Lowering CO2 emissions from products: Sony’s eco-innovation for televisions
The case demonstrates the potential companies have to drive innovation in order to reach ambitious CO2 reduction targets. It documents Sony’s efforts under WWF International’s Climate Savers initiative. Climate Savers is a platform to transform business and industry into pioneers on climate and energy solutions. To reduce CO2 emitted in the use of its products, Sony started to focus on improving the energy efficiency of televisions. By combining sophisticated technological improvements with simple features that make it easy for customers to save energy, Sony achieved a sustained reduction in the carbon footprint of its televisions. The case also provides a framework for discussions around Sony’s major challenge: reducing the total (absolute) emissions from product use under market growth.
1) Deliver strong arguments that ambitious CO2 reduction targets trigger innovation and are therefore good for business development and growth. 2) Inspire business leaders to adopt transformational change in product innovation. 3) Show how to create, develop and market climate friendly products.
Sony
2006-2009
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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