edgar H. Schein, Gareth
Morgan, Peter Drucker, Frederick Taylor, Henri Fayol, Peter Senge, and the like need not
be ignored. Green management is simply the rethinking, or more accurately, being more
mindful of how organizations are operating (or a lack thereof) with respect to the
environment. It is not the human factors within the organization that are being managed,
but the components of the organization that is being managed by green management.
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CHAPTER NO-2
2) Discuss the evolution of green management
1.
2.
3.
4.
5.
6.
7.
Green Evolution Committee

Environmental Review
Action Plan
Monitoring and Evaluation
Curriculum Work
Informing and Involving
Green Management-Code
Green Evolution Committee:-The committee directs the operations of a school's Eco-Schools

programmed. Whatever form it takes, it must fulfill the purposes listed below and be student-led
by: ensuring that the entire evolution knows about Green Management and will receive
regular updates
developing, implementing and monitoring the evolution environmental policy that
addresses the environmental concerns of the Green Management community
taking the lead in carrying out the initial and subsequent Environmental Reviews (Step 2
of the evolution Methodology)
ensuring that all members of the evolution community are represented in the decisionmaking process
1) Environmental Review
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The results of your Environmental Review will inform your Action Plan; assisting your
evolution to decide whether change is necessary, urgent, or not required at all. It will also
help you to set realistic targets and measure your success.
The Environmental Review is crucial to understanding the current environmental
situation in a green Management evolution and provides the basis of the evolution Plan.
2) Action Plan
This information is used to identify priority areas and create an action plan, setting
achievable and realistic targets and deadlines to improve environmental performance on
specific issues by listing a number of agreed environmental objectives, along with
deadlines and clearly allocated responsibilities for each step. Where possible, it should
also be linked to the curriculum, show any cost implications, and specify arrangements
for monitoring and evolution.
3) Monitoring and Evolution
As well as allowing you to judge the success of your activities and plan any necessary
changes, a continuous monitoring process will help you to make sure that interest in the
program is maintained throughout the Green management.
4) Curriculum Work
The general strategy suggested is that of infusing environmental evolution concepts into
the already existing evolution and not that of presenting a new evolution concept. In
addition to increasing an awareness of the environment, the weaving of an environmental
evolution dimension in a particular Green Management enriches the subject concerned
and thus makes it more relevant and interesting.
1) Information and Involving:~12~

Involving the wider community brings a wide range of benefits. Parents, neighbors, local
businesses and the local authority can be sources of advice, information, practical help
and financial assistance. This is also an ideal opportunity to raise the evolution profile
within the community through the production of newsletters to parents, press releases to
the local paper, Open Days, etc. Green Management Committees may appoint a 'PR'
group from amongst their numbers to ensure high visibility throughout the Green
Management and the community.
2) Green Management-Code:The Green Management-Code should list the main objectives of your Action Plan,
covering real actions that staff intends to carry out
As resources are scarce and human wants are unlimited, it is important for the marketers
to utilize the resources efficiently without waste as well as to achieve the organization's
objective. So green marketing is the need of the hour. There is growing interest among
the consumers over the globe regarding protection of environment. Worldwide evidence
indicates people are concerned about the environment and are changing their behavior. As
a result of this, green marketing has emerged which speaks for growing market for
sustainable and socially responsible products and services. The green marketing has
evolved over a period of time. According to Peattie (2001), the evolution of green
marketing has three phases: The first phase was known as "Ecological" green marketing,
and during this period all marketing activities were concerned to help environment
problems and provide remedies for environmental problems. The second phase was
"Environmental" green marketing and the focus shifted on clean technology that involved
designing of innovative new products, which take care of pollution and waste issues. The
third phase was "Sustainable" green marketing. It came into prominence in the late 1990s
and early 2000. This was the result of the term sustainable development which is defined
~13~

as "meeting the needs of the present without compromising the ability of future
generations to meet their own needs."
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ADOPTION OF GREEN MARKETING
Mainly five reasons are identified for which a marketer can go for adoption of green
marketing. These are
Opportunities or competitive advantage.
Corporate social responsibilities (CSR).
Government pressure.
Competitive pressure.
Cost or profit issues.
Green Marketing Mix.
Many sustainability efforts can more than pay for themselves, both financially and with
image-building benefits, according to an increasing number of organizations. Some of the
most fertile areas of potential payback involve lowering energy and water use, and
adopting product lifecycle analyses. Each offers ways to cut costs while reducing
greenhouse gas emissions and oil dependency. At the country level, meanwhile, solid
progress continues in reducing emissions, even without the headline-grabbing,
internationally binding agreements of the sort that failed to emerge from the recent
environmental conference in Copenhagen. To deliver on the promise, however, most
sustainability initiatives require a long-term, strategic view and some initial investment.
One of the most glitzy examples of this may be the headlong rush now underway by
small, independent carmakers to develop the first widely accepted electric car. The
Business Case for Lifecycle Analysis and Building a Green Supply Chain 1 Many
organizations are reaping financial and image-enhancing benefits by adopting product
lifecycle analysis policies aimed at boosting sustainability efforts. Successful initiatives,
with significant downstream payoff, will flourish in companies that embrace
comprehensive lifecycle analysis as a key strategic guideline, and that supply
management and financial resources to make it work. There are no universally accepted
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standards for product lifecycle analysis, however, so results are somewhat subjective and,
therefore, not always quantifiable. Global Warming: Challenges, Opportunities and a
Message of Be Prepared 6 The recent COP15 environmental conference in Copenhagen
was disappointing, but even without internationally binding commitments, many
countries are willing to cut carbon emissions significantly. Watch for breakthrough
country-based pledges to underpin future negotiations, while in the U.S., progress may
come via cap and trade. More corporations, meantime, are beginning to act even before a
coming new wave of regulations gets enacted. Duke Energy CEO James E. Rogers, for
example, said recently: Its not going to be cheap, its not going to be easy, and its not
going to be quick, but weve got to work on the transition now. Yet, for all the apparent
momentum, analysts see a big gap between Copenhagens emissions goals and national
commitments.
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CHAPTER NO-3
3) Why green management is important in current scenario?
NECESSITY OF GREEN MARKETING
As resources are limited and human wants are unlimited, it is important for the marketers
to utilize the resources efficiently without waste as well as to achieve the organization's
objective. So green marketing is inevitable. There is growing interest among the
consumers all over the world regarding protection of environment. Worldwide evidence
sustainable and socially responsible products and services. Every recycled ton of paper
saves approximately 17 trees, which are then available for other uses. Recycling paper
also reduces the air and water pollution due to paper manufacturing. The question of why
green marketing has increased its importance is quite simple and relies on the basic
definition of Economics: Economics is the study of how people use their limited
resources to try to satisfy unlimited wants.
REASONS ARE AS FOLLOWS
Organizations perceive environmental marketing to be an opportunity that can be used to
achieve its objectives: Organizations believe they have a moral obligation to be more
socially responsible, Governmental bodies are forcing firms to become more responsible,
Competitors' environmental activities pressure firms to change their environmental
marketing activities, Cost factors associated with waste disposal, or reductions in material
usage forces firms to modify their behaviour. There is growing interest among the
consumers all over the world regarding protection of environment. Worldwide evidence
~17~

