Research Method Used :-

Research is a systematic purposive investigation looking for the facts

through verifiable methods in order to establish a relationship between

them and to conclude from them broad principles or laws.

This project report is based on Exploratory Research, that is, I have

conducted a preliminary study of an unfamiliar problem. I have done it

to generate new ideas or increase my familiarity with the problem.

Generally the methods used are literature survey, experience survey,

case studies websites etc.

Data Collection Method:-

There are two categories of data collection methods: Primary and

Secondary. I have used both sources of data. The sources include

websites, text book and reference books. Details of these sources are

available in Bibliography and Webliography.

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Statement of Objective:-

This project fulfills the following general objective:

-To understand the concept of Green Strategy with the help of the

organization which has odpted it.

Following are the specific objectives:

- To study about Nokia as a growing organization.

- To understand the eco-friendly approaches adopted by Nokia.

- To study the impact of Green Strategies on the success of Nokia.

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PROJECT REPORT OF GREEN STRATEGY

CASE STUDY : NOKIA

SIGNIFICANCE:-

Marketing products and services based on environmental

factors or awareness. Companies involved in green marketing make

decisions relating to the entire process of the company's products, such

as methods of processing, packaging and distribution.

GREEN STRATEGY:-

Green innovations include products or technology- enabled

engineering, design and manufacturing approaches that drive changes

in products, business processes and systems to achieve energy

efficiency and preserve the environment. Green innovations

include,but are not limited to:

Industrial process innovations that enable efficient manufacturing and

product distribution.

Dynamic systems that rely on advanced sensors and networked

communications to create highly efficient ‘’smart” homes and offices.

Intelligrid” systems that increase efficiency and realiability of

electricity supply.

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Time-of-day metering and energy valuation to drive energy

efficiency.

Low- emittance coatings that enable energy efficient windows and

skylights

Energy efficient light-emitting dicode (LED) lighting.

Green innovation is defined as hardware or software innovation that is

related to green products or processes, including the innovation in

technologies that are involved in energy-saving, pollution

prevention, waste recycling, green product designs, or corporate

environmental management. Green innovation is used to boost the

performance of environmental management in order to satisfy the

requirements of environmental protection .The measurement of the

performance of green product innovations contained four items:

(1)The company chooses the materials of the product that produce

the least amount of pollution f or conducti ng the product

development of design.

(2) The company chooses the materials of the product that

consume the least amount of . energy and resources for conducting

thep r o d u ct development of design

(3) The company uses the fewest amounts of materials to comprise the

product forconducting the product development or design;

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(4) The company would circumspectly deliberate whether the product is

easy to recycle, reuse,

and decompose for conducting the product development or design.

G r een Innovation in India :-

India is waking up to a new dawn of meaningful industry-academia

collaboration for joint research in areas of cutting edge technologies for

tomorrow. As part of this novel initiative Corporates are making a

pavement for the green world and transforming the energy utilizing

economy into an efficient energy-utilizing economy. The total global

ICT industry isresponsible for approximately 2% of the worldwide

carbon emissions, equivalent to emissions from the airline industry. By

2020, even with massive improvements in technology for energy

efficiency, the IT industry will emit 3% of the world's carbon

emissions. It is also predicted that there will be a 50-100% increase in

electrical costs between 2012 multiplying energy cost that will amount

to 50% of corporate IT budgets in the coming years. The demand from

storage and servers is going to increase by 30%, driving energy costs

further up. (KPMG Report 2009). Reduction in energy and power are

the key points to ensure sustainable growth for both the ICT sector

and meeting the country's bigger objectives to prevent warming. The

technology industry is designing the product life cycle in such a way

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that support the manufacture, design and use of products in order to

preserve energy and protect the environment. This industry is

aiming to develop energy efficient servers and new innovations that o

ff e r e q u a l o u t p u t w i t h r e d u c e d p o w e r c o n s u m p

t i o n . A d v a n c e s i n t r a n s p o r t a t i o n technology have

increased fuel efficiency and created alternative fuel vehicles. Radio

frequency identification (RFID) tags, networked systems and e-

commerce solutions have enabled manufacturers to improve efficiencies

and conserve energy while greater productivity. Advances in the

building industry including energy efficient lighting, appliances

and heating, ventilation and cooling systems are creating ,new

model of sustainable development.

