Human
Resource
Management
and
Environmental
Sustainability
Lessons
Learned
from
Swiss
Companies
Master
Thesis
Institut
für
Strategie‐
und
Unternehmensökonomik
University
of
Zurich
Chair
of
Human
Resource
Management
Prof.
Dr.
Bruno
Staffelbach
Major:
MA
of
Arts
in
Economics,
Betriebswirtschaftslehre
Subject:
Human
Resource
Management
Autor:
Serafin
Bäbler
Adresse:
Bülachstr.
5i
PLZ
Ort:
CH‐8057
Zürich
E‐mail:
[email protected]
Matrikelnummer:
04‐705‐364
No.
of
Semesters:
10
Due
Date:
August,
27th
2010
HRM
and
Environmental
Sustainability
II
Abstract
The
present
master
thesis
examines
the
field
of
corporate
environmental
strategies
and
corresponding
human
resource
management
practices.
It
is
the
aim
of
this
work
to
de‐ velop
a
typology
for
corporate
environmental
initiatives
and
therefore
be
able
to
assess
the
company’s
strategy
with
the
help
of
three
ideal
types:
First,
the
companies
who
follow
a
type
A
strategy
see
environmental
issues
as
a
risk,
which
is
to
be
mitigated
and
they
therefore
establish
a
corporate
control
strategy.
Second,
firms
that
follow
a
type
B
strategy
recognize
environmental
matters
as
an
opportunity
for
new
business
models
and
transform
their
processes
and
core
values
to
‘green’
business
activities.
The
third
way
incorporates
elements
form
the
type
A
and
B
at
the
same
time.
During
the
development
and
the
execution
of
a
corporate
environmental
initiative,
sev‐ eral
units
of
the
organization
contribute
in
a
joint
process
and
by
doing
so
different
roles
are
taken.
One
important
contributor
for
an
initiative
is
the
human
resource
man‐ agement
of
the
firm.
Based
on
the
typology
of
initiatives,
the
requirements
to
the
hu‐ man
resource
activities
are
elaborated.
Three
case
studies,
which
are
developed
through
qualitative
research
methods,
describe
environmental
initiatives
from
Swiss
firms
and
outline
lessons
learned
from
these
firms.
All
in
all,
ten
specific
lessons
learned
are
derived
from
the
case
studies.
The
findings
are
analyzed
and
discussed
with
the
consideration
of
the
respective
strategic
background
of
the
company.
The
lessons
learned
describe
the
impact
of
training
on
the
employee’s
understanding
of
the
environmental
matter.
Moreover,
the
way
of
management
sup‐ port
is
analyzed
in
the
different
strategic
contexts
of
the
companies.
A
further
lesson
learned
describes
the
importance
of
the
application
of
the
topic
of
environmental
sustainability
to
the
specific
tasks
of
the
employee
to
raise
the
awareness
for
the
im‐ portance
of
the
matter.
Additionally,
the
need
for
the
integration
of
the
environmental
initiatives
into
the
human
resource
processes
is
explained.
These
are
only
some
of
the
fields
which
are
covered
by
the
lessons
learned
form
the
case
studies.
All
things
considered,
the
master
thesis
provides
a
framework
for
analysis
of
environ‐ mental
initiatives
and
related
lessons
learned
about
effective
human
resource
man‐ agement
activities
and
corresponding
roles.
HRM
and
Environmental
Sustainability
III
Table
of
Contents
List
of
Figures .........................................................................................................................................V
List
of
Tables...........................................................................................................................................V
List
of
Abbreviations .............................................................................................................................VI
1
Introduction............................................................................................................................. 1
1.1
Research
Questions ............................................................................................................... 2
1.2
Delimitations ......................................................................................................................... 3
1.3
Structure................................................................................................................................ 3
Part
A:
Theoretical
Considerations
2
Environmental
Sustainability
and
Corporate
Strategies............................................................ 4
2.1
The
Green
Wave .................................................................................................................... 4
2.2
The
Environmental
Sustainability
Paradigm .......................................................................... 9
2.3
Impact
of
Environmental
Sustainability
on
Corporate
Strategies ....................................... 12
3
Corporate
Environmental
Initiatives....................................................................................... 19
3.1
Definition
of
Corporate
Environmental
Initiatives .............................................................. 19
3.2
A
Typology
of
Corporate
Environmental
Initiatives............................................................. 22
3.2.1
3.2.2
3.2.3
Type
A:
Green
as
Threat
–
Corporate
Control
/
Risk
Mitigation ...........................................24
Type
B:
Green
as
Opportunity
–
Entrepreneurial .................................................................26
Hybrid
Form
of
A
and
B
within
One
Corporate
Strategy ......................................................28
4
Interaction
with
Human
Resource
Management
Practices ..................................................... 29
4.1
Environmental
Human
Resource
Management
Practices ................................................... 29
4.2
Model
for
Key
Roles
and
Responsibilities............................................................................ 32
4.3
Organizational
Concerns
for
Corporate
Environmental
Initiatives...................................... 34
Part
B:
Empirical
Work
5
Cases
Studies:
Lessons
Learned
from
Swiss
Firms ................................................................... 36
5.1
Methodology ....................................................................................................................... 37
5.1.1
5.1.2
Sample
of
Companies ...........................................................................................................37
Research
Method..................................................................................................................38
5.2.1
5.2.2
5.2.3
5.2.4
Galenica’s
Corporate
Environmental
Strategy......................................................................42
Code
of
Conduct
and
Employee
Participation:
Description
of
the
CEI
and
Results ..............45
Lessons
Learned
form
the
Initiative......................................................................................49
Discussion
and
Conclusion
form
the
Galenica
Case..............................................................51
5.3.1
5.3.2
5.3.3
5.3.4
Geberit’s
Corporate
Environmental
Strategy .......................................................................53
Environment
and
Recycling
Training:
Description
and
Results.............................................55
Lessons
Learned
form
the
Initiative......................................................................................61
Discussion
and
Conclusion
form
the
Geberit
Case ...............................................................63
5.4.1
5.4.2
5.4.3
5.4.4
Holcim’s
Corporate
Environmental
Strategy ........................................................................65
The
CEI
for
the
Usage
of
Alternative
Energies
in
the
Cement
Process .................................68
Lessons
Learned
form
the
Initiative......................................................................................73
Discussion
and
Conclusion
form
the
Holcim
Case ................................................................75
5.2
Case
Study
1:
Galenica’s
Corporate
Environmental
Strategy
and
Initiatives
in
the
Pharma
Industry ............................................................................................................................... 41
5.3
Case
Study
2:
Geberit’s
Corporate
Environmental
Strategy
and
Initiatives
in
the
Sanitary
Technology
Industry ............................................................................................................ 53
5.4
Case
Study
3:
Holcim’s
Corporate
Environmental
Strategy
and
Initiatives
in
the
Materials
Industry ............................................................................................................................... 64
HRM
and
Environmental
Sustainability
IV
Part
C:
Implications
from
the
Case
Studies
6
Discussion
of
the
Lessons
Learned
from
the
Case
Studies ....................................................... 76
6.1
Summary
of
the
Lessons
Learned........................................................................................ 76
6.2
Lessons
Learned
compared
in
different
Contexts ............................................................... 78
6.2.1
6.2.2
Impact
of
Management
Support ..........................................................................................78
Employee
Training
for
‘Corporate
Greening’........................................................................80
6.3.1
6.3.2
Assessment
of
the
Lessons
Learned
in
the
Key
Roles
Model ...............................................81
Differences
in
Centralization
versus
Decentralization
of
HR
Functions................................83
6.3
Human
Resource
Management’s
Roles
in
Corporate
Environmental
Initiatives................. 81
6.4
White
Spots
in
the
Lessons
Learned.................................................................................... 84
7
Conclusion ............................................................................................................................. 85
List
of
Literature ........................................................................................................................... 87
Appendix
I:
List
of
the
Interview
Partners ..................................................................................... 93
Appendix
II:
Documents
form
the
Empirical
Process ..................................................................... 96
Appendix
III:
Supplementary
Documents
form
the
Case
Studies ................................................. 102
Case
Study
Galenica .................................................................................................................... 102
Case
Study
Geberit ...................................................................................................................... 109
Case
Study
Holcim ....................................................................................................................... 114
HRM
and
Environmental
Sustainability
V
List
of
Figures
Fig.