sustainable and socially responsible products and services.
BENEFITS OF GREEN MARKETING
Companies that develop new and improved products and services with environment
inputs in mind give themselves access to new markets, increase their profit sustainability,
and enjoy a competitive advantage over the companies which are not concerned for the
environment. Opportunities: McDonald's replaced its clam shell packaging with
waxed paper because of increased consumer concern relating to polystyrene production
and Ozone depletion. Social Responsibility Differentiating Products :Hero Hondas
Splendour bike- ecofriendly Effective Utilization of Resources.
ADOPTION OF GREEN MARKETING THE NEW COLOUR OF BUSINESS:
GREEN
Being environmentally- friendly is no longer just a nice-to-dothing for companies. Its
fast becoming a business differentiator. These 7 companies are walking the talk on
sustainable practices and seeing their businesses through the prism of climate change. 1.
Tata Group: Every tata company is working to lower its carbon footprint. 2. ITC group:
Its water positive. And carbon positive. Now, its waiting to profit from the effort. 3. Yes
Bank: it is the only bank with a vertical dedicated to the sustainability space. 4. IOC: The
oil refiner has launched a number of initiatives to develop cleaner fuels. 5. Wipro: It
turned green long before it became fashionable to do so. Now, Wipro is using that
credibility to bag Projects. 6. Mahindra Group: The auto major is using green initiatives
to cut costs. 7. Infosys: It has developed energy saving solutions for it. Now it plans to
sell them. There are basically five reasons for which a marketer should go for the
adoption of green marketing. They are - Opportunities or competitive advantage,
Corporate social responsibilities (CSR), Government pressure, Competitive pressure,
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Cost or profit issues. In India, around 25% of the consumers prefer environmentalfriendly products, and around 28% may be considered healthy conscious. Therefore,
green marketers have diverse and fairly sizeable segments to cater to. The Surf Excel
detergent which saves water (advertised with the message"do bucket paani roz
bachana") and the energy-saving LG consumers durables are examples of green
marketing. We also have green buildings which are efficient in their use of energy, water
and construction materials, and which reduce the impact on human health and the
environment through better design, construction, operation, maintenance and waste
disposal.
GREEN MARKETING MIX
Every company has its own favorite marketing mix. Some have 4 P's and some have 7 P's
of marketing mix. The 4 P's of green marketing are that of a conventional marketing but
the challenge before marketers is to use 4 P's in an innovative manner. Product: The
ecological objectives in planning products are to reduce resource consumption and
pollution and to increase conservation of scarce resources (Keller man, 1978).
NIKE AND JORDAN SHOES Price:
Price is a critical and important factor of green marketing mix. Most consumers will only
be prepared to pay additional value if there is a perception of extra product value. This
value may be improved performance, function, design, visual appeal, or taste. Green
marketing should take all these facts into consideration while charging a premium price.
BIG-BLUE BAG IKEA AND WALLMART Promotion: There are three types of green
advertising: -Ads that address a relationship between a product/service and the
biophysical environment, those that promote a green lifestyle by highlighting a product or
service, Ads that present a corporate image of environmental responsibility Toyota is
trying to push gas/electric hybrid technology into much of its product line. Largest R&D
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investment -HYDROGEN car Place: The choice of where and when to make a product
available will have significant impact on the customers. Very few customers will go out
of their way to buy green products. CARBON EMISSIONS OF SHIP CHALLENGES
AHEAD Green products require renewable and recyclable material, which is costly,
requires a technology, which needs huge investment in R & D, Water treatment
technology, which is too costly. Majority of the people are not aware of green products
and their uses Majority of the consumers are not willing to pay a premium for green
products SOME CASES OF COMPANY WHO ADOPT GREEN MARKETING
POLICY McDonald's restaurant's napkins, bags are made of recycled paper. Mcdonalds
replaced clamshell packaging with waxed paper, because of polystyrene production and
ozone layer depletion. Xerox introduced a "high quality" recycled photocopier paper in
an attempt to satisfy the demands of firms for less environmentally harmful products.
Body Shop heavily promotes the fact that they are environmentally responsible. While
this behavior is a competitive advantage, the firm was established specifically to offer
consumers environmentally responsible alternatives to conventional cosmetic products.
Walt Disney World (WDW) WDW has an extensive waste management program and
infrastructure in place, yet these facilities are not highlighted in their general tourist
promotional activities. Coca-Cola has invested large sums of money in various recycling
activities, as well as having modified their packaging to minimize its environmental
impact Coca-Cola pumped syrup directly from tank instead of plastic which saved 68
million pound/year. Badarpur Thermal Power station of NTPC in Delhi is devising ways
to utilize coal-ash that has been a major source of air and water pollution. Barauni
refinery of IOC has taken steps for restricting air and water pollutants. In an
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advertisement in National Geographic magazine in 2004, Ford Motor Company tried to
convince readers of its commitment to the environment by announcing the launch of the
Escape Hybrid SUV and the remodeling its River Rouge factory. One print ad read,
"Green vehicles. Cleaner factories. It's the right road for our company, and we're well
underway." What Ford failed to tell readers is that it only planned on producing 20,000 of
its Hybrid SUVs per year, while continuing to produce almost 80,000 F-series trucks per
month. Moreover, just prior to the campaign's release, the Environmental Protection
Agency announced that Ford had the worst fleet wide fuel economy of all major
automakers. Ford's failure to live up to its environmentally friendly image earned the
company first prize among America's top ten worst green washers of the year. Many
companies have started realizing that they must behave in an environment-friendly
fashion. They believe both in achieving environmental objectives as well as profit related
objectives. The HSBC became the world's first bank to go carbon-neutral. Other
examples include Coca-Cola, which has invested in various recycling activities. Walt
Disney World in Florida, US, has an extensive waste management program and
infrastructure in place.
In India, pollution is obviously a problem that the government is trying to control.
FACTS: Over 70% of the pollution in the country is estimated to be caused by the
vehicles. Interesting enough, there are only 7 cars owned for every 1000 people
compared to western ratio where nearly 350-500 cars are owned for every 1000 people.
The Indian consumer is high on the ladder when it comes to being concerned about the
environment. But will he take the plunge and pay more for eco-friendly products. Green
marketing is a phenomenon which has developed particular importance in the modern
market. Many analysts are predicting that 2011 will be a make-or-break- it year for many
~21~

