In September 2009, Chinese President Hu declared that China would reduce the amount of carbon dioxide it emits by a notable margin by 2020 and work to develop a green economy. At the same time, the Chairman of the largest telecom company in China (China Mobile) was awaiting the release of his company’s third CSR report, as well as the conclusion of the Green Action Plan, a comprehensive, company-wide environmental strategy. The Green Action Plan target aimed to reduce energy consumption by 40% per business unit by 2010 compared to 2005 levels and prevent the use of 8.2 billion kWh of electricity. To date, Chairman Wang had been able to meet the expectations of both public shareholders and the Chinese government by subscribing the greatest number of mobile users in the world. At the same time, he had established a CSR program that would enhance the company’s brand image and advance profits. This case examines whether the firm’s environmental strategy could support the firm’s business strategy.
Integrating Environmental Goals and Firm Strategy: China Mobile and Climate Change
by: Jacob Park, Rick Bunch
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