Green Strategy In Verne Global Company


1.1. Background

Today, due to the environmental protection and burden of economy on industry, organisations are moving towards re-evaluation of their strategies. The companies nowadays are moving towards green management and formulation of strategies for ensuring protection of environment. This report is about strategic analysis of Verne Global for the steps taken for reducing carbon emission in case of green management. Green management is a corporate social responsibility in today’s corporate world and it has become very important because of different reasons that affect mankind and environment (Yadav et al, 2016). The key aspects of business are continuously changing due to advancement in technology, globalisation and other different factors. Different researches were conducted for exploring the influence of green management on performance and reputation of companies. This study is conducted for exploring the influence of omitting carbon emissions as an aspect of green management on reputation and success of companies. The major challenge in case of green management is people management and knowledge management for incorporating the system in an effective way. In addition to this, there is a need of focusing on change management in individuals’ attitude and acceptance on permanent basis. A powerful moral sense and green sense of social responsibility is developed by companies. Ethics is demanded by consumers as a top priority. Green technology is the use of environmental science for conserving the natural environment and resources (Ko et al, 2013).

In the end of 2007, Verne Global was founded by three entrepreneurs. It was called as a technology visionary in Iceland. Verne was involved in taking data of customers that was traditionally stored in bigger metropolitan areas like New York, San Francisco and London. Verne Global is a famous data centre company that includes computer servers, systems of storage and infrastructure of telecommunication. It provides its customers an assistance of preserving their critical data assets. Verne is just like a colocation company in which space is provided to customers for storing their data. The aim of Verne is to give customers 24/7 access to power, space, connectivity of bandwidth and cooling. The company is involved in giving space to companies on rent for locating their server and equipment related to telecom section. Verne uses infrastructure equipment like systems of UPS and power generators for retrofitting the facility. Although there are many components of value proposition for Verne, but one of the major aspects of value proposition is power. The power of Verne is less expensive and it has greater supply of power as compared to other major data centre hubs in the world. By 2009, due to increased global concerns about carbon, a carbon market was developed. Verne has decided to get involved in green strategy. In order to implement the green strategy, the company decided to take steps for omitting carbon. It is important for Verne to know about the benefits of developing and implementing green strategy. In order to know this, the present research is conducted for analysing the influence of green strategy on reputation and success of Verne Global Company.

1.2. Statement of Problem

In almost all kinds of industries, the environmental awareness has been increased due to the impact of change in climate, increased pollution and depletion of non-renewable resources. A key challenge faced by companies in 21st century is to find the ways of addressing change in climate and reducing greenhouse gas emissions (Dickinson et al, 2013). According to Zailani et al (2015) in recent years, consumers have got awareness of the damage caused on environment due to the business practices. The companies have to face pressure by government regulatory bodies and pressure groups for adopting green practices. Due to the increased consumption of electricity in Verne Global Company, the owner of company thought about implementing green strategy and spending time on doing research on carbon market. The company has to face difficulty due to increased carbon emissions, so the owner decided to focus on implication of phenomenon for offsetting carbon emissions in data centre industry for the first time. This research is done for knowing that whether or not Verne Global Company will be able to build positive reputation of company and getting long term success.

1.3. Research Questions

The research is conducted for getting answers of following questions;

  • How green management practices are used nowadays in companies?
  • What are the advantages of offsetting carbon emissions by companies?
  • Is there any impact of green strategy on reputation and success of Verne Global Company?

1.4. Research Aim and Objectives

The aim of this research is to identify problems faced by Verne Global Company regarding green management and to recommend solutions.

Following are objectives of this research;

  • To critically analyse the green management practices of companies.
  • To identify the benefits of offsetting carbon emissions by companies.
  • To analyse the impact of green strategy on reputation and success of Verne Global Company.

1.5. Structure of Report

The report consists of five chapters in total; first chapter is introduction in which brief overview of research issue is given. In addition to this research aim, objectives and questions are also identified in this chapter. The next chapter is literature review in which critical analysis of previous studies conducted on the topic is done. After this, in third chapter all those techniques and methods are identified that are used for conducting the research. The fourth chapter is analysis and findings in which data collected in this study is analysed using tools and techniques. In the end, summary of findings is given.




