This preview shows page 1. Sign up to view the full content.
Unformatted text preview: ucts and services weren’t only for
its customers—they ﬁrst transformed GE.
Challenge: How do you create a new business in sustainability and move into the major leagues?
Key moves: General Electric began looking at sustainability as part of a demographic trend, realizing that
scarcity would increase with population growth. Energy and water use, waste, carbon emissions—all would
decline among the most efﬁcient and sustainable companies. GE saw a proﬁtable business opportunity in
helping companies along this sustainable path. So it set up its ecomagination unit to offer environmental
GE also gambled that carbon would eventually be a cost, following the implementation of previous regulatory
regimes such as limiting acid rain. Although the precise way carbon would be regulated was unknown, as it
still is, the company had little doubt that regulation would come to pass. Rather than wait, GE joined a climate
coalition with nongovernmental organizations to press for a cap-an...
View Full Document
This document was uploaded on 03/03/2014.
- Spring '14