1:
Illustration
of
the
Green
Wave. ................................................................................................... 8
Fig.
2:
Impact
of
Environmental
Sustainability
on
Corporate
Strategies. ............................................ 15
Fig.
3:
Framework
for
CEI. .................................................................................................................... 20
Fig.
4:
Porter’s
Value
Chain .................................................................................................................. 21
Fig.
5:
Model
of
Corporate
Environmental
Initiatives. ......................................................................... 23
Fig.
6:
Typical
CEI
for
type
1
–
green
as
a
threat. ................................................................................. 25
Fig.
7:
Typical
CEI
for
type
2
–
green
as
an
opportunity....................................................................... 27
Fig.
8:
Type
hybrid
–
both
forms
of
CIE
within
one
company .............................................................. 28
Fig.
9:
HRM
practices
and
the
relation
to
CEI....................................................................................... 30
Fig.
10:
Continuum
of
Central
Organization
versus
Decentral
Organization
of
Functions................... 35
Fig.
11:
Sample
of
the
Companies
for
the
Case
Studies. ...................................................................... 37
Fig.
12:
Empirical
Process
for
the
Case
Studies. ................................................................................... 38
Fig.
13:
Overview
of
Galenica’s
Business
Sections. .............................................................................. 41
Fig.
14:
Classification
of
Galenica’s
CES
in
the
Model. ......................................................................... 43
Fig.
15:
Galenica’s
CEI
for
the
Environmental
Code
of
Conduct........................................................... 45
Fig.
16:
The
Scope
of
Galenica’s
CEI
in
Porter’s
Value
Chain................................................................ 47
Fig.
17:
Roles
and
Responsibilities
within
Galenica’s
Initiative. ........................................................... 48
Fig.
18:
Galenica’s
Lessons
Learned
form
the
CEI. ............................................................................... 50
Fig.
19:
Geberit’s
CES
in
the
model. ..................................................................................................... 54
Fig.
20:
Overview
of
Geberit’s
Initiative
for
Environmental
Training................................................... 55
Fig.
21:
Diagramm
on
Geberit’s
Environmental
Impact. ...................................................................... 57
Fig.
22:
The
Scope
of
Geberit’s
Initiative
in
Porter’s
Value
Chain. ....................................................... 58
Fig.
23:
Roles
and
Responsibilities
within
Geberit’s
CEI. ...................................................................... 60
Fig.
24:
Lessons
Learned
form
Geberit’s
CEI. ....................................................................................... 61
Fig.
25:
Holcim’s
Business
Sections. ..................................................................................................... 64
Fig.
26:
The
Focus
of
Environmental
Sustainability
at
Holcim.............................................................. 66
Fig.
27:
Hocim’s
CES
in
the
Model........................................................................................................ 67
Fig.
28:
Overview
of
Holcim’s
CEI......................................................................................................... 69
Fig.
29:
The
Scope
of
Holcim’s
CEI
in
Porter’s
Value
Chain. ................................................................. 71
Fig.
30:
Roles
and
Responsibilities
within
Holcim’s
CEI........................................................................ 72
Fig.
31:
Lessons
Learned
form
Holcim’s
CEI. ........................................................................................ 74
Fig.
32:
Overview
of
the
Lessons
Learned
in
the
Case
Studies............................................................. 77
Fig.
33:
Different
Approaches
for
Management
Support..................................................................... 79
Fig.
34:
Lessons
Learned
in
the
Area
of
Employee
Training. ................................................................ 80
Fig.
35:
Organizational
Aspects
of
the
HR
Functions............................................................................ 83
Fig.
36:
Affected
HR
Activities
in
the
Case
Studies. .............................................................................. 84
List
of
Tables
Table
1:
List
of
Abbreviations................................................................................................................VI
Table
2:
Overview
of
Environmental
Management
Models ................................................................ 16
Table
3:
The
Key
Roles
and
Responsibilities
for
HR
Professionals ....................................................... 33
Table
4:
Structure
of
the
Case
Studies ................................................................................................. 40
Table
5:
Assessment
of
Roles
being
taken
in
the
Case
Studies ............................................................ 82
HRM
and
Environmental
Sustainability
List
of
Abbreviations
Table
1:
List
of
Abbreviations
Abbr.
Explanation
BSC
Balanced
Score
Card
CES
Corporate
Environmental
Strategy
CEI
Corporate
Environmental
Initiative
CSR
Corporate
Social
Responsibility
DJSI
Dow
Jones
Sustainability
Index
EMS
Environmental
Management
System
GRI
Global
Reporting
Initiative
GTZ
Deutsche
Gesellschaft
für
technische
Zusammenarbeit
HR
Human
Resources
HRM
Human
Resources
Management
ISO
International
Standards
Organization
KPI
Key
Performance
Indicator
OD
Organizational
Development
PMS
Performance
Management
System
SIX
Swiss
Stock
Exchange
UN
United
Nations
VI
HRM
and
Environmental
Sustainability
1
1
Introduction
The
term
‘sustainability’
evolved
during
the
first
years
of
the
21st
century
to
one
of
the
most
cited
key
words
and
one
of
the
biggest
challenges
for
businesses
and
for
the
community
(UN
Global
Compact,
2004).
The
implementation
of
sustainable
corporate
strategies
requires
strong
leadership
and
a
concrete
process
(Glavas,
Senge,
Cooper‐ rider,
2010).