2.1. Summary of Case

This case study is about Verne Global company that is located in Iceland as a data centre management company. The aim of Verne is to give customers 24/7 access to power, space, connectivity of bandwidth and cooling. The company is involved in giving space to companies on rent for locating their server and equipment related to telecom section. Verne uses infrastructure equipment like systems of UPS and power generators for retrofitting the facility. Although there are many components of value proposition for Verne, but one of the major aspects of value proposition is power. The power of Verne is less expensive and it has greater supply of power as compared to other major data centre hubs in the world. This case is typically related to the issues faced by Verne related to carbon and other green gas emissions. The management of company has taken a decision of focusing on green management in order to reduce gas emissions (Husain, 2015). 

2.2. SWOT Analysis of Verne Global Company

SWOT analysis is a strategic tool with the help of which firms become capable of analysing their current as well as future condition and formulating a strategy and plan for future life. S is for strengths, W for weaknesses, O means opportunities and T stands for Threats. By analysing strengths and weaknesses, internal factors are identified and through identification of opportunities and threats external factors are analysed. It helps companies in dealing with different issues. It also assists in analysing competitors and market position. The management of Verne Global Company requires SWOT analysis for the purpose of developing green strategy (Hollensen, 2012). In order to implement green strategy related to carbon emissions, Verne Global Company has to analyse strengths, weaknesses, opportunities and threats for analysing situation of company.

2.1.1. Strengths of Verne Global Company

  • The most significant strength of company is that its power is less expensive
  • Vast skills, expertise and knowledge of creating protected environment
  • Use of advanced technology for the purpose of bringing innovation
  • Use of different kinds of connectivity (GSM, VPN, MNS, MLLN), so this makes the firm capable of catering any type of customer need. It also makes easier for company to give redundant backup connection.
  • There are different experienced business units of company.
  • The growth rate of company is high.
  • Verne Global Company has highly skilled and qualified employees.
  • Use of substantially cheaper power
  • Long-term power contracts signed with customers (Rennie-Short, 2013)


2.1.2. Weaknesses

  • There is lack of customers’ awareness about the business
  • There is lack of knowledge about calculation of power expense
  • The management does not calculate customers’ power consumption
  • Due to the operations of business, high emissions of carbon dioxide are resulted (Christiansen, 2014).
  • In Verne, there is lack of proper training to employees about the use of technology
  • There is un-availability of sufficient human resource for data centre operations
  • In Verne, there is a presence of the high non computer sitting of staff
  • Verne consists of high cost structure
  • In Verne, staff has lack of high level of commitment and loyalty.

2.1.3. Opportunities

  • Sale of credits through voluntary markets like Chicago Climate Change
  • Having partnership with its utility provider for selling renewable energy certificates to customers and other third parties
  • Directly charging premium to customers for creating value of their net carbon reduction in comparison to a comparable data centre (Chen et al, 2012)
  • In future the company can focus on international expansion
  • Verne can do acquisitions with other different data storage facilities providing companies
  • There is a constant increase of income level
  • The company can focus on venture capitalization
  • Regional set up of company for helping customers in reducing their cost of Bandwidth distance.
  • Increased revenues by providing connectivity offers to customers at lower cost.
  • Small business units can be provided with readily available servers at lower cost (Chowdhury et al, 2013).