green businesses. Increasing competition in the green sector has driven some businesses
to new heights of innovation and service while others lag behind. Trends may come and
go, it is not possible for any green business to stay on top of all of them, nor it is
worthwhile to try. However, keeping track of green business trends is a great way to
ensure that your business stays fresh, flexible and creative in the face of new challenges
and opportunities.
~22~
CHAPTER NO-4
4) Highlight the various Impediments in implementing green management
Green Management:-Marketing products and services based on environmental factors or
awareness. Companies involved in green marketing make decisions relating to the entire
process of the companys products, such as methods of processing, packaging
and distribution. Green marketing companies seek to go above and beyond traditional
marketing by promoting environmental core values in the hope that consumers will
associate these values with their company or brand. Engaging in these sustainable activities
can lead to creating a new product line that caters to a new target market. Also known as
sustainable marketing, environmental marketing or ecological marketing.
Green supply chain management (GSCM) integrates ecological concepts with those of
supply chain management in order to minimize energy and material usage and to reduce
adverse impacts of supply chain activities on the environment. GSCM implementation in
mining industries depends largely upon certain factors which are influenced by human
behaviours. Human behaviour is dynamic in nature and the relationships between them
continuously evolve and change. In this ever-changing context, therefore, identifying and
ranking the behavioural factors that affect GSCM implementation becomes essential. This
can be taken as a reference by the decision makers while deciding the hierarchy of action
necessary for effective implementation of green practices in mining supply chains. The
present research attempts to explore various behavioural factors affecting GCSM practices
and their interactions which help to attain green-enabled needs. Interpretive structural
~23~

modelling (ISM) is employed in this research to extract the interrelationships among the
identified behavioural factors.
While environmental issues have become critical concerns all over the world, organizations
are constantly under pressure to develop environmentally responsible and friendly
operations. Commitment to the natural environment has become an important variable.
Therefore, the interest in developing green logistics from companies, government, and the
public is increasing dramatically especially because traditional logistics cannot meet the
requirements of modern society and has huge impact on the environment. The purpose of
this paper is to present determinant factors that can influence the development of green
logistic concept in companies as an element of Sustainable Development.
~24~

CHAPTER NO-5
5) Bring forward the impact of green management on business
According to world statistics, the automobile industry is worlds largest single
manufacturing sector. The growth in the worlds population has also heightened the demand
for the vehicles. Increasing trend of demand of automobiles such as cars, bikes and
commercial vehicles in India has been noticed in last few years, therefore leading
international and domestic automobile are either setting up their new manufacturing plants
or increasing their production capacity in their existing plants in India.
Environmental issues have become more relevant in India. So companies need to focus on
energy and resources for making environmentally sound supply chain. Economics,
environmental or legislative reasons have increased the requirement of GSCM in Indian
Automobile industry.
We have identified various barriers to implement GSCM in Indian automobile industry
from the literature reviews and expert opinions. Literature was reviewed to identify barriers
to implement GSCM in Indian automobile industry. We conducted a workshop, in which
different experts from academia and industry were invited. Four were from industry and
two were from academia. Brainstorming session was conducted and eleven barriers relevant
to Indian automobile industry were identified. These barriers to implementation of GSCM
in Indian Automobile industry are: Lack of IT Implementation; Resistance to Technology
Advancement Adoption; Lack of Organization Encouragement; Poor Quality of Human
Resources; Market Competition and Uncertainty; Lack of Government Support System;
Lack of Implementing Green Practices; Lack of Top Management Commitment; Cost
~25~

Implications; Supplier Reluctance to Change towards GSCM and Unawareness of
customers. Again brainstorming session was conducted to reach consensuses about the
contextual relationships (pair wise) to form a structural self interaction matrix (elaborated in
section 4). The above said identified barriers are explained as:
5.1 Lack of IT implementation
IT systems support collaborative supply chain processes and enhance supply chain
performance (Rogers et al., 1998). An efficient information and technology system is very
necessary for supporting the GSCM during various stages of product life cycle. It can be
very useful for product development programs encompassing the design for the
environment, recovery and reuse. Efficient information systems are needed for tracking and
tracing the returns of product, linking with the previous sales (Ravi & Shankar, 2005)
Information support is necessary for developing linkages to achieve efficient GSCM in
automobile industry. It is required to handle informations flows associated with both
forward and backward flow of materials and other resources to manage green SC efficiently
(AlKhidir & Zailani, 2009). Also, IT enablement reduces lot of paper usage, which supports
GSCM philosophy. So, lack of IT implementation is an important barrier to achieve
efficient GSCM.
5.2 Resistance to technology advancement adoption
Technology is a kind of knowledge. An organization with rich experiences in the

application and adoption of related technologies will have higher ability in technological
innovation (Gant, 1996). An organization will have higher innovative capability when
knowledge can be shared more easily within the organization (TSai & Ghoshal, 1999).
~26~

