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

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

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.

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