2.1.4. Threats

  • Iceland has to face different economic crisis and due to this reason companies operating there also have a fear of getting negatively affected by those crisis. Due to these crises, customers of Verne also get confused about reliability of Verne. Due to economic crisis, company has to face a fear of permanent collapse.
  • Issues related to the availability of bandwidth and latency problems: it is cited by most of customers in Iceland that they often face difficulty in getting access to bandwidth, so it becomes an issue for them to locate their data centres there. So, this can prove to be a major threat for Verne (Wang and Khan, 2013).
  • There can be a fear of unknown
  • There are less barriers to entry in data centre market
  • The company has to face threat of earthquake or any other geographical incident: Iceland is located along Middle-Atlantic Ridge. This location is subjected to periodic earthquakes over a period of time. Although Verne is located in Keflavik, that is a safe site over there, but there are chances of facing earthquake or any other geographic incident. This can completely destroy the business of Verne.
  •  The government of Iceland can increase the tax rates
  • In future the prices of raw materials can be increased, due to which the overall cost of business will be increased.
  • The company will have to pay high rate of interest
  • The competition rate is high and due to this the profitability of business can be negatively affected (Hollensen, 2015).




3.1. Problems identified in the case

Although Verne Global Company was working well in data center industry, but it had to face various problems due to changing trends in the market. Following are some problems that have been identified in the case of Verne Global Company;

  • Increased emission of carbon
  • Increased emission of green gases
  • High consumption of power
  • Change in climate
  • Negative impact on environment
  • Increased consumers’ concern about green management
  • Negative impact on health of animals
  • Bad impact over trees due to carbon emissions

3.2. Main Problems

3.2.1. Carbon Emission

One of the major issues was the increased carbon emissions. Due to increased carbon emissions, there is a possibility that consumers would shift their data centers to some other places. In atmosphere, carbon dioxide is entered due to burning of fossil fuels (like coal, oil and natural gas), trees, products made of wood and also due to some chemical reactions (Prado-Lorenzo et al, 2009). According to Allen et al (2013), electricity is considered to be a key source of energy and data center industry uses this for generating power. In U.S fossil fuels are burnt for generating electricity and due to this high level of carbon dioxide are emitted in the environment. For producing some specific amount of electricity, igniting coal produces more carbon dioxide gas rather than oil or other natural gas. This emission of carbon dioxide results in creating harm for the society and environment.

3.2.2. Emission of Green Gases

In addition to carbon gases, the data center business also causes emission of other different green gases due to which the environment gets polluted. Due to more emission of greenhouse gases, higher concentrations are created in atmosphere. The concentrations of greenhouse gases are evaluated in parts per million, per billion and per trillion. This problem results in bad reputation of company and reduced sales of company (Romm, 2014).

3.2.3. Power Consumption

Another problem is high consumption of power during business operations. It is estimated that data centers of US consume 1.5% of total power of US. Due to this problem, it is warned by analysts that energy crisis will be resulted. It was estimated by EPA that by 2011 more than 124 billion killo-watt of energy would be consumed by data center industry, due to which there would be a need of constructing ten power plants. Moreover, power rates are increasing, so cost would be doubled (Blok et al, 2012). 

3.3. List of Related Models and Theories

3.3.1. Carbon Emissions

·Stakeholders Theory

·Green Business Model Innovation

·Corporate social responsibility

3.3.2. Green Gases’ Emissions

·Integrative Theory

·Ethical Theory

3.3.3. Power Consumption

·The Classic Model

·The Stakeholder Model

·The Sustainability Model of CSR

3.4. Literature Review of Models and Theories

In increased competitive business world, companies have an increase concern for sustainability. They are considered as the reason of environmental challenges faced by companies but also as a major contributor to the creation of sustainable development and a sustainable future. There is a need of making more by companies with the help of resources. In companies, new technologies are developed for increasing their level of productivity and performance (Babiak and Trendafilova, 2011). It has become important for firms to become innovative in order to survive in the industry for long term but in addition to this there is also a need of focusing on approaches towards environmental protection. There is a need of developing a policy for ensuring un-exploitation of scarce resources and protection of environment in which they operate. Companies have to focus on green management in order to build positive reputation in industry and increasing sales (Renwick et al, 2013). There are different theories related to environment protection and green management practices of companies;

3.4.1. Stakeholders Theory

According to Harrison and Wicks (2013) stakeholder theory is model of organizational relations between the organization and its partners linked economically and environmentally with it. According to stakeholder theory, it is the responsibility of a company to give proper value to all of its stakeholders.