The V irtuous Cycle of G r een Innovation :-

Individuals,the private sector (including business and community

organizations) and government leaders are the key contributors to

this process. Recognizing this, green innovation is a shared respo

nsibility.Government adopts policy innovations,which create an

environment that encourages both private sector and individual

innovation. At the same time, government policy is influenced by the

emergence of new technologies, products,and business practices in

the marketplace, which enhances the awareness of green safe

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environment. The green innovation is the shared responsibility of

the people, Govt. and the private sector to increase technological

advancement but not on the cost of utilizing the energy sources and

harming the environment.

Businesses pursue innovations to meet emerging industry trends and

consumer demand for new green products and practices. The private

sector includes a diverse mix of non-profit groups that promote

changes in government policy for developing green environment,

and individual behaviors towards the need of green innovation This

“independent sector” of organizations is an important catalyst for

dissemination of green innovation worldwide. Individuals not

only respond to government incentives and availability of new

products, but also direct the policy through the various channels in

the form of govt. and business organizations to create demand for

new green products in the marketplace.

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EVOLUTION OF GREEN:-

       From marketing fad to an all-encompassing environmentally

friendly product life cycle.

‘Green consumerism’ as an initial drive

Shift from individual, ‘microcosmic’ actors towards a

‘macroscopic’ perspective.

Included a growth in segment of “ultra-green” vs. original “tie-

break” consumers.

This grew to bigger and all-encompassing concerns, pushing

companies to evaluate the entire product-life cycle

  GREEN STRATEGY:-

(1) The green challenge

(2) Attempts to link the green consumer to age or gender

demographically have proved inconsistent.

(3) Green consumer vs. Green purchaser

(4) How to attract a green consumer?

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WHY COMPANIES GO GREEN:-

Main reason to go green: PROFIT

However, companies must:-

Uphold responsibilities

Trust from consumers on a global scale

Other models for determining green position.

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.

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HISTORY (NOKIA)

Earlier today, Microsoft completed the acquisition of Nokia’s

Smartphone business bringing an end to an era, which has seen plenty of

ups and an equal number of downs. Let’s take a look at the brief history

of the company that started out as a paper mill in small village in

Finland.

.

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THE EARLY YEARS

In the year 1865 Fredrik Idestam built a paper manufacturing mill in

Southern Finland and followed it up by launching a second mill in the

nearby town of Nokia in 1868. Three years later Idestam transformed his

company to a share company and the Nokia company was formed.

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Nokia kept growing through the 19th century and in the 1960s the

company branched out into electronics. In the next two years it

developed a host of electronic devices including radio telephones for the

army. In 1979 Nokia took its first steps into telephony by creating

Mobira Oy in a JV with Finnish TV maker Salora, and they created the

Nordic Mobile Telephone (NMT) service. This was the world’s first

international cellular network and in the 80s, Nokia launched its first car

phone called the Mobira Senator.

Five years later Nokia launched the Mobira Cityman, the first mobile

phone that would run on the company’s NMT network. At 800 grams

and priced at $6,308, it may be heavy and pricey by today’s standards,

but the device soon hit cult status when Mikhail Gorbachev was

photographed using the device.

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THE GLORY YEARS:-

The 90s were the glory years for the Finnish company. In 1994, Nokia

launched the 2100 with the now iconic Nokia ringtone. Three years later

it launched Snake, one of the most widely recognized mobile games of

all time. The Nokia 2100 was such a big hit that it went on to sell more

than 20 million handsets worldwide, much higher than what the

company had predicted.

In 1997, Nokia also launched the Communicator, which 11 years before

the first iPhone was considered to be much ahead of its time. The device

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not only looked cool, but also offered features like email, fax, calendar

and a massive display.

The same year, Nokia also launched the 6110 and the 5110 two more

devices, which were way ahead of their time and competition. These

devices offered a much sleeker way of text messaging, a beautiful menu

system customization options like multiple color snap-on covers. These

devices were followed by the 7110, which offered basic web functions,

the 7650, with a built-in camera and the 6650, the company’s first 3G

enabled smartphone.

