Triple Pundit: Does Apple Need To Become A ‘Greener’ Brand?

Triple Pundit: Does Apple Need To Become A ‘Greener’ Brand?

Raz Godelnik looks at five things that may be keeping the tech giant's corporate social responsibility strategy from being as successful as possible.

Triple Pundit
  • 21 may 2012

When a company is “starring” on TriplePundit every couple of weeks it’s usually an indication that either a lot of CSR activity is going on there or that the company has a chronic CSR problem. In the case of Apple it seems unfortunately to be the latter. Last week in a very interesting article on HBR Blog, Prof. Gregory Unruh of Harvard offered the explanation that Apple has a reactive CSR strategy, which he described as the “Little Dutch Boy” Strategy. In other words, Apple bothers to act only when there’s a complaint or protest against the company, hoping like the little Dutch boy that poking its fingers in the holes in a dyke will stem the flow and let the company go back to concentrate on designing and selling great products.

While Prof. Unruh is certainly right about Apple’s reactive strategy, I believe the CSR problems of Apple go beyond its reactive strategy. Looking at the main issues Apple has been struggling with in the last couple of years, I identified 5 main problems that cause Apple to fail time and again when it comes to CSR…

(Original article by Raz GodelnikContinue reading here.)

Originally published on Triple Pundit, republished with kind permission.


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