The paper "Green Initiatives Undertaken by Wipro" is an outstanding example of a marketing case study. The increased use of computers has led to an array of environmental concerns. This is because of the fact that personal computers, computer components and computer servers consume a considerable amount of energy. Moreover, society is concerned by the massive heat generated by computer systems and equipment as well as the harmful materials contained in computer equipment. According to Morlev (2010) the widespread use of CDs, papers and other disposable paraphernalia presents the society with a great concern hence the need to conserve the environment.
Therefore, there is a need for corporations to use computers in an environmentally friendly way in order to minimize the use of paper, natural resources and energy. This paper is going to explore the green initiatives undertaken by Wipro, the challenges faced and the lessons that other organizations can learn from Wipro’ s experience. Green Initiatives Undertaken by Wipro Wipro began its green initiatives by consolidation and virtualization of its servers and applications in order to reduce energy consumption in its data center. This was due to the extensive growth of the company servers thereby increasing Wipro’ s energy costs.
According to the Information Resources and Management Association (2011) virtualization involves using one set of hardware to run multiple virtual operating systems. Consolidating multiple servers into virtual servers enable companies to reduce their energy costs as well as to reduce the amount of energy used to cool the servers. Wallace and Weber (2011) emphasize that virtualization and consolidation of servers reduce energy costs due to less physical hardware hence more space in the organization. To tackle the problem of e-waste, Wipro strived to ensure that its manufacturing facility was certified under ISO 14001.
According to Ashford and Caldart (2008) for a company to be certified under ISO 14001 it must implement environmental management systems. The standard obliges firms to set metrics through which they can evaluate their environmental performance. Moreover, Wipro was able to come up with e-waste disposal programs for its customers. The company did this by starting to collect discarded systems from its customers and sending them to certified vendors so that they could dispose of them.
Certified vendors ensure that the e-waste is handled legally and properly so as to ensure environmental protection and conservation (Luther, 2008). The disposal program enabled the company to double its green computing initiatives hence it was able to manage its e-waste product life cycle. To further conserve the environment, Wipro introduced eco-friendly laptops and desktops which were aimed at reducing e-waste in the environment. According to Zomava and Lee (2012), eco-friendly laptops and desktops contain recyclable equipment and materials, have a low power consumption rate and generate less heat.
The products which were referred to as greenware enabled the company to comply with the European restriction for hazardous substances because they were free of hazardous materials. The company also joined the Green Grid which was a global consortium with an aim of advancing its energy efficiency in its computing ecosystems and in its data center. Cortada (2010) states that the Green Grid is a global group of corporations that focuses on pushing for higher energy efficiency in data centers and business computing. Furthermore, Wipro began the Eco Eye initiative which was a program that was intended at increasing the company ecological sustainability in its operations.