By 1998, Nokia had firmly established itself as the global leader. Where

its rivals like Apple, Sony and Siemens had failed to predict the global

demand, Nokia sailed through these years with a turnover that increased

500 percent from $ 8.9 billion to $42.8 billion.

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THE DOWNFALL:-

There is an old Finnish tale, which talks about Sampo, an engine of

eternal wealth created by the poor people of Kalevala. Sampo essentially

grinds out gold, salt and wheat from three horns, day and night, but as

nothing good lasts forever, one day Sampo drowns to the bottom of the

lake and the people of Kalevala are returned to their gloom and poverty.

As is with old tales, one can easily relate Nokia to the Sampo. After the

glorious 90s, in 2007 things began to go downhill — and rapidly. In the

year 2009, Nokia posted its first quarterly loss in more than a decade.

This was largely due to HTC developing a smartphone running on the

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yet new Google Android operating system. With the iPhones and various

Android smartphones taking the market by storm, Nokia failed to keep

up with them. Instead of joining the horde of Android adopters, Nokia’s

new CEO Stephen Elop joined hands with Microsoft to develop

smartphones running on the Windows Phone platform.

Though the partnership saw the development of Nokia’s popular Lumia

series of smartphones, Nokia wasn’t able to rekindle its glory days.

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END OF AN ERA:-

On September 3, 2013, Nokia announced that its hardware department

would be acquired by Microsoft in a deal worth $7.2 billion. After eight

months, the deal was completed and with it came the end of an era.

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Nokia & Green Innovation :-

Year 2009, the collaboration between WWF (World Wide Fund for

Nature), IUCN (International Union for Conservation of Nature) and

Nokia have won the award of the Finnish national leg in the

international co-operation category with their Connect2earth.org

online online community service. This award is a good example of the

important long term cooperation withnon-governmental organizations

around environment. With close to 4 million visitiors around the

world, Connect2earth shows that young people care about the

environment. The majority of the members participate in with

their mobiles, especially in emerging markets. Nokia was chosen as

the Top Mobile Handset Company of the year as well as the

Green Company of the Year (Nokia.com). Nokia India for

the last six consecutive years has been winning the No 1

1Telecom and Equipment vendor but especially 2009 year is

the recognition for its take back campaign.

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Nokia's Initiatives in Green:

year Initiatives

December,2008 Nokia’s first recycling awareness drive

in South Africa.

January,2009 The theme is green also in India in

2009.

February,2009 Nokia wins tip environmental awards.

June,2009 Raising awareness on mobile of mobile

phones recycling in the middle east.

August,2009 Nokia wins green company of the year

award I India for its take back

campaign.

September,2009 Dow Johnes Index names Nokia as

world’s most sustainable technology

company

October,2009 Nokia’s Jucu factory in Romania is one

of the world’s leading green building

November,2009 Nokia rewarded for innovation for

sustainability

November,2009 Nokia’s gurgaon office in India receives

prestigious green Building Award

January,2010 Nokia promotes mobile phone recycling

in Kenya

January,2010 Nokia among the top 5 on the list of the

world’s most sustainable companies

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NOKIA DESIGNING & RECYCLING:-

The Nokia designers try and make sure to design a new device which is

friendly to the planet as much as possible. designer think carefully about

the materials they use and the choice is made for eco-efficient recycling

companies to take care of rhea recycling of Mobilephones 65-80%of the

Materials in a nokia mobile phones.65-80% of the materials in a nokia

mobile phone can now be recycled and given a second life.best practices

can recover 100 percent of the materials –partly as energy.cover parts of

nokia phones are clearly marked recyclable. Effective end-of-life

practices close the life-cycle loop, putting every and material back into

circulation.End of life practices include recycling of electronic waste

coming from operations. Supplier operations and from the devices

dropped off for recycling. production scrap, invalid or obsolete

components and mobile devices from nolia employees, as well as old IT

equipment are all cycled. the goal of the nokia operation team is to

reduce all waste to a minimum.