Image result for stakeholder theory

The company is bound to consider needs of its shareholders first and getting their views and ideas while taking any decision. It is important for a firm in order to improve its means of subsistence and durability. The stakeholders’ theory helps in identifying those individuals and groups that can be affected by operations of business. So, for getting long term success and better reputation of company, it is important for companies these days to focus on fulfilling needs of its stakeholders and protecting them through all means (Bridoux and Stoelhorst, 2014).

3.4.2. Green Business Model Innovation

Green business model innovation is when a business changes part(s) of its business model and thereby both captures economic value and reduces the ecological footprint in a lifecycle perspective (Schaltegger et al, 2012). Generally, according to this model it is assumed that;

  • More parts of a changed business model have a green impact
  • Businesses have to bring changes in their designs, alternatives and products for ensuring green change.

According to green business model innovation, companies have to focus on effective green management and for this they should change their business models. This change has many positive economic and environmental impacts on businesses as well as society. Green business model innovation might not always due to one-time change with an objective of green and economic impact but be a result of continuous efficiency of business (Bocken et al, 2014).

3.4.3. Corporate Social Responsibility

Corporate social responsibility is a type of corporate self-regulation linked with business model. It is functioned as a self-regulatory process according to which a company focuses on monitoring and ensuring its active compliance with law, ethical norms and local or international standards (Pedesen, 2015). According to CSR, it is the responsibility of firm to give value to its stakeholders. The company has to get involved in activities through which society can get benefits. Green management is one of the key aspect of corporate social responsibility.

Source: (Clapp and Rowlands, 2014)

Korschun et al (2014) stated that the aim of CSR is increasing long term profitability and shareholder trust with the help of positive relations with public for reducing business and legal risks. With the help of CSR strategies, companies are encourages to make positive effect on environment as well as stakeholders. CSR helps companies in fulfilling their mission and serve as a guidance to what is represented by company for its consumers. Corporate social responsibility is the contribution of firms to sustainable development and showing their responsibility towards social and environmental effects of their activities. 

3.4.4. Integrative Theory

According to this theory, the main goal of companies must be to maximum the satisfaction level of people living in society. There are four approaches of this theory; management issue, corporate social performance, public responsibility and stakeholder management. The first approach is relevant to the steps taken by an organization in response to political and social problems. With the help of this, companies become capable of effectively performing its public responsibility (Glavas, 2016). According to the second approach, companies use public standards and legal regulations for locating the community. The last approach is relevant to the management of stakeholder that has an aim of balancing the identified interests of all important stakeholders. According to this theory, a company should specify some procedures and social legitimacy for responding to social problems and requirements. By searching the social problems and demands, companies become capable of fulfilling the unmet needs of community (Garriga and Melé, 2013).

3.4.5. Ethical Theory

According to this theory, it is stated that companies must focus on right paths for creating a good community. There are four approaches of this theory; normative theory, sustainable development, common good and universal rights. According to these approaches, companies should focus on fulfilling fiduciary duties towards stakeholders. Moreover, rights of humans and environment must be considered by company in an ethical way.

3.4.6. The Classical Model

It is argued by Classical Model that society can be best served through different institutions and each institution performs some specific function. The basic function of companies must be economic rather than social. The basic aim of companies should be maximization of profits and acting in best interest of stakeholders (Bondy et al, 2014). According to this theory, it is believed that an individual is the key of a value system. Classic theorists argue that people work together in mutually satisfying exchanges those results in development of most efficient economic system. For fulfilling their institutional responsibility to community, companies must limit those social activities through which cost is added and profits are reduced (Pérez and Del Bosque, 2015).

3.4.7. The Stakeholder Model

According to Frynas and Stephens (2015), the believers of Stakeholder Model argue that interests of stakeholders must be used for driving the organization, rather than interests of stockholders (as claimed in Classical Model). According to Stakeholder Model, organizations have to consider the effect on major stakeholders while taking decisions.