While
scholars
still
dispute
the
impact
of
sustainability
on
the
financial
bottom
line,
the
implementation
in
firms
has
already
been
going
on
for
years
(Halme
&
Laurila,
2009;
Elkington
1999).
However,
CES
often
take
place
without
a
vision
or
plan
(Lubin
&
Esty,
2010).
Facing
the
need
of
incorporating
‘green’
into
the
corporate
strategy,
the
topic
of
sustainability
is
moving
up
on
the
agenda
of
most
business
leaders
and
management
boards,
whereas
it
generally
stays
off
the
radar
screen
and
awareness
of
most
practi‐ tioners
in
the
HR
environment
(Wirtenberg,
Harmon,
Russell
&
Fairfield,
2007).
The
evolution
of
companies
towards
sustainable
business
models
takes
place
according
to
different
strategies
(Kolk
&
Mauser,
2002;
Delmas
&
Montes‐Sancho,
2010).
Some
companies
see
‘green’
as
a
threat
while
others
recognize
‘green’
as
an
opportunity.
The
diversification
of
corporate
environmental
strategies
(CES)
leads
to
different
require‐ ments
towards
the
involved
business
units.
Especially
the
role
of
human
resource
man‐ agement
(HRM)
is
dependent
on
strategic
decisions
and
influenced
by
the
corporate
strategy
of
the
firm
(Campbell,
2007).
Therefore,
each
corporate
strategy
has
its
most
effective
HRM
system
(Schuler
&
Jackson,
2001).
This
work
will
analyze
the
different
approaches
of
the
integration
of
environmental
concerns
into
the
corporate
strategy
and
develop
a
framework
for
the
classification
of
the
strategies
trough
ideal
types.
Furthermore,
the
corresponding
corporate
environ‐ mental
initiatives
(CEI)
will
be
outlined,
which
correspond
to
the
underlying
strategy.
This
will
result
in
a
model
for
CEI,
describing
initiatives
based
on
several
strategic
backgrounds.
Based
on
the
model,
the
requirements
to
the
HRM
department
will
first
be
derived
from
a
theoretical
point
of
view.
The
application
of
these
findings
in
the
em‐ pirical
part
will
put
evidence
behind
the
implications
of
the
theoretical
part.
The
empirical
part
contains
three
case
studies
of
Swiss
companies.
In
the
cases,
one
specific
initiative
is
described
and
some
lessons
learned
are
presented.
Afterwards,
the
analysis
across
the
cases
will
discuss
and
validate
the
lessons
learned
and
derive
some
general
implication
for
the
practitioners
and
the
scientist
too.
HRM
and
Environmental
Sustainability
2
1.1
Research
Questions
Starting
with
the
review
of
the
current
state
of
literature,
one
can
find
many
concepts
describing
how
companies
can
develop
to
more
environmental
sustainable
business
models.
The
decision
about
how
to
incorporate
sustainability
depends
on
several
fac‐ tors,
for
example
the
position
and
the
strategy
in
the
market
(Kolk
&
Mauser,
2002).
It
is
the
first
objective
of
the
thesis
to
develop
and
evaluate,
based
on
the
current
state
of
the
literature,
a
typology
of
CES
and
–
in
doing
so
–
distinguish
between
three
types
of
CEI.
This
leads
to
the
first
research
question:
Q1:
What
are
the
major
concepts
of
environmental
sustainability
in
the
literature
and
how
can
these
concepts
be
translated
into
a
typology
of
CES
and
corresponding
CEI?
Given
the
typology
of
the
corporate
strategies
and
corresponding
initiatives,
the
re‐ quirements
to
the
HRM
department
will
be
analyzed.
Each
environmental
strategy
has
a
unique
impact
on
the
HRM
system
of
the
company
(Doppelt,
2008;
Losey,
Meisinger
&
Ulrich,
2005).
The
impact
on
HRM
systems
will
be
explained
on
the
level
of
HR
activi‐ ties
that
are
typically
affected
trough
CEI
and
possible
roles
that
could
be
taken
by
the
HRM
units
during
the
development
and
the
execution
of
an
initiative:
Q2:
From
a
conceptual
point
of
view,
what
are
the
requirements
from
the
different
types
of
CEI
to
the
HR
activities
of
the
firms
and
the
role
being
played
by
HRM?
Based
on
the
findings
of
the
conceptual
part
of
this
thesis,
the
empirical
part
of
this
thesis
will
be
conducted.
It
is
the
aim
of
the
empirical
part
to
derive
real‐life
examples
of
the
challenges
and
lessons
learned
of
selected
companies
from
each
ideal
type
cor‐ porate
strategy
of
Q1
and
the
roles
and
requirements
from
Q2:
Q3:
In
practice,
what
are
the
main
lessons
learned
and
challenges
with
regards
to
the
practices
and
roles
of
HRM
in
the
context
of
the
type
of
corporate
environmental
sustainability
strategy?
The
three
research
question
guide
the
work
and
lead
to
the
structure
of
the
thesis,
which
will
be
described
as
follows.
But
before,
some
delimitation
to
the
scope
of
this
work
will
be
made.
HRM
and
Environmental
Sustainability
3
1.2
Delimitations
The
topic
of
environmental
sustainability
includes
a
wide
range
of
research
directions
and
ideologies.
This
thesis
will
focus
on
the
management
literature
of
environmental
sustainability.
Although
environmental
sustainability
is
the
core
area
of
the
work,
some
literature
in
the
field
of
corporate
social
responsibility
(CSR)
can
be
included
in
the
considerations
(e.g.
Porter
&
Kramer,
2006;
Pedersen,
2010).
Compared
to
the
pure
scope
of
environmental
sustainability,
the
publications
in
the
field
of
CSR
also
include
societal
concerns.
But
for
this
thesis
is
was
mandatory
to
understand
the
full
scope
of
the
topic
and
therefore
include
some
publications
in
this
field
as
well.
1.3
Structure
The
thesis
starts
with
the
introduction
(chapter
1),
which
describes
the
area
of
interest
and
the
research
questions.
The
remaining
document
is
structured
into
three
parts.
Part
A
represents
the
theoreti‐ cal
foundation
of
the
thesis,
which
includes
the
chapters
2
to
4.
Chapter
2
introduces
the
reader
to
the
topic
of
environmental
sustainability
and
presents
the
current
status
of
the
literature.
The
impact
of
environmental
sustainability
on
the
corporate
strategy
of
the
companies
lies
in
the
focus
of
that
chapter.
Chapter
3
covers
the
need
of
a
CES
being
translated
into
initiatives.
The
term
CEI
will
be
presented
and
discussed
in
a
deeper
manner
within
this
chapter
leading
to
a
model
for
the
classification
of
CEI
ac‐ cording
ideal
types.
Given
the
typology
for
CEI,
the
implication
to
the
HRM
system
is
derived
in
chapter
4.