Technological advancement can be achieved with higher transferability. It is easy to share
technological transfer or share technological knowledge with higher explicitness (Cooper,
1994). Innovation and technology incorporate the innovation into corporate culture,
encouraging new ideas and processes and solutions by all the employees of the firm
(Digalwar &Metri, 2004). Resistance of organizations to technology advancement adoption
is the resistance to change. An organizational barrier means difficulty of implementing
fundamental change in the organization. This is especially true when there are changes in
the core features of organizations like organizational goals, forms of authority, core
technology, operational strategy and market strategy (AlKhidir & Zailani, 2009). Therefore,
resistance to technology advancement adoption is important barrier to implement GSCM in
automobile industry.
5.3 Lack of organizational encouragement
Informal linkages and improved communication help the organizations to adopt Greens
practices (Yu Lin & Hui Ho, 2008). Training and education are the prime requirements for
achieving successful implementation of GSCM in any organization (Ravi & Shankar,
2005). Management may encourage employees to learn green information. Organizations
may provide rewards for green employees. Employees may be helped when they face green
problems and may be provided support to learn green information (Hsu & Hu, 2008).
5.4 Poor quality of human resources
A Company with higher quality of human resources such as better training or education will
help in implementing Green Supply Chain Management. Quality human resources can
provide new ideas for companies, learn new technologies easily, share knowledge with each
~27~

other and use new technologies to solve problem (Yu Lin & Hui Ho, 2008).However, due to
financial constraint; quality of human resources is barrier. Therefore poor quality of human
resources is an important barrier to implement GSCM in Indian automobile industry.
5.5 Market competition and uncertainty
In todays scenario market uncertainty is very high due to global competitiveness, and
customers requirements (Yu Lin, 2007). Research and benchmarked global competitors
develop and deploy strategies. The external environment in which a firm conducts its
business will also influence the innovative capability as well as intention to adopt
innovations (Hosseini, 2007). We assume that market competition and uncertainty is most
important barrier to achieve GSCM in Indian automobile industry.
5.6 Lack of Government support systems
Government regulation can encourage or discourage the adoption of innovation, as

Government sets the environmental regulations for industry (Scupola, 2003). Time
consuming regulatory requirements, fees or levies may discourage smaller firms. Tax
structures that distort incentives can discourage industry to implement GSCM. Government
institutions are considered as barriers to development in the environmental management in
the sense that institutional process for implementing GSCM are going on but very limited
institutional support is given for new ideas to implement GSCM. The tendency of
government
to
encourage
old
practices
is
major
barrier
(AlKhidir & Zailani,
2009).Therefore lack of government support systems is a barrier to implement efficient

GSCM in Indian automobile industry.
~28~

5.7 Lack of implementing green practices
Innovative green practices are associated with the explicitness of green practices,
accumulation of green related knowledge, organizational encouragement and quality of
human resources (Yu Lin & Hui Ho, 2008). Innovative green practices involves hazardous
solid waste disposal, energy conservation, reusing and recycling of materials. Innovative
green practices promote innovative design, new market opportunities and makes their
quality better than others. However, due to market competition and cost implications,
organizations try to save cost. Implementing GSCM practices initially involves high
investment. Financial constraints also lead to resistance to implementing green practices
(Ravi & Shankar, 2005).From the above discussion; we expect that lack of implementation
of green practices is the most important barrier to implement efficient GSCM in Indian
5.8 Lack of top management commitment
Top management support and commitment is necessary for any strategic program success
(Hamel & Prahalad, 1989; Zhu & Sarkis, 2007). Top Management support is especially
useful for environmental practices such as GSCM. Top management has significant ability
to influence, support actual formation and implementation of green initiatives across the
organization (Sarkis, 2009).Top management provides continuous support for GSCM in the
strategic plans and action plans for successfully implementing them (Ravi & Shankar,
2005). Therefore, we assume that lack of top management commitment is one of the
barriers to implement of GSCM in Indian automobile industry.
~29~
~30~

5.9 Cost implications
Historically, cost has been used as the prime performance measure. Usually, high cost is a
big pressure in GSCM as compared to conventional SCM. The initial investment
requirement by green methodologies such as green design, green manufacturing, green
labeling of packing etc. are too high. Engaging in environmental management involves two
types of costs, direct cost and transaction cost. Both types of costs are likely to constitute
significant barrier to implement GSCM (AlKhidir & Zailani, 2009). IT enablement,
Technology advancement adoption, hiring good quality of employees, motivating and
training of employees towards GSCM will require high initial investment. Therefore, cost
implication is a major barrier among the barriers to implement efficient GSCM in Indian
5.10 Supplier reluctance to change towards GSCM
Strengthen relationships with suppliers result in lower inventory levels, costs and higher
accuracy. Involvement of the suppliers in design process and technology affects overall
performance of whole chain (Sarkar & Mohapatra, 2006). Suppliers reluctance to change
towards GSCM is due to traditional mindset and suppliers interests being different from
those of the total network (Mudgal et al., 2010). Supplier manufacturer relationships are
considered most important for developing competitive advantage for the manufacturer.
Large automobile industries have normally 2000 to 3000 suppliers. The manufacturers
cannot produce green products unless they work together with suppliers. Suppliers need to
meet the requirement of buyers to maintain business relationship. So we can say that
~31~

