Research Method Used :Research is a systematic purposive investigation looking for the facts

through verifiable methods in order to establish a relationship between

them and to conclude from them broad principles or laws.
This project report is based on Exploratory Research, that is, I have
conducted a preliminary study of an unfamiliar problem. I have done it
to generate new ideas or increase my familiarity with the problem.
Generally the methods used are literature survey, experience survey, case
studies websites etc.

Data Collection Method:There are two categories of data collection methods: Primary and
Secondary. I have used both sources of data. The sources include
websites, text book and reference books. Details of these sources are
available in Bibliography and Webliography.

Statement of Objective:-

This project fulfills the following general objective:

-To understand the concept of Green Strategy with the help of the
organization which has odpted it.
Following are the specific objectives:
- To study about Nokia as a growing organization.
- To understand the eco-friendly approaches adopted by Nokia.
- To study the impact of Green Strategies on the success of Nokia.

PROJECT REPORT OF GREEN STRATEGY

CASE STUDY : NOKIA
SIGNIFICANCE:Marketing products and services based on environmental
factors or awareness. Companies involved in green marketing make
decisions relating to the entire process of the company's products, such
as methods of processing, packaging and distribution.

GREEN STRATEGY:Green innovations include products or technology- enabled

engineering, design and manufacturing approaches that drive changes
in products, business processes and systems to achieve energy
efficiency and preserve the environment. Green innovations
include,but are not limited to:
Industrial process innovations that enable efficient manufacturing and
product distribution.
Dynamic systems that rely on advanced sensors and networked
communications to create highly efficient smart homes and offices.
Intelligrid systems that increase efficiency and realiability of
electricity supply.
3

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

efficiency.
Low- emittance coatings that enable energy efficient windows and
skylights
Energy efficient light-emitting dicode (LED) lighting.
Green innovation is defined as hardware or software innovation that is
related to green products or processes, including the innovation in
technologies that are involved in energy-saving, pollution
prevention, waste recycling, green product designs, or corporate
environmental management. Green innovation is used to boost the
performance of environmental management in order to satisfy the
requirements of environmental protection .The measurement of the
performance of green product innovations contained four items:
(1)The company chooses the materials of the product that produce
the least amount of pollution f or conducti ng the product
development of design.
(2) The company chooses the materials of the product that
c o n s u m e t h e least amount of . energy and resources for conducting
thep r o d u ct development of design

(3) The company uses the fewest amounts of materials to comprise