Based
on
the
finding
of
the
theoretical
part,
in
chapter
5
a
qualitative
study
is
con‐ ducted
with
tree
cases
studies
(part
B).
The
empirical
part
focuses
on
the
roles
encoun‐ tered
in
practice,
lessons
learned
and
major
challenges
in
the
implementation
of
the
initiatives
in
the
firms.
Part
C
focuses
on
the
implications
of
the
case
studies.
In
chapter
6,
the
synthesis
and
the
re‐evaluation
of
the
case
studies
takes
place.
The
conclusion
in
chapter
7
shows
a
summary
of
the
results
and
highlights
the
relevance
of
the
findings
and
results
for
prac‐ titioners
and
scientists.
HRM
and
Environmental
Sustainability
4
2 2.1
Environmental
Sustainability
and
Corporate
Strategies
The
Green
Wave
The
awareness
of
environmental
issues
has
been
increased
more
and
more
in
the
poli‐ tics,
the
public
and
also
in
the
management
level
of
companies.
The
following
section
will
explain
how
this
awareness
has
been
reached
and
what
the
major
impact
points
there
were
in
the
nearer
past.
Information
technology
and
media
presence
For
this
reason,
we
would
like
to
describe
the
most
important
prerequisites
and
at
the
same
time
also
drivers
for
this
evolution
towards
environmental
awareness.
First
of
all,
as
a
prerequisite
for
information
sharing
all
over
the
world,
telecommunication
made
a
contribution
to
the
development
of
the
green
wave,
and
this
based
on
two
reasons.
On
the
on
one
hand,
the
newer
media
technologies
can
transport
pictures
and
videos
of
natural
disasters
and
other
spectacular
phenomena
in
a
better
quality
and
faster
than
ever
all
around
the
world.
We
all
have
certain
pictures
in
our
head
when
we
think
about
natural
disasters,
and
with
the
modern
media
and
telecommunication
technolo‐ gies,
the
whole
modern
world
shares
the
pictures
about
this
disasters
and
therefore
also
a
basis
for
environmental
issues.
An
example
for
this
is
the
natural
catastrophe
that
occurred
in
2005
around
the
city
of
New
Orleans,
hurricane
Katrina.
Videos
on
TV,
newspaper
pictures
and
radio
reports
were
spread
in
no
time
around
the
world.
Fur‐ thermore,
we
will
later
discuss
some
more
company
related
examples
of
environmental
incidents,
the
media
reports
were
distributed
all
over
the
world
and
therefore
the
peo‐ ple
around
the
world
share
a
common
memory
about
these
issues.
Beside
the
transportation
of
the
media
pictures
over
the
world,
the
information
sharing
itself
has
been
enhanced
significantly
over
the
last
20
years.
With
the
diffusion
of
the
access
to
the
World
Wide
Web,
research
communities
have
been
moved
together
to
a
global
community
of
scientists,
also
able
to
share
information
immediately
and
faster
than
ever
before.
This
makes
the
community
highly
productive
and
effective
in
global
collaboration.
As
an
example
for
this,
we
will
next
present
the
major
findings
and
re‐ ports
form
global
scholar
community
in
this
arena.
HRM
and
Environmental
Sustainability
5
Scientific
and
Political
Debate
from
Rio
de
Janeiro
Earth
Summit
to
AR4
As
one
of
the
first
and
important
global
initiatives
in
the
mid
1980ies,
the
United
Na‐ tions
founded
an
international
group
of
experts
to
work
on
a
report
about
the
world’s
environmental
evolution.
At
the
beginning
the
group
was
headed
by
Gro
Harlem
Brundtland,
who
was
prime
minister
of
Norway
at
this
time.
Under
her
guidance,
the
commission
created
a
report
named
“Our
Common
Future”.1
The
publication
of
the
report
dramatically
changed
the
public
and
political
discussion
about
environmental
issues.
For
the
first
time,
the
report
brought
things
in
connection
that
were
so
far
con‐ sidered
separately.
The
documents
provided
an
integrative
view
of
the
economic
pro‐ gress
of
the
industrialized
countries,
which,
for
example,
goes
along
with
environ‐ mental
pollution
and
arms
build‐up,
whereas
on
the
other
hand
we
face
poverty
and
dept
in
the
third
world
countries.
These
factors
combined
with
the
fact
of
growing
of
population
and
expansion
of
the
deserts
created
an
integrative,
but
also
alarming
and
awakening
view
on
the
current
challenges
in
the
global
environmental
sector.
As
a
next
important
point
of
the
report,
the
editors
declared
the
definition
of
sustainable
devel‐ opment,
as
we
know
it
today:
“Sustainable
development
is
development
that
meets
the
needs
of
the
present
without
compromising
the
ability
of
future
generations
to
meet
their
own
needs”
(Brundtland
&
Khalid,
1987).
As
one
result
of
the
publication
of
the
paper,
the
earth
summit
in
Rio
de
Janeiro
(1992)
was
initiated.
During
the
summit
in
Rio,
the
participants
agreed
on
27
principles
and
the
so‐called
agenda
21
about
sus‐ tainable
development.2
The
principles
led
to
a
commitment
of
the
participants
to
pro‐ tect
the
global
environment
and
recognizing
the
interdependent
nature
of
the
Earth.
Especially
the
scientific
community
did
not
stop
with
their
research
after
the
commit‐ ments
of
Rio
de
Janeiro.
As
one
important
project,
we
would
like
to
consider
here
the
Intergovernmental
Panel
on
Climate
Change
(IPCC).
This
group
of
scientist
continu‐ ously
researches
on
climate
specific
issues
and
moreover
regularly
reviews
the
work
of
the
global
community.
Important
for
public
awareness
are
the
several
reports
pub‐ lished
by
this
group.
The
first
IPCC
assessment
report
(AR1)
was
ready
for
the
famous
earth
summit
in
Rio.
After
this,
the
IPCC
community
further
published
three
more
as‐ sessment
reports.
The
second
assessment
report
(AR2)
was
published
in
the
year
1995,
the
third
publication
(AR3)
in
2001
and
the
so
far
most
recent
report
in
2007
(AR4).3
1
This
document
is
published
on
the
UN
website:
http://www.un‐documents.net/wced‐ocf.htm,
visited
on
May
25th
2010.
2
The
document
is
available
on:
http://www.un‐documents.net/rio‐dec.htm,
visited
on
Mai
25th
2010.
3
All
the
mentioned
reports
are
available
on
the
IPCC
website:
http://www.ipcc.ch/publications_and_data/publications_and_data_reports.htm,
visited
on
June
1st
2010.
HRM
and
Environmental
Sustainability
6
Going
briefly
into
the
details
of
the
report,
we
discover
the
following
structure
(Inter‐ governmental
Panel
on
Climate
Change,
2007):
Chapter
1
summarizes
the
observation
of
the
changes
in
the
environment
and
their
effect
on
the
natural
and
human
system.