Supplier reluctance to change towards GSCM is a very important barrier to implement
GSCM in Indian automobile industry.
5.11 Unawareness of customers
A major barrier of GSCM seen in Indian automobile industry is lack of awareness of

customers about the benefits of green products. Customer demands become most crucial
type of external pressure. Customers awareness means if customer demands green
products; the company has to change technology and organization for innovative green
products. But in Indian automobile market, due to unawareness of customers towards green
product benefits, automobile producers are producing non green products. In U.S.A., an
estimated 75% of consumers claim that their purchases are influenced by reputation and
80% would be willing to pay more for environment friendly products (Lamming
& Hmapson, 1996). Thus, we can say that unawareness of customers is a major barrier to
implement GSCM in Indian automobile industry.
~32~

CHAPTER NO-6
6) Discuss the relationship between goal setting of an organization and its
green management initiatives
This study aims to give information about the effect of green marketing on customers
purchasing behaviors. First of all, environment and environmental problems, one of the
reason why the green marketing emerged, are mentioned, and then the concepts of green
marketing and green consumer are explained. Then together with the hypothesis developed
literature review has been continued and studies conducted on this subject until now were
mentioned. In the last section, moreover, questionnaire results conducted on 540 consumers
in Istanbul are evaluated statistically. According to the results of the analysis, environmental
awareness, green product features, green promotion activities and green price affect green
purchasing behaviors of the consumers in positive way. Demographic characteristics have
moderate affect on model. Consumers with favorable attitudes such as ecoliteracy,
interpersonal influences and value orientation towards environmentally green products are
more likely to purchase environmentally green products. Perceived product necessity
moderates the relationship between attitudes towards environmentally green products and
the willingness to purchase environmentally green products. According Amyx et al., 1994;
Kinner et al., 1974; McCarty and rum, 1994 study have established an apparent correlation
between favorable attitudes towards environmentally green product and positive purchase
decisions. Equally, negative attitudes will dissuade consumers resulting in a non-purchase
decision that is say by McCartyand Shrum, 1994. There are many variables that can
interpret social interaction among young customers in order to buy green products. The most
important is social environments such as family, friends and peer networks strongly
influence buying decisions that involve environmentally green products. These can be proof
~33~

by Bandura, 1986 shows that the social influences of peers, family groups and influential
bodies can convey information and active emotional reaction trough factors such as
modeling, instruction and social persuasion. Green purchasing behavior can influences
young customers to buy the green products because nowadays in globally, each people are
tends to the green environment. And now have many nonprofit organization and government
doing marketing activities that practices green environment and also come out with green
products. Accordingly to Cohen 1973, he said green marketing activities are increasing in
many countries and these activities have had an important influence on increasing consumer
knowledge and in shifting consumer into purchasing green products. Evidence can be shows
by Mendelssohn, 1994; marketers should emphasize the ecological knowledge in their
organization, their product and their advertising in order to achieve the goal of changing the
consumer purchasing behavior. Purchasing behavior also can be affected by the perceived
product as a necessity thats can expected the consumers attitudes towards the environment
should play a relatively minor role in affecting purchase behavior, or in
The author discusses the failure of green marketing to move beyond the limitations of the
prevailing paradigm. While there are nascent macro developments in marketing thought
that might lead to a truly green marketing considering sustainability, holistic thought, and
the limitations of the prevailing paradigm, they remain thus far on the periphery of the
discipline. This will remain so until a broader, multi-disciplinary approach incorporating the
multiple dimensions of the DSP is developed. The author identifies areas that must be
examined for their effect in the marketing/environment relationship, namely economic,
political and technological dimensions of the cultural frame of reference.
Fisk, G. (1998). Green Marketing: Multiplier for Appropriate Technology Transfer?
Journal of Marketing Management, 14(6), July, pp. 657-677.
~34~

The effectiveness of "reward and reinforcement" strategy used in marketing activity is
compared to a strategy of "mutual coercion mutually agreed upon" as a means for
accelerating acceptance of environmentally appropriate production and consumption
technologies. The risk and reward consequences of green marketing tactics are traced to
identify their implications in pursuing globally sustainable development. Together, reward
and reinforcement strategies and coercive regulatory activities are more promising for
attaining sustainable development than either one alone.
Grove, S.J. & Fisk, R.P. (1996). Going green in the Service Sector. European Journal of
Marketing, 30(5), pp. 56-67.
The study by Moloy Ghoshal (2011) examined that green marketing was still in infancy. In
the perception of marketing scholars, green marketing refers to eco-level and market
segmentation and the role of structural factors and economic incentives in influencing
consumer behavior. The green marketers must understand to satisfy two objectives:
improved environmental quality and customer satisfaction.
The research by Anup Sinha & Jamie Gilpin (2009) primarily focused on finding
inefficiencies in the carbon value chain of energy production using renewable methods. By
utilizing anaerobic digestion and gasification technology Aura could produce biogas from
cattle, swine, and other farm animals.
The study by Ann Kronrod et al (2012) highlighted and explained the surprising
prevalence of assertive environmental messages in the media. Environmental agencies,
which are populated with people who perceive protecting the environment as a highly
important issue, should understand that not all consumers are as informed and concerned
about the environment.
The study by Murugesan (2008) underlined that firms may use green marketing as an
attempt to address cost or profit related issues. Disposing of environmentally harmful by-
~35~