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Nokia T ake Back Recycling P r ogram :-

The Nokia Take-Back program was launched in India through a pilot on

January 2009 across the cities of Bangalore, Delhi, Gurgaon and

Ludhiana. As a part of the program, Nokia committed to plant a tree

sapling for every handset dropped, irrespective of brand or model, into

one of its recycling bins. In India, under the Take-Back program, Nokia

has set- up a recycling infrastructure across the country with over 1300

recycling bins installed at Nokia Priority Dealers and Nokia Care

Centers nationally. The company has also launched a unique SMS

campaign wherein customers can get to know about the nearest Nokia

mobile waste collection point by simply sending an SMS

(www.Nokia.com).The objective of this campaign was to inculcate r e s

p o n s i b l e r e c y c l i n g behaviour amongst consumers. The

company encourages mobile phone users to dispose their used handsets

and accessories such as chargers and headsets, regardless of the brand, at

any of these bins and ensures proper end- of-life treatment for the

waste collected. Promotions and awareness were through the use of

print media, outdoor hoardings and information shared through 1,300

outlets and as an outcome of handsets, accessories and batteries of

almost 3 tonnes. Nokia gave surprise gifts to all who dropped in their

handsets in the recycling bins and committed to planting a tree against

every handset dropped. Already 10,000 trees have been planted. From

June this year, the campaign is being rolled out in phases across 15

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cities. This is the first ever campaign in the telecom sector in India that

has focused on creating consumer awareness on recycling and urging

consumers to contribute to the well-being of the environment.

Conclusion:-

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Green Technology holds tremendous potential to meet our energy

challenges and to create new opportunities. There is an unprecedented

degree of consensus today that our nation faces significant energy

challenges that threaten to impact our economic competitiveness,

national security and the global environment. Ensuring a sound energy

future is one of the most urgent policy challenges facing our nation and

indeed the global community. This challenge depends largely on our

nation builders in fostering innovations and new technologies

that can fundamentally modify our energy future to a paradigm shift

that is based on new sources of supply and new patterns of demand. At

the same time, technological progress and Innovation are creating

tremendous new opportunities for a sound energy future. Innovation,

fostered by visionary entrepreneurship and visionary public policy,

can lead the way to addressing our nation's energy and environmental

challenges. Increased efficiencies, innovators are responding with a

range of green energy solutions. Companies across industries are

increasingly adopting engineering, design and manufacturing

approaches to drive changes in products and processes that save energy

as a means of improving the environment and keeping the planet green.

Today's corporate world has given new meaning to eco-nomics. Most of

the ICT companies have followed the go green concept but still the

need is to make the complete green value chain technology.

Recommendations:-

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1. Parameters for measuring green initiatives As Nokia, Apple

Idea, IBM &others have highlighted about their concern towards green

technology for the complete value chain .The measuring parameters for

eco-friendly product designing must be more transparent to the world

2. Allocation for R & D facilities :-State based allocation

for the R & D facilitie and Energy sources. Models for

product manufacturing should be based on minimum energy

utilizing sources The allocation of energy sources should be

based on the trade- o ff b e t w e e n t h e d e m a n d a

n d a c t u a l consumption of the organization

3. Green Value chain: The Corporates must apply green

technology to the complete value chain. The product

development cycle should adopt the green technology for

designing, manufacturing and recycling.

4.Targeting youth & next generation:

Awareness through Social media may be adopted for making the

next generation & youth more concern about the green.

BIBLIOGRAPHY

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www.wikipedia.com

www.nokia.com

www.asnwers.com

www.youtube.com

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Research Method Used :-

Research is a systematic purposive investigation looking for the facts

through verifiable methods in order to establish a relationship between

them and to conclude from them broad principles or laws.

This project report is based on Exploratory Research, that is, I have

conducted a preliminary study of an unfamiliar problem. I have done it

to generate new ideas or increase my familiarity with the problem.

Generally the methods used are literature survey, experience survey,

case studies websites etc.

Data Collection Method

There are two categories of data collection methods: Primary and

Secondary. I have used both sources of data. The sources include

websites, text book and reference books. Details of these sources are

available in Bibliography and Webliography.

29

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