The
most
important
signals
or
evidence
for
changes
are:
Recurrent
smog
alerts,
acid
rain,
holes
in
ozone
layer,
global
warming,
and
the
loss
of
biodiversity
(Amber
&
La‐ noie,
2008).
The
other
chapters
focus
on
the
possible
sources
of
the
changes
described
in
chapter
1
and
possible
mitigation
options.
This
report
is
important
for
both
the
pub‐ lic
and
the
politics,
because
it
raises
awareness
of
the
topics
and
sets
the
points
on
the
public
and
political
agenda.
As
a
follow
up
of
the
Earth
Summit,
in
the
year
1997
the
conference
in
Kyoto
took
place.
This
convention
focused
especially
on
the
global
warming
issue
and
the
emission
of
green
house
gases.
The
major
aim
of
the
conference
was
to
get
an
agreement
of
col‐ lective
reduction
of
green
house
gas
emissions.
After
days
of
negotiation,
which
was
accompanied
by
a
major
media
presence
and
ongoing
publicity
all
over
the
world,
the
187
participating
states
finally
agreed
on
a
reduction
target
of
minus
5.2%
based
on
the
emissions
of
1990.
The
concrete
statement
of
the
countries
was
also
clear
signal
to
the
business
world
that
firms
have
to
stick
now
concrete
reductions
too.
The
public
and
political
awareness
rose
more
and
more.
After
some
more
years
of
public
debate
and
raising
awareness
of
the
environmental
problems
in
the
word
the
United
Nations
invited
to
another
summit
for
international
community
in
Johannesburg
(2001).
Based
on
the
AR2
and
AR3
report
of
IPCC,
the
poli‐ ticians
and
scientist
community
discussed
possible
new
ways
of
putting
the
green
gas
reduction
targets
and
other
environmental
protection
plans
into
action.
It
can
be
rec‐ ognized
that
the
(scientific)
knowledge
about
the
changes,
trends
and
impacts
con‐ sciously
increases
but
at
the
same
time
the
complexity
of
the
discussion
and
problem
solving
approaches
also
multiplies
due
to
different
interest
substitution,
for
example
the
difference
between
emerging
markets
and
the
developed
countries.
But
what
we
want
to
show
here
is
the
increasing
awareness
and
recognition
of
the
environmental
issue
in
public,
politics
and
also
business.
Major
worldwide
incidents
Business
is
without
doubt
a
major
stakeholder
in
the
discussion
about
environmental
issues
and
therefore
must
be
an
important
part
of
the
solution.
In
this
context
here,
we
would
like
to
show
how
company
related
incidents
can
evolve
to
a
global
cognition
of
environmental
issues.
For
this
reason,
two
stories
have
been
chosen
and
will
be
de‐ scribed.
Of
course,
there
would
have
been
a
lot
of
other
cases
to
include
here,
however,
HRM
and
Environmental
Sustainability
7
these
two
incidents
are
supposed
to
show
the
changing
public
perception
of
environ‐ mental
issues.
A
popular
case
for
the
demonstration
of
the
effect
of
business
actions
and
their
impact
on
public
perception
is
the
case
of
Shell
UK
in
the
year
1995.
Zyglidopoulos
(2002)
de‐ scribes
the
circumstances
and
impact
of
the
case.
It
all
begun
with
the
decommission‐ ing
of
a
oil
platform
located
in
the
North
Sea.
After
consultation
of
local
governments
and
interest
groups
Shell
decided
to
dispose
of
the
platform
through
a
deep‐water
dis‐ posal.
However
this
decision
led
to
a
big
public
discussion
and
opposition
against
this
way
of
decommissioning.
As
a
sort
of
environmental
lawyer,
the
NGO
Greenpeace
took
the
role
of
discussion
leader.
Finally
with
the
support
of
politics,
public
and
media
the
big
Shell
Company
was
forced
to
choose
an
alternative
way
of
disposal.
This
case
shows
on
the
one
hand,
that
in
the
recent
years,
public
and
NGOs
have
been
able
to
pressure
big
multi
national
companies
towards
environmental
behavior.
And
on
the
other
hand,
that
unmindful
business
action
that
damages
the
environment
can
lead
to
enormous
loss
in
company
reputation.
A
most
recent
case
that
occurred
in
the
current
year
2010
presents
the
immense
oil
spill
in
the
Golf
of
Mexico
in
the
USA.
An
accident
during
deep‐water
drilling
caused
a
giant
oil
spill
in
spring
and
summer
2010
in
the
Mexican
Gulf.
Like
in
the
other
cases,
this
research
does
not
want
to
examine
any
technical
or
legal
facts
but
show
the
tre‐ mendous
global
response
to
this
incident.
A
look
at
the
New
York
Times
(2010,
June
26th)
presents
the
report
of
day
66
after
the
accident.
At
this
time,
the
technical
prob‐ lem
haD
not
been
clearly
solved
yet,
but
the
public
and
legal
dispute
about
guilt
and
reparation
fines
was
already
in
progress
with
high
publicity.
The
main
criticism
against
BP
was
the
acting
without
plan
and
the
unclear
and
aimless
risk
allocation
and
mitiga‐ tion
between
the
partner
companies
involved.
Up
to
now,
the
BP
group
has
lost
more
than
$100
billion
in
market
value,
even
though
it
is
not
yet
clear
if
and
how
long
this
negative
effect
will
hold
on.
But
what
is
clear
that
this
accident
caused
a
great
echo
in
the
public.
At
that
time
the
oil
spill
was
everywhere.
Newspapers
provided
interactive
real
time
materials
and
live
videos
were
available
on
the
world
wide
web.
This
is
also
what
the
Newspaper
The
Daily
Herald
–
Tribune
(2010,
June
17th)
highlighted
in
its
article.
They
showed
that
the
oil
spill
was
spread
all
over
the
world
in
social
networks
and
was
therefore
in
everybody’s
mind
and
presence,
mainly
of
course
in
a
negative
manner.
This
section
has
shown,
that
in
combination
with
emerging
telecommunication
tech‐ nologies,
which
make
news
and
scientific
facts
available
almost
immediately
and
all
HRM
and
Environmental
Sustainability
8
over
the
world
in
combination
with
scholar’s
findings
and
politic
debate
should
make
the
environmental
issue
to
a
hot
topic
on
each
manager’s
agenda.
Fig.
1:
Illustration
of
the
Green
Wave.
DB7$*EEB:/01$F13"*?-*% !"#$#%&+(*16+($& 6)0"2+)-& /012)$"%&8)0)%& *1--"*31(%& /"2.+*"%& *5/016"2& )**"//4&
@:.#)?1'*% !"#$#%& )//"62+3($%&?"6( !"#$%&''( )'#*'+',-./0'( 1%""2-''(
3)(4'0'$%#"',-( 56%$272'+8(
6*%7'++( 9.,.:'"',-(;( 1%""2?+-.2,.@2$2-&(
1(
1(
9.,.:'"',-( 5>2-'8(
1(
As
the
illustration
above
shows,
the
employee
representative
committee
was
embed‐ ded
in
a
network
of
four
counterparts.
