Environmental Sustainability Initiatives at Ford Motor Company
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Case Details:
Case Code : BECG114
Case Length : 16 Pages
Period : 2000-09
Pub Date : 2010
Teaching Note :Not Available
Organization : Ford Motor Company
Industry : Automobile
Countries : US
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Introduction Contd...
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Founded in 1903, Ford was the fourth-largest automaker in the world based on the number of vehicles sold in the year 2009. Since the early 1990s, the company had started taking concerted efforts to reduce the impact of its operations on the environment.
Ford reportedly undertook several environmental conservation initiatives and had set targets to achieve reduction in the usage of energy, water, and Green House Gas (GHG) emissions. The company also pledged to invest in developing environmentally friendly vehicle technologies including hybrids, diesels, bio-diesels, advanced engines, etc. (Refer to Exhibit I for Ford's Progress in Different Performance Areas in Fiscal 2008-09).
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Critics, however, described the environmental sustainability initiatives undertaken by Ford as nothing more than a public relations (PR) exercise by the company. They opined that the company's achievements on the environmental front were lagging far behind its commitments.
Despite the criticisms, Ford maintained that the company was serious in its environmental conservation efforts.
According to Sue Cischke (Cischke), Senior Vice President, Sustainability, Environment, and Safety Engineering at Ford,
"At the end of the day, we believe our position on climate change is very clear.
You know it by our actions. You see it in our commitment to reduce the CO2
emissions from both our products and facilities. Bottom line - we are doing
what's right for our customers and the environment."5...
Excerpts >>
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