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Apple turned the tables on Greenpeace by calling its criteria not green were “like asking a cigarette company how green their office is.” By expanding the defini- tion of sustainability to include product use, Apple aims to break away from the existing standards and highlight a dimension—power to shift the debate about sustainability criteria to its advantage. Whether it will succeed in the long run remains to be seen. The race to shape sustainability standards will transform the competitive landscape and the social and environmental practices of compa- nies in every industry. The risk that your busi- ness will be left behind or marginalized in the growing green marketplace should serve as a wake-up call. Tackling the standards challenge head on provides an opportunity to differenti- ate your offerings, bolster your reputation as a responsible enterprise, and influence sustain- ability standards well into the future. Is your organization poised to seize that opportunity? Reprint R1011J To order, call 800-988-0886 or 617-783-7500 or go to www.hbr.org enough. conservation—on which it can excel. The ini- tial results of its efforts can be seen in the per- formance of the iPad, which is so energy effi- cient that one T. Rowe Price analyst compared its battery life to “black magic.” A gambit like Apple’s will work only if the proposed new standards are measurable, rele- vant to customers, and demonstrably superior to the existing criteria. And the old standards will probably not disappear; companies trying to break away will have to address them as well as their own. Despite its criticism of Greenpeace’s rankings, Apple has climbed from the bottom of the list to the middle, which shows that it has responded to the issues Greenpeace raised. But Apple clearly intends Winning in the Green Frenzy harvard business review • november 2010 page 6PDF Image | Winning in the Green Frenzy
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