The
three
functions
at
the
bottom
acted
as
col‐ laborator
(C).
Results
of
the
Initiative
The
commitment
to
the
initiative
was
high
across
the
whole
production
site.
In
the
three
months
period,
160
ideas
were
submitted.
On
one
hand
single
people
brought
in
their
suggestions,
but
also
whole
groups
participated
in
the
initiative.
Some
teams
con‐ ducted
workshops
to
develop
ideas
for
the
postbox.
Finally,
123
ideas
were
compiled
in
the
closing
document
of
the
environmental
code
of
conduct.
The
code
of
conduct
con‐ sists
of
22
regulations
to
be
followed
in
the
respective
areas
of
the
initiative.
The
code
of
conduct
contains
the
following
topics:
1. General
introduction
2. Workplace
3. Transports
4. Facilities
5. Legal
validity
In
the
part
of
the
general
introduction,
the
environmental
code
of
conduct
points
out
the
context
of
the
document.
Furthermore,
in
this
section
the
paper
describes
the
rele‐ vance
of
the
code
of
conduct
as
regulation
that
has
to
be
followed
by
all
the
employees.
The
section
workplace
contains
settings
to
be
considered
with
regards
to
the
computer
and
the
printer.
With
simple
changes
on
the
monitor
settings
for
example,
the
company
as
a
whole
is
able
to
save
energy
and
with
regards
to
the
print
management,
to
spend
less
paper
for
the
print
outs.
HRM
and
Environmental
Sustainability
49
The
transport
section
of
the
document
contains
the
guideline
for
the
purchase
of
new
cars.
It
rules
that
cars
with
less
emission
of
green
house
gas
should
be
preferred.
Fur‐ thermore
it
engages
the
employees
to
use
the
public
transport
or
the
bicycle
to
go
to
work
wherever
possible.
In
the
section
of
the
facilities
the
document
the
appropriate
heating
and
lightning
of
the
company
building.
The
legal
validity
notice
declares
the
code
of
conduct
to
be
binding
as
of
1st
of
July,
2010.
All
in
all,
the
environmental
code
of
conduct
sets
the
guideline
for
environmental‐ friendly
behavior
for
the
administrative
business
activities.
The
ideas,
which
consid‐ ered
other
topics
than
the
mentioned
ones,
were
submitted
to
the
respective
process
owners.
The
tracking
of
these
additional
ideas
was
not
anymore
covered
by
this
CEI.
5.2.3 Lessons
Learned
form
the
Initiative
The
following
part
will
focus
on
the
lessons
learned
form
the
initiative.
As
a
starting
point,
the
major
objectives
and
scope
will
be
repeated
quickly.
It
was
the
intention
of
the
CEI
to
gather
concrete
points
of
improvement
in
the
area
of
environmental
sustain‐ ability
at
the
production
site
in
Niderbipp.
Moreover,
the
initiative
was
supposed
to
strengthen
the
awareness
for
the
environmental
sustainability
topic.
It
was
not
the
aim
of
the
initiative
to
create
big
costs.
Rather,
hands‐on
suggestions
for
savings
and
risk
mitigations
were
expected
in
the
area
of
the
workplace,
transport
and
facility
manage‐ ment.
The
results
of
the
initiative
lead
to
the
code
of
conduct,
which
includes
guidelines
for
the
employees
supposed
to
reduce
the
costs
for
energy
and
fuel.
In
discussion
with
the
several
interview
partners,
the
following
three
key
points
for
the
successful
implementation
of
such
an
initiative
in
that
context
have
been
derived.
The
statements
are
illustrated
in
the
following
figure.
The
lessons
learned
are
based
on
the
experiences
of
the
involved
people
in
the
initiative
at
the
production
site
and
also
form
the
central
support
functions.
HRM
and
Environmental
Sustainability
50
Fig.
18:
Galenica’s
Lessons
Learned
form
the
CEI.
As
the
illustration
above
presents,
the
lessons
learned
can
be
summarized
in
three
main
points.
The
items
will
now
be
described
in
more
detail.
First,
the
initiative
was
successful
through
the
positive
effect
of
the
employee
participa‐ tion.
On
one
hand,
the
idea
with
the
postbox
to
gather
the
inputs
for
the
employees
was
initiated
by
the
employees
themselves.
The
employee
representation
team,
which
re‐ flects
the
footing
of
the
company,
initiated
the
idea,
which
was
successful.
Empowerment
in
general
means
to
delegate
the
decision
about
the
approach
and
im‐ plementation
of
the
initiative
to
a
lower
level
of
hierarchy
(Lashley,
2001).
When
the
initiative
is
founded
on
the
employee
level,
the
motivation
and
the
identification
for
the
topic
are
per
se
much
higher
than
those
a
top
down
initiative
might
trigger.
And
espe‐ cially
in
the
situation,
where
the
aim
of
the
imitative
is
to
gather
ideas
and
suggestions
that
are
already
in
the
mind
of
the
employees
or
even
already
informally
implemented
somewhere,
the
empowerment
of
the
employees
reflected
an
accurate
and
successful
method
to
conduct
an
initiative
like
the
CEI
of
Galenica.
Second,
once
the
initiative
was
initiated
and
reported
to
the
management,
the
execu‐ tives
had
to
decide
whether
to
support
the
CEI
or
not
and
in
which
way.
In
the
case
of
the
initiative
for
the
code
of
conduct,
the
local
site
management
commited
their
strong
support
for
the
initiative.
In
the
view
of
Mr.
Clémençent,
head
of
business
sector
logis‐ tics,
it
is
crucial
to
officially
support
an
initiative.
“It
is
important
to
us
to
acknowledge
the
efforts
and
the
ideas
of
the
employees
in
the
area
of
environmental
sustainability”
Mr.
Clémençent
says.
The
site
management
acted
as
a
sponsor
and
promoter
of
the
initiative.
For
example,
in
the
official
announcement
Mr.
Clémençent
acted
as
a
speaker
to
underline
the
importance
and
the
relevance
of
the
initiative.
The
effort
of
the
top
HRM
and
Environmental
Sustainability
51
management
showed
to
the
employees
that
the
initiative
must
be
taken
seriously
and
ensured
the
serious
participation
of
the
employees
in
the
project.
As
a
third
lesson
learned,
Galenica
recognized
the
importance
to
support
and
guide
the
employees’
initiative
with
expert
knowledge
form
central
site.
Once
the
CEI
was
ac‐ cepted
and
supported
by
the
management,
the
process
management
and
the
central
environmental
team
attended
the
development
and
execution
phase
of
the
initiative.
