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Case Study

HP Amplify Impact A: Channeling partners for change

By Heather Cairns-Lee, Julia Katharina Binder and Valerie Keller-Birrer

8 pages

July 2025

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Reference: IMD-2681

The A case in this two-part series outlines the challenges Isabella Phoenix faced in designing a global sustainability program for HP’s vast network of channel partners in just 12 weeks with only one team member and limited resources. The initiative aimed to help embed sustainability in HP global partners’ strategies, many of whom lacked the resources or expertise to tackle sustainability alone. Phoenix faced the dual challenge of inspiring internal buy-in and engaging thousands of independent partners many of them small or midsize businesses with limited capacity. The voluntary program, built around HP’s Sustainable Impact priorities of climate action, human rights, and digital equity and community, aimed to educate and empower partners without relying on traditional financial incentives. Instead, it encouraged commitment through practical tools and self-assessments and integrating sustainability into commercial deals. Despite the absence of rebates or rewards, the program sought to transform HP’s ecosystem into a purpose-driven movement, proving that shared values and long-term impact could unite a diverse, global network.

Learning Objective

Understand the 3 Ps of leadership – purpose, progress and people – and learn how to use them for self-assessment and team guidance.
Analyze approaches to building and launching strategic programs with limited resources, small teams and tight timelines.
Evaluate strategies to secure internal and external stakeholder buy-in, including gaining executive support and aligning diverse interests around a shared vision.
Explore mechanisms to encourage and sustain partner commitment, focusing on motivating voluntary participation and long-term engagement without financial incentives.

Keywords

Sustainability, Leadership, Partnering, Network, Channel Management, Corporate Social Responsibility, Environmental Social and Governance, Sustainable Business Model, Growth, Strategy, Climate Action, Diversity, Equity, Inclusion

Settings

World/global
Hewlett-Packard, Information Technology
2020-2025

Type

Field Research

Available Languages

English

Related material

Teaching note

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This case study is part of a series

HP Amplify Impact A: Channeling partners for change
HP Amplify Impact B: From launch to legacy

This case study is part of a series

HP Amplify Impact A: Channeling partners for change
HP Amplify Impact B: From launch to legacy

HP Amplify Impact A: Channeling partners for change

By Heather Cairns-Lee Julia Katharina Binder and Valerie Keller-Birrer
Case reference: IMD-2681 ©2025

Summary

The A case in this two-part series outlines the challenges Isabella Phoenix faced in designing a global sustainability program for HP's vast networ...

Reference IMD-2681

Organization Hewlett-Packard

Industry Information Technology

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Sustainability

Leadership

Browse all topics

HP Amplify Impact B: From launch to legacy

By Heather Cairns-Lee Julia Katharina Binder and Valerie Keller-Birrer
Case reference: IMD-2695 ©2025

Summary

The B case outlines how, by early 2025, Isabella Phoenix's initial vision for HP's Amplify Impact sustainability program had grown into a global in...

Reference IMD-2695

Organization Hewlett-Packard

Industry Information Technology

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Sustainability

Leadership

Browse all topics

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