Image result for the stakeholder model of CSR

3.4.8. The Sustainability Model of CSR

According to Bhaduri and Selarka (2016) another model related to CSR is sustainability model of CSR. The main idea behind this model is that there must be economic viability in an organization for the long run. The company should generate higher profits by reducing its costs. For the survival of a company, it must ensure generation of profits. The link between sustainability and CSR is simply the belief that long run prosperity of company depends on well-being of its stakeholders. So, on the basis of this, it is analysed from this theory that companies should focus on its stakeholders while earning profits.

3.4.9. The Constituency Model of CSR

In accordance with this view, companies need to manage a balance in between interest of shareholders and non-shareholders. According to this model, the management should not give high priority to shareholders over non-shareholders. They must be treated on equal basis. It means company should take care of the interest of stakeholders as well like customers, suppliers and so on (Bondy et al, 2012).

3.5. Sources of Data

The data for present study is collected through secondary sources. Secondary data is referred as a data collected by someone other than the user of that data. With the help of secondary data, the time is saved that would otherwise be spent on collection of data and specifically in case of quantitative data. Secondary data also helps in understanding deeply about the problem (Ellram and Tate, 2016). The sources used for data collection were books, journals, case study, websites, publications and other internet sources.


Image result for secondary data


In current research, different theories were studied for analysing the problems faced by Verne Global Company while operating data centre in Iceland.

4.1. Implementation of Stakeholders’ Theory

As studied in previous section that according to stakeholders’ theory, a company has a responsibility of giving value to all of its stakeholders. In case of Verne Global Company, stakeholders are its customers, suppliers, distributors, employees and so on. So, according to this theory, the management of firm should implement those practices through which they can provide value to company’s stakeholders (Bhaduri, S.N. and Selarka, 2016). For example, it has been studied from the case that the data centre industry results in high emission of carbon gases that creates negative impression of the firm in minds of customers and other stakeholders. So, in order to create positive reputation of company in industry, it is important for Verne Global Company to give value to customers and implement strategies for reducing carbon emissions.

4.2. Implementation of Green Business Model Innovation

According to Ko et al (2013) in order to get long term success and positive image in data centre industry, the management of Verne Global Company have to make efforts for changing the business model. To some extent, the company had already implemented this model in their business practices. The management of company has introduced three basic flexible mechanisms for controlling carbon emissions. These three mechanisms are emission trading, clean development mechanism and joint implementation. These mechanisms were implemented by the Verne Global Company for establishing global marketplaces for the exchange of gas emissions. So, the implication of these practices resulted in changing the business model of Verne Global Company.

4.3. Implementation of Corporate Social Responsibility

As the name suggests, this theory is typically linked with society in which a company operates it business (Garriga and Melé, 2013). According to this theory, Verne Global Company has a responsibility of getting involved in those activities through which society can get benefit. The management of Verne Global Company has to focus on safety of environment in which it operates its business. All those operations need to be closed or managed in a way through which environment can be protected. As business operations of Verne Global Company cause emission of carbon, so, due to these emissions the environment like trees, natural habitat, human beings and animals are adversely affected. In accordance with CSR approach, Verne Global Company should keep the external environment safe and protected while doing its operations (Yadav et al, 2016).

4.4. Implementation of Integrative Theory

From the analysis of case, it has been found that Verne Global Company is using advanced technologies for the benefit of people to whom it provides its services. The use of new technologies helped Verne Company to store large amount of data on multiple servers. This has helped the firm in reducing the physical space required to store the data. With the help of high level of virtualization, the company had become successful in reducing negative effects of physical operations on environment and people living in society (Blok et al, 2014). So, it can be said that to some extent the company has followed integrative theory but there is still a need of following second approach of integrative theory, according to which Verne Global Company should follow public standards and legal regulations while operating.

4.5. Implementation of Ethical Theory

The analysis has shown that management of Verne Global Company is facing an issue of green gas emissions. Although the company is doing business for fulfilling data storage needs of customers, but due to the result of green gas emissions, the business results in unethical practices. In order to improve image of company in the industry, the company should ensure to follow ethical practices. Zailani et al (2015) stated that it should adopt those practices through which green gas emissions can be reduced. Moreover, Verne Global Company has followed ethical theory by considering rights of employees working within the firm.