In
the
focus
of
the
coaching
were
the
financial
planning
and
the
scheduling
of
the
project.
Furthermore,
the
central
functions
acted
as
coordination
partners
and
enabled
syner‐ gies
through
the
intermediation
of
knowledge
across
business
units
and
functions.
The
combination
of
local
effort
and
engagement
together
with
the
competences
of
the
cen‐ tral
function
ensured
the
successful
development
and
execution
of
the
initiative
accord‐ ing
to
the
objectives
and
the
requirements
of
the
CEI.
5.2.4 Discussion
and
Conclusion
form
the
Galenica
Case
In
the
closing
discussion
and
the
conclusion
of
this
case
study,
first
the
question
of
pre‐ requisites
for
the
replication
to
other
departments
or
companies
will
be
discussed.
Af‐ terwards,
a
critical
review
of
the
initiative
will
answer
the
question,
in
which
way
the
CEI
supports
the
CES
of
Galenica.
The
transfer
of
the
approach
to
another
context
depends
on
several
factors.
The
deci‐ sive
points
will
be
discussed
as
follows.
To
gather
valuable
inputs
form
the
employees,
the
people
need
to
have
a
certain
knowledge
of
the
topic
of
environmental
sustainabil‐ ity.
Looking
at
the
employees
of
the
production
site,
mainly
the
people
working
at
the
administration
where
involved
in
the
initiative.
This
department
represents
people
with
the
necessary
educational
background
that
enable
them
to
contribute
to
such
a
CEI.
As
a
second
point
in
this
context,
the
culture
of
the
company
must
be
ready
to
ac‐ cept
and
acknowledge
a
regulation
like
a
code
of
conduct.
When
the
employees
are
not
used
to
act
according
the
written
rules
and
regulation
of
a
company,
a
document
like
the
code
of
conduct
could
lack
acceptance
from
the
employee’s
side.
Such
a
situation
could
occur
when
people
are
not
able
to
read
and
many
instructions
are
provided
word‐of‐mouth
or
through
practical
application.
This
is
not
the
case
for
Galenica.
The
employees
of
Galenica
work
in
an
environment
of
strict
quality
and
behavior
regula‐ tions.
To
accentuate
the
importance
of
the
environmental
code
of
conduct,
the
legal
department
decided
to
include
the
environmental
code
of
conduct,
which
was
elabo‐ rated
by
the
initiative,
into
the
overarching
framework
of
the
general
code
of
conduct.
Therefore,
only
if
the
necessary
knowledge
of
the
employees
is
available
and
the
accep‐ tance
of
a
written
statement
is
given,
the
initiative
can
be
transferred
to
another
de‐
HRM
and
Environmental
Sustainability
52
partment
or
company.
These
two
points
are
considered
as
the
crucial
factors
for
the
replication
of
the
initiative
to
elsewhere.
To
conclude
the
case
study,
the
feedback
from
the
initiative
to
the
environmental
strat‐ egy
of
Galenica
will
be
discussed.
As
showed
in
the
introduction,
Galenica
follows
a
strategy
where
environmental
matters
are
taken
seriously
into
account.
Galenica
as‐ sesses
and
reviews
the
environmental
impact
of
its
business
activities
and
seeks
for
mitigation
and
improvements.
This
approach
has
been
idealized
as
the
type
A
strategy
in
the
framework
for
CES.
Especially
for
the
rollout
of
the
CES,
Galenica
emphasized
that
the
behavior
of
the
employees
is
a
bit
green
already
because
the
staff
consists
of
people
that
have
a
sound
knowledge
and
educational
background
in
this
matter.
As
a
consequence
of
this,
Galenica
started
to
gather
what
was
already
in
the
behavior
and
knowledge
of
the
people.
As
the
outcomes
of
the
imitative
have
shown,
the
simple
col‐ lecting
of
ideas
–
and
of
course
the
rework
of
the
CEI
execution
team
–
have
resulted
in
an
environmental
code
of
conduct
with
moderate
effort.
This
case
study
represents
an
example
of
a
CEI
that
supports
the
strategy
of
type
A
because
the
core
processes
of
the
company
do
not
need
to
be
redesigned
or
revised.
But
the
initiative
sensibilized
the
staff
for
environmental
issues
through
participation
effects
and
incentives
for
partici‐ pation.
Therefore,
the
CEI
of
Galenica
can
be
seen
as
an
initiative
where
sustainability
is
not
the
core
strategy,
but
is
taken
into
account
wholeheartedly.
HRM
and
Environmental
Sustainability
53
5.3
Case
Study
2:
Geberit’s
Corporate
Environmental
Strategy
and
Initia‐ tives
in
the
Sanitary
Technology
Industry
The
Geberit
group
produces
and
sells
sanitary
products
and
technologies
in
over
100
countries
around
the
world.
The
headquarter
of
the
company
is
based
in
Rapperswil‐ Jona,
Switzerland.
Geberit,
which
was
founded
in
1874,
achieved
2.2
bn.
Swiss
Francs
revenue
in
the
year
2009.
In
the
same
year,
the
Geberit
group
employed
approximately
5,600
people
in
67
countries.
The
company
operates
production
sites
in
Germany,
Aus‐ tria
and
Switzerland
but
also
in
the
USA,
China,
Italy
and
Slovenia.
Geberit
managed
to
develop
to
a
European
market
leader
position
over
the
last
years
and
faces
good
growth
perspectives
in
North
America
and
Asia.
The
product
portfolio
of
Geberit
con‐ sists
of
sanitary
materials
such
as
cisterns
systems,
faucets
and
flushing
systems,
waste
fittings,
traps
and
according
piping
systems.
The
group
is
stock
listed
at
the
SIX
and
is
in
public
ownership.
Sustainability
is
an
important
part
of
Geberit’s
corporate
strategy.
This
includes
the
provisioning
of
sustainable
products
to
the
market
on
the
one
hand
and
the
sustainable
business
behavior
towards
the
stakeholder
of
the
firm
on
the
other
hand.
Geberit
conducted
a
number
of
environmental
initiatives.
The
effort
of
Geberit
for
achieving
sustainability
reflects
the
high
investments
in
training
of
the
employees
for
example.
Also
in
the
focus
of
CEI
are
waste
and
water
reduction
measurements
and
also
energy
efficiency
programs.
On
a
systems
and
processes
level,
Geberit’s
environ‐ mental
management
is
implemented
in
accordance
with
ISO
14001.
This
case
will
focus
on
one
specific
CEI
of
Geberit
in
the
area
of
employee
training.
For
the
last
three
years,
Geberit
has
been
conducting
an
extended
environment
and
recy‐ cling
training.
The
aim
of
this
case
study
is
to
highlight
the
importance
of
an
integrated
training
concept
for
achieving
environmental
sustainable
behavior
as
a
part
of
an
ex‐ tensive
green
business
strategy.