products, such as polychlorinated biphenyl contaminated oil are becoming increasingly
costly and the firms that can reduce harmful wastes may incur substantial cost savings.
Charles W Lamb et al (2004) explained that Green Marketing has also become an
important way for companies to build awareness and loyalty by promoting a popular issue.
By positioning their brands as ecologically sound, marketers can convey concern for the
environment and society as a whole.
Robert Dahlstrom (2011) examined that Green Marketing has positive influences on
multiple participants in the economy. The environment, developing economies, consumers,
corporate strategy, the product, production processes, and supply chain benefit from green
marketing. Green marketing firms establish strategic alliances with government, local
communities, nongovernmental organizations (NGOs), industry experts, and competitors.
According to Roger A Kerin et al (2007), Green Marketing takes many forms. It comes
from product development opportunities that emanate both from consumer research and its
Pollution Prevention Pays program. This program solicits employee suggestions on how to
reduce pollution and recycle materials.
Biji P Thomas & H Nanje Gowda (2010) highlighted that environmentally friendly
buildings are also known as Green Buildings. Some of the visible green features, such as
exterior window shading, good daylighting, green (landscaped) roofs, and natural
ventilation chimneys are often considered as the signals of being green.
Philip Kotler & Kevin Lane keller (2011): Companies that mound green programs can
face two main problems: consumers may believe that product is of inferior quality of being
green and consumers feel the product is not really that green to begin with.
Arun Kumar & N. Meenakshi(2009) : Consumers have to play an important role if
companies have to be made responsible for preservation of the environment. They should
stop buying products of companies which are polluting the environment. Apart from
~36~

companies, NGOs also have very important roles to play. NGOs should carry out research
and tell the companies how they can make their process more environment-friendly.
Rajan Saxena(2010) maintained that Green products and services are today increasingly
being accepted by both the companies and customers. Following are some of the arguments
in favor of green marketing which makes it profitable for the firm/organization.
An aware customer now insists on a greenproduct and packaging material.
Aware customers are joining together to form interest groups which lobby for ecofriendly products and legislation to protect their environment.
Given the choice, customers tend to buy eco-friendly products.
The study by Altaf Khan(2011) about the Indian companies practicing the Green Marketing
Concepts as follows :
Samsung Electronics has adopted modern environmental conservation activities, such as
the developing of environmental-friendly products and service and maintaining a safe and
pleasant working environment at factories, based on Green Management and the LifeCherishing philosophy.
Tuna manufacturing company has modified their fishing techniques because of the
increased concern over drift-net fishing and the resulting death of dolphins.
Toyota, the most popular automobile industry, introduced the Pries, which is the first
hybrid car that is more environmental-friendly compared to other cars.
Xerox, the pioneer photo copier company introduced a high quality recycled
photocopier in an attempt to satisfy the demands of firms for less environmentally harmful
products.
Del I Hawkins et al (2010) identified that Sound marketing strategies take into account the
nature of information search engaged in by the target market prior to purchase. The
following are the marketing strategies like maintenance, disrupt, capture, intercept,
preference and acceptance are based on information search patterns.
A lower price caused by cost saving will encourage consumers to buy environmentally
friendly products. When the demand for a product is price responsive, a lower price will be
a more successful strategy for the company. When the price is held at the same level,
~37~

positive properties of the product about the environment can be used as a competitive
advantage element. In case the price of the product is higher, importance should be given to
promotion of differentiated green product and also there should be consumers ready to
overpay for the product. In this case, important thing is level of price (Emgin and Turk,
2004).
~38~

CHAPTER NO-7
7) compare and discuss about green management initiatives at HCl
technologies and ONGC
HCL Technologies
Concerns over global warming, energy conservation, and social responsibility are leading to an
unprecedented amount of media coverage about all things that need to go Green. Not only is
there increased press coverage, but environmental protection issues are also gaining much more
visibility with IT managers too.
Going Green can be both environmentally responsible and cost efficient for an enterprise. A
successful Green initiative not only increases the availability of IT infrastructure but will also
help reduce costs for the enterprise. It can also be a platform to bring in a new level of discipline
in IT provisioning and management.
Why Green?
IT has been on an unsustainable path for years. Huge data centers are feeding on electricity;
millions of computers burn up processor power performing background processes, many a times
while their users are in meetings; add to this, piles of emails and documents needlessly printed
off and never read.
If these factors alone are not reason enough to sign up to Green IT, there are countless more.
Many UK and EU regulations and campaigns demand greener businesses. Employees are
increasingly Green aware and want to see their company contributing to the solution rather than
exacerbating the problem. Sooner, rather than later, someoneyour boss, a big customer, or a
~39~

government agencyis going to want to know what youre doing to comply with, support or
advance your companys efforts to become more environmentally responsible.
Defining Green IT
Green IT is a means of increasing energy efficiency of IT hardware, IT Data Centers and other
assets. Since IT consumes very large quantities of renewable and not so renewable resources like
silicon, platinum and others, a big part of Green IT also implies reducing electronic parts waste.
IT also consumes space on the planet through Data Centers. Thus, Green IT also means reducing
the Data Center footprint on the environment.
Data Centers are at the heart of Green IT
While Green IT merits a long discussion, for the want of time and space we can perhaps focus
on the heart of the issue today, which lies inside the Data Center of an enterprise.
The Data Center is often the engine that drives the growth of the enterprise, and energy
efficiency is the key here. According to a recent AFCOM Data Center Institute survey, 50% of
every dollar spent on a new server goes into the energy to power and cool it. The Lean & Green
consortium predicted that by the end of 2008, the cost of powering a server would even exceed
the cost of the server itself.
In fact, as per some reports Data Centers consume between 1.5% and 3% of all the power
generated annually in the USA at the high end, thats equivalent to the electricity needed to
power the state of Michigan for a year.
~40~