4.6. Implementation of the Classical Model

From the case analysis, it has been found that in Verne Global Company, the value proposition is the use of less power. It helps the company in reducing costs and earning high profitability. Moreover, it is also beneficial for stockholders of the firm, as it helps in reducing cost and increasing profitability. So, through this activity of low power consumption, company focused on benefit of stockholders. This finding is in contrast with the study conducted by Bridouxand Stoelhorst(2014) in which it has been stated that companies nowadays should focus on value of stakeholders rather stockholders. It helps firms in improving image and reputation of company which results in long term success. By focusing value of stockholders, company can get high profitability but only for short term, but through stakeholders’ value they can get long term success.

4.7. Implementation of the Stakeholder Model

For ensuring success and positive reputation of company, the case analysis has shown that Verne Global Company has to focus on adoption of stakeholder model. On the basis of this model, proper value must be given to stakeholders while taking important decisions. Like, if company is willing to install any new machine then it should analyse all of its potential drawbacks and negative impacts on environment and society (Harrison and Wicks, 2013).

4.8. Implementation of the Sustainability Model of CSR

According to this model, the company should first focus on company’s financial performance and then on society. It is important that companies need high profitability for their survival, but Verne Global Company should consider society and environment, along with high profitability.

4.9. Implementation of the Constituency Model of CSR

The analysis of case has shown that in order to ensure both profitability as well as positive reputation in data centre industry, management of Verne Global Company must focus on value of both shareholders as well as non-shareholders who are actually stakeholders of company. At the time of doing business by using high technology, it should focus on reducing costs, increasing profitability along with considering benefits of society (Korschun et al, 2014).


5.1. Main Problem

5.1.1. Adverse Impact on Environment

Verne Global Company is a data centre firm that helps its customers in storing large amount of data. The data centres accounts for more than 3% of country’s energy and it is increasing at 12% rate per year. It has been estimated by Larcher Tarascon (2015) that use of electronic devices will be doubled in 2030. Although, people as well as businesses in Iceland are getting a lot of benefit from business operations of Verne Global Company, but along with this the business operations are creating some adverse impacts on environment of society. The future of nation’s energy and capability of building clean environment is affected by activities done by companies for running their business. The global addiction of using dirty energy has many adverse effects on health of societies as well as global environment. With the increased addiction of using data centres, the size of issues is also increasing (Deng et al, 2014).

The management of Verne Global Company is in need of taking the responsibility to reduce the use of dirty energy that stands to profit with an increase in utilisation of technological clean energy solutions. According to Romm (2014) as a technological firm, the company should manage their energy needs for ensuring protection of environment.

5.2. Solutions to the Problems

Following are some alternative solutions that can be used by management of Verne Global Company for reducing negative impacts of business operations like increased carbon emissions, green gas emissions and use of electricity.