This
example
will
show
how
the
organizational
design,
the
roles
and
responsibilities
in
this
CEI
are
able
to
transfer
the
values
of
environ‐ mental
sustainability
to
the
employees
of
a
production
site.
5.3.1 Geberit’s
Corporate
Environmental
Strategy
The
company
follows
an
approach
of
integrating
environmental
sustainability
into
the
core
business
strategy.
For
Geberit,
sustainability
is
emphasized
in
all
business
actions
and
with
a
continuing
transformational
character.
Environmental
concerns
are
not
only
taken
as
a
possible
risk
for
mitigation,
but
as
a
challenge
to
create
new
and
innovative
HRM
and
Environmental
Sustainability
54
ways
of
raising
the
value
of
the
company.
The
strategy
of
Geberit
concerning
environ‐ mental
matters
is
to
innovate
and
become
environmental
friendly
before
an
issue
is
ruled
by
governmental
regulations.
Moreover,
Geberit
aims
to
create
a
more
sustain‐ able
industry
environment
by
proactively
approaching
possible
hazards
with
partners
and
competitors
in
a
joint
process.
As
an
example
for
the
corporate
environmental
strategy,
Geberit
creates
and
maintains
an
extended
stakeholder
dialogue.
The
stakeholder
dialogue
represents
the
discussion
and
alignment
with
Geberit’s
stakeholders,
namely
the
customers,
shareholders,
em‐ ployees,
governmental
and
industry
organizations
and
other
participants
of
the
market.
Geberit
uses
several
channels
for
interactions.
The
Information
Center
is
an
important
part
of
it,
where
the
company
shows
and
informs
about
their
products
and
business
activities,
mainly
for
citizens,
partners
and
official
bodies.
Other
ways
of
stakeholder
interaction
are
fairs,
forums,
summits,
and
also
personal
contacts.
For
internal
stakeholders
workshops
and
trainings
are
conducted.
Geberit
managed
to
set
up
a
cul‐ ture
of
constant
learning
over
the
last
couple
of
years.
In
average,
each
employee
at‐ tended
around
19
hours
of
training
in
the
year
2009
(Geberit,
2010).
With
regard
to
the
typology
of
environmental
strategies,
the
approach
of
Geberit
matches
with
the
type
b.
For
type
b
companies,
the
challenges
of
environmental
mat‐ ters
are
incorporated
in
a
transformational,
innovative
core
strategy
representing
eco‐ friendly
behavior
within
the
core
value
proposition.
Fig.
19:
Geberit’s
CES
in
the
model.
HRM
and
Environmental
Sustainability
55
With
regards
to
the
sustainability
reporting,
Geberit
adapted
the
GRI
3.0
standard
with
the
full
extend
(A+
adaptor).
The
way
to
sustainability
and
the
transparent
reporting
standards
also
have
a
positive
impact
on
Geberit
as
an
investment
opportunity.
Over
the
last
years,
Geberit
has
developed
to
an
interesting
share
for
investors
who
are
aware
of
environmental
friendly
behavior.
The
share
of
the
company
is
listed
in
the
Dow
Jones
Sustainability
Index
(DJSI)
(SAM,
2010).
5.3.2 Environment
and
Recycling
Training:
Description
and
Results
In
the
following
paragraph,
Geberit’s
employee
training
initiative
will
be
described
in
more
detail.
The
initiative
is
called
the
“environmental
and
recycling
training”
and
is
conducted
for
the
employees
at
the
production
site
Rapperswil‐Jona.
To
get
a
detailed
understanding
of
Geberit’s
initiative,
the
case
study
follows
the
different
steps
showed
in
the
illustration
above.
First,
the
specific
needs
for
this
initiative
will
be
outlined.
Based
on
the
needs,
the
objectives
for
the
initiative
are
described.
The
scope
and
the
actual
content
of
the
CEI
will
be
described
as
the
third
step.
And
as
a
fourth
step,
a
model
will
be
presented
for
the
several
roles
and
responsibilities
that
were
taken
dur‐ ing
elaboration
and
rollout
of
the
initiative.
The
last
paragraph
of
this
subchapter
will
highlight
the
results
of
the
CEI
and
show
what
has
been
achieved
by
the
implementa‐ tion
of
the
initiative
so
far.
Additionally
to
the
steps
already
mentioned,
the
illustration
shows
the
most
important
key
words
for
the
respective
step,
which
will
be
explained
in
the
text
below.
Fig.
20:
Overview
of
Geberit’s
Initiative
for
Environmental
Training.
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0;:.2A$
The
second
case
study
was
the
case
of
Geberit.
In
the
model
for
CES,
Geberit
follows
more
of
a
type
B
strategy.
This
represents
the
transformation
of
the
business
towards
eco‐friendly
business
opportunities.
Regarding
the
lessons
learned,
here
the
manage‐ ment
support
lies
more
on
the
sustainability
matter
itself
rather
than
on
the
concrete
initiative.
It
is
about
creating
the
awareness
and
the
understanding
for
the
general
topic.
The
several
CEI
benefit
indirectly
of
overall
importance,
that
is
seen
in
the
topic
by
the
employees
and
line
management.
The
third
case
is
Holcim
with
the
hybrid
strategy.
Here
an
‘old’
value
chain
coexists
with
a
‘green’
value
chain.
To
ensure
a
proper
implementation
and
operation
of
the
eco‐friendly
business
section
it
is
the
focus
of
the
management
support
to
create
an
understanding
and
acceptance
for
the
new
‘green’
model.
The
new
model
has
to
work
parallel
to
the
traditional
business.
It
is
more
of
a
balance
to
be
found
between
tradi‐ tional
values
and
innovative
atmosphere
of
a
‘green’
business
section.
The
analysis
of
management
support
reflected
a
set
of
lessons
learned
which
have
to
be
interpreted
in
the
specific
context
of
the
company.
It
shows
that
the
analysis
of
a
CEI
always
has
to
consider
the
strategic
background
of
the
company
to
gain
valuable
re‐ sults.
An
additional
case,
where
the
CES
background
matters,
will
now
be
presented.
HRM
and
Environmental
Sustainability
80
6.2.2 Employee
Training
for
‘Corporate
Greening’
The
case
study
of
Holcim
and
Geberit
included
the
topic
of
staff
training.
The
following
section
will
outline
the
specialties
of
the
training
topics
with
regard
to
environmental
initiatives.
The
following
figure
shows
the
two
lessons
learned
in
this
field.
The
box
on
the
left
represents
the
lesson
learned
form
Geberit.
On
the
right
side,
the
message
form
the
Holcim
case
study
is
shown.
Fig.
34:
Lessons
Learned
in
the
Area
of
Employee
Training.
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123'/450'6*'$%0*&"#0*7' $%'08*'9+*"#,,'!"#$%$%&' :"-&"#//'
)*+*,-.';%7*"50#%7$%&'