Therefore, power management is a key aspect in achieving a Green Data Center. Simple acts
such as turning off unused lights, PCs and other devices are powerful and strikingly easy
changes. Furthermore, in many organizations the power save features do exist, but have not
been activated. Energy Star standards also enable us to determine the impact of equipment before
we buy them. At the next level, we need to ensure an equipment layout that optimizes cooling.
When considering using environmentally friendly techniques, companies should take the Green
IT effort beyond power saving through tactical ways. Today, the need is to transform the Data
Center footprint through more sustainable strategies like consolidation and virtualization, which
offer a more long-term solution to the problem.
Zooming in on the Virtualization buzz
Virtualization reduces the server footprint and therefore improves energy efficiency of an
enterprise. Implementing server virtualization can result in significant savings. Estimates by
VMware and PG&E Co. state that direct energy savings for each server removed via server
virtualization runs between $300 and $600 per year.
In fact virtualization is today becoming a strategy of choice for CIOs across the world. Experts
and practitioners agree on the fact that virtualization of Data Centers not only improves
performance, but increases IT efficiency, cuts power and cooling costs, and makes disaster
recovery as easy as pushing a button.
According to Gartner, virtualization would be the highest-impact trend changing infrastructure
and operations through 2012. Analysts at Gartner state that the leading edge of this change is
server virtualization, which promises to unlock much of the underutilized capacity of existing
~41~

server architectures. According to the research agencys figures, there were about 540,000 virtual
machines deployed around the world, not including consumer usage. By 2009, this figure was
expected to soar to over 4 million. Its obviously much higher today.
All these numbers validly represent the growing demand and adoption of virtualization in
enterprises across the globe. Consolidation is another option. If you are not prepared to launch
the virtualization project, you can consolidate your existing server. This can be done first by
looking at application optimization and then drilling that down into complete requirement
mapping. The next step is analyzing the application server maps that are in place and then
consolidating servers according to that. These are again long term programs that need to be well
planned.
The holistic approach
The key to handling the complexity of greening an IT Data Center is to take a holistic
approach. An enterprise must look at all the aspects of environmental impact instead of focusing
only on the most obvious ones. Many a times, a plan on paper may yield consequences way
beyond what was originally expected. Therefore, planning and implementing the initiative in a
phased manner is the secret to energy efficient and clean IT.
~42~

ONGC
ONGC:- The Oil and Natural Gas Commission (ONGC), India's largest petroleum exploration
and production entity, is organized as a state statutory body rather than a public company, but is
run on a profit-making basis with these revenues flowing to the Indian Exchequer. In 1989-1990
ONGC claimed to have posted the biggest profit in "India's corporate world." ONGC and the
state-owned company, Oil India Ltd., are responsible for most of the exploration and production
of crude oil and gas in the country. A separate state-owned company, the huge Indian Oil
Corporation, is predominant in refining, trading, and marketing. The ONGC and other stateowned oil companies trace their origins back to a 1948 resolution by India's newly independent
government. The Industrial Policy Resolution of 1948 specified that all new units in the Indian
oil industry would be government-owned, unless specifically authorized. In December 1955 an
Oil and Natural Gas Directorate was set up within the Ministry of Natural Resources and
Scientific Research to specialize in exploration. Early in 1956 its status was changed to a
commission. In October 1959 the ONGC was made a statutory body by an act of parliament. The
decision to create ONGC as a state-controlled body and, eventually, to bring most of the rest of
the oil industry under government control, was based not just on ideology, but on the need to
prevent a drain on foreign exchange and control by a group of foreign-owned oil companies that
were predominant in the country. Before independence and immediately afterward foreign
companies exercised a powerful control over the production and supply of petroleum substances
vital to the country's industrial development. Prior to independence, it was widely believed that
India lacked large-scale commercial deposits of oil and gas.
The Energy Sector is the totality of all of the industries involved in the production and sale of
energy, including fuel extraction, manufacturing, refining and distribution. Modern society
~43~

consumes large amounts of fuel, and the energy industry is a crucial part of the infrastructure and
maintenance of society all over the world. In particular, the Energy Sector comprises:the
petroleum industry, including oil companies, petroleum refiners, fuel transport and end-user sales
at gas stations the gas industry, including natural gas extraction, and coal gas manufacture, as
well as distribution and sales the electrical power industry, including electricity generation,
electric power distribution and sales the coal industry the nuclear power industry the renewable
energy industry, comprising alternative energy and sustainable energy companies, including
those involved in hydroelectric power, wind power, and solar power generation, and the
manufacture, distribution and sale of alternative fuels traditional energy industry based on the
collection and distribution of firewood, the use of which, for cooking and heating, is particularly
common in poorer countries 1.1.2. History: The use of energy has been a key in the development
of the human society by helping it to control and adapt to the environment. Managing the use of
energy is inevitable in any functional society. In the industrialized world the development of
energy resources has become essential for agriculture, transportation, waste collection,
information technology, communications that have become prerequisites of a developed society.
The increasing use of energy since the Industrial Revolution has also brought with it a number of
serious problems, some of which, such as global warming, present potentially grave risks to the
world. In society and in the context of humanities, the word energy is used as a synonym of
energy resources, and most often refers to substances like fuels, petroleum products and
electricity in general. These are sources of usable energy, in that they can be easily transformed
to other kinds of energy sources that can serve a particular useful purpose. This difference via
energy in natural sciences can lead to some confusion, because energy resources are not
conserved in nature in the same way as energy is conserved in the context of physics. The actual
~44~

energy content is always conserved, but when it is converted into heat for example, it usually
becomes less useful to society, and thus appears to have been "used up". Ever since humanity
discovered various energy resources available in nature, it has been inventing devices, known as
machines that make life more comfortable by using energy resources. Thus, although the
primitive
Following are the various implement of green management in ongc:Technologies are constantly being developed to complement current practices in creating greener
structures; the common objective is that green buildings are designed to reduce the overall
impact of the built environment on human health and the natural environment by:
Efficiently using energy, water, and other resources
Protecting occupant health and improving employee productivity
Reducing waste, pollution and environmental degradation
A similar concept is natural building, which is usually on a smaller scale and tends to focus on
the use of natural materials that are available locally.
The concept of green Management can be traced to the energy (especially fossil oil) crisis and
environmental pollution concerns of the 1960s and 1970s.The Rachel Carson book, Silent
Spring, published in 1962, is considered to be one of the first initial efforts to describe
sustainable development as related to green building. The green building movement in the U.S.
originated from the need and desire for more energy efficient and environmentally friendly
construction practices. There are a number of motives for building green, including
~45~