5.2.1. Better use of energy and devices

  • Use of energy star equipment: The management should ensure that devices used in company like personal computers and other similar devices have Energy Star certification label on them. They should those computers and devices that use less energy as compared to others.
  • The devices and computers used in company must have activated power management feature on them. Different computers should be plugged in to a power strip and it must be shut off at the end of each day. In case of using electric adaptors, the energy is continuously used by devices even these are switched off, so this causes gases’ emissions. By switching off power strip, the wastage and emission of gases can be controlled (Borggren et al, 2013).
  • The bulbs with low output must be replaced with compact fluorescent bulbs. Moreover, bulbs with high output must be replaced by halogen bulbs. There must be a use of LED bulbs instead of incandescent bulbs with in the offices.
  • In order to reduce emission of carbon gases, green gases and high power consumption, energy-efficient lighting, air conditioning, heating and ventilating systems should be used. The cost of these must be kept as low as possible.
  • In contrast to classical model of CSR, the management of Verne Global Company should not only focus on profitability for benefit of shareholders (Huisingh et al, 2015). Rather than this, old boilers, air conditioning equipment and heating equipment should be replaced in appropriate time. In addition to this, solar systems must be installed for generating energy.
  • There must be installation of sealed air leaks system within the rooms and offices in order to reduce emission of gases in air.
  • The insulation system of company should be made strong by installation of insulators having better properties.
  • Instead of using electrically powered light, natural lights should be used. The walls of offices must be painted with light colors for enhancing the impact of natural light.
  • For reducing electrical demands of air conditioning, heat coming out from natural lighting or glass films must be controlled. There must be proper plantation of trees for providing natural shading during warm weather (Devabhaktuni et al, 2013).
  • The management should formulate and implement an internal policy through which employees can be motivated to switch off lights, devices and all equipment before leaving the office. For this purpose, they should use stickers of switch-me-off as reminders.
  • The settings on thermostat should be altered for reducing the use of heating and air conditioning equipment.
  • In place of loading areas, there must be installation of air infiltration barriers.
  • Moreover, the company should conduct audit for checking energy saving system within the firm (Mahlia et al, 2014).

5.2.2. Effective use of paper

  • The post-consumer-waste (PCW) content of paper must be recycled on regular basis.
  • Despite of igniting and throwing waste papers, they must be recycled properly.
  • In case of documents that have to be used within the company, the printing should be done on both sides of paper. In order to conserve paper, the margins on documents should be narrowed.
  • The use of emails and electronic communication should be increased, instead of using papers for the purpose of faxes (Delucchi et al, 2014).

5.2.3. Employee Travel

  • According to Qureshi et al (2016), the employees of company must be encourages to use vehicles that are energy-efficient. There must be introduction of car-sharing programs in the office. The employees should be made capable of understanding the importance of reducing gases’ emissions.
  • The timings and working arrangements of employees should be set in such a way that their time of using computer devices can be reduced. This would help in reducing emissions of carbon and other gases.
  • The conferencing with external persons and departments should be done through the use of internet for avoiding unnecessary travel and linked carbon emissions.

5.3. Recommendation for Best Fit Solution

In order to solve the main problems being faced by Verne Global Company, the best possible solution is better use of energy and devices within the firm. In contrast with other solutions suggested in previous section, this solution is proved to be best suitable as this particular solution is in hand of management. The management can effectively manage all practices suggested regarding effective use of energy and devices(Deng et al, 2014). There is a strong link between consumption of energy and emission of carbon dioxide. With the help of this, high level of energy can be preserved and carbon emissions can be reduced. In technical companies, wind tribunes are not underwritten for their data centers or to embrace renewable energy out of some selfless concern for the society and environment. By focusing on ways of reducing energy consumption, the management will become capable of reducing green gases and carbon emissions. This will help in building positive reputation of company in the data center industry. Moreover, the approaches for reducing energy consumption are in hands of management. Like in case of controlling employee travel, management has to face a lot of difficulty (Mahlia et al, 2014). The cost required in renewable power sources is far less than other commodities such as coal. So, this will also help in reducing cost and increasing profitability. There are different options to reduce emissions of carbon dioxide from the energy system while still giving energy services in the firm. This will include implementation of renewable energy technologies like solar, hydro, biomass, geothermal and wind in an appropriate way that can help in providing energy services. From most of these technologies, very few amount of carbon dioxide is emitted (Qureshi et al, 2016).

5.4. Action Plan for implementation of recommendation solution









Purchase of energy star equipment








Implementation of power strip system








Replacement of bulbs








Installation of sealed air leaks system








Formulation of internal policy for switching off all devices before leaving








Implementation of renewable energy technologies








5.5. Limitations and rooms for future research

In current research the importance of green management practices has been analysed by analyzing the problems faced by Verne Global Company regarding green management. In future cases of some other companies should also be critically analysed to draw some conclusions. Moreover, current study has used only secondary data but in future primary data can also be collected for adding human element in the research.



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