Google Energy Shifts into Renewables

by: Andrew Hoffman

Publication Date: April 3, 2012
Length: 14 pages
Product ID#: 1-429-226

Core Disciplines: Strategy & Management, Sustainability

Partner Collection:

Available Documents

Click on any button below to view the available document.

Don't see the document you need? Don't See the Document You Need?
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.


Need to make copies?

If you need to make copies, you MUST purchase the corresponding number of permissions, and you must own a single copy of the product.

Electronic Downloads are available immediately after purchase. "Quantity" reflects the number of copies you intend to use. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.

Teaching Note

This product has a teaching note available. Available only to Registered Educators. Please login to view it.


Google has been widely criticized for its data center energy usage. Google Energy, a recently created subsidiary, has successfully responded to this criticism but must now formulate an expansion strategy. If successful, the expansion is expected to strengthen Google’s image as an industry leader in energy procurement, provide strong financial returns, and create a lucrative new market. However, this initiative has high risks. The team must evaluate: Were its current efforts enough, or were they just the baseline? How far should Google go to address the environmental impacts of its operations? This case was written under the supervision of Professor Andrew Hoffman by graduate students Benjamin Bunker, Jennifer Foster, Jason Levine, Rodrigo Sanchez, Gaurang Sethi, and Geroge Tan.

Teaching Objectives

After reading and discussing the material, students should:

  • Identify the risks and benefits of pursuing sustainability as a core corporate objective.
  • Illustrate how and why an industry leader may pursue a corporate sustainability strategy.
  • Present the difficulties surrounding diversification into the energy market and the risks associated with renewable energy investments.
  • List the public relations and political consequences of adopting sustainability as a core mission.