environmental, economic, and social benefits. However, modern sustainability initiatives call for
an integrated and synergistic design to both new construction and in the retrofitting of existing
structures. Also known as sustainable design, this approach integrates the building life-cycle with
each green practice employed with a design-purpose to create a synergy among the practices
used.
Green building brings together a vast array of practices, techniques, and skills to reduce and
ultimately eliminate the impacts of buildings on the environment and human health. It often
emphasizes taking advantage of renewable resources, e.g., using sunlight through passive solar,
active solar, and photovoltaic equipment, and using plants and trees through green roofs, rain
gardens, and reduction of rainwater run-off. Many other techniques are used, such as using lowimpact building materials or using packed gravel or permeable concrete instead of conventional
concrete or asphalt to enhance replenishment of ground water.
While the practices or technologies employed in green building are constantly evolving and may
differ from region to region, fundamental principles persist from which the method is derived:
Sitting and Structure Design Efficiency, Energy Efficiency, Water Efficiency, Materials
Efficiency, Indoor Environmental Quality Enhancement, Operations and Maintenance
Optimization, and Waste and Toxics Reduction. The essence of green building is an optimization
of one or more of these principles. Also, with the proper synergistic design, individual green
building technologies may work together to produce a greater cumulative effect.
~46~

Sitting and Structure Design Efficiency:Green buildings often include measures to reduce energy consumption both the embodied
energy required to extract, process, transport and install building materials and operating energy
to provide services such as heating and power for equipment.
Water Efficiency:Reducing water consumption and protecting water quality are key objectives in sustainable
building. One critical issue of water consumption is that in many areas, the demands on the
supplying aquifer exceed its ability to replenish itself. To the maximum extent feasible, facilities
should increase their dependence on water that is collected, used, purified, and reused on-site.
The protection and conservation of water throughout the life of a building may be accomplished
by designing for dual plumbing that recycles water in toilet flushing or by using water for
washing of the cars. Waste-water may be minimized by utilizing water conserving fixtures such
as ultra-low flush toilets and low-flow shower heads. Bidets help eliminate the use of toilet
paper, reducing sewer traffic and increasing possibilities of re-using water on-site. Point of use
water treatment and heating improves both water quality and energy efficiency while reducing
the amount of water in circulation. The use of non-sewage and grey water for on-site use such as
site-irrigation will minimize demands on the local aquifer.
~47~

Waste and Toxics Reduction:Green architecture also seeks to reduce waste of energy, water and materials used during
construction.
The project activity involves the construction of green building at Delhi. The building is
designed as a Green, Energy-efficient, Intelligent and Barrier-free. The building will be
constructed for the Platinum Rating under US Green Building Councils Leadership in Energy
and Environmental Design (LEED) Green Building Rating System (USGBCs LEED) rating
system. This project is an initiative to provide an eco-friendly and energy efficient workspace;
various Green features have been incorporated in the design with intricate equipment/system
selection procedures to ensure the maximum adherence/value engineering to the design intent.
The building named as Rajeev Gandhi Urja Bhavan in Delhi being built on a plot area of 36,340
square meters at Vasant Kunj Mall Phase-II, Nelson Mandela Road, New Delhi has been
designed by noted architect Hafeez Contractor. The building has a built area of 46,900 square
meters with a ground plus 5 floors and two basement levels. The building is estimated to cost
around Rs. 490 Crores. ONGC has committed upto Rs. 500 Crores for supporting the R&D
activities to be carried out through a Trust set up as ONGC Energy Centre.
~48~
Conclusion
Green computing is the term used to denote efficient use of resources in computing. This term
generally relates to the use of computing resources in conjunction with minimizing
environmental impact, maximizing economic viability and ensuring social duties. Green
computing is very much related to other similar movements like reducing the use of
environmentally hazardous materials like CFCs, promoting the use of recyclable materials,
minimizing use of non-biodegradable components, and encouraging use of sustainable resources.
The primary objective of such a program is to account for an expanded spectrum of values and
criteria for measuring organizational and societal success. It aims to reduce the use of hazardous
materials, maximize energy efficiency during the product's lifetime, and promote recyclable
process or biodegradability of outdated products and factory waste, just like green chemistry.
There are several solutions like customer satisfaction, management restructuring, regulatory
compliance, and removal of electronic waste, telecommuting, and virtualization of server
resources, energy use, and return on investment (ROI). Keywords: Eco-friendly PCs, Energy star,
e-waste, ROI, virtualization, biodegradability, energy efficiency, CleanTech, LCD.
The "Environmental Protection Planning of Macao (2010-2020)", as the first environmental
planning of Macao, has systematically depicted the roadmap of future environmental
management works in Macao. The Environmental Planning, on the one hand, has proposed
objectives in improving environmental quality and guidance in actions to be taken for Macao up
to year 2020.On the other hand, it has also acted as the foundation of the environmental
management works in Macao, in the view of harmonizing the environment, society and
economy, leading for the sustainable social and economic development.
~49~

This planning aims to establish the planning objectives and indicators in a forward-looking way,
and execute and implement the actions for improving the environment according to their priority.
We have to point out that formulation and implementation of this planning is a dynamic process,
which relies on the participation of general public, and should be reviewed, amended and
improved in accordance with the actual status of the social and economic development,
supported by the input of corresponding resources, in order to facilitate and ensure the
implementation of this planning.
However, since the environment is a complex, variable and extensive system, protecting the
environment is a hard and enduring task. It is impossible that all the existing pollution problems
in the environmental can completely be resolved in the next decade. A wonderful and quality
environment must be achieved by continuous planning, governmental policies, efforts of the
enterprises and public participation.
It is the responsibility of everyone to protect our environment. Let us fulfill our responsibilities
in environmental protection, creating a quality ecological environment and sharing wonderful
green living together.
~50~

Reference
http://www.businessethics.ca/greenwashing/
http:// greenmarketing.htm.
http://www.hcltech.com/it-infrastructure-management/green-it
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~51~

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GREEN MANAGEMENT OF HCL TECHNOLOGY & ONGC

Green Management Initiatives at Hcl Technology & ONGC

Institute of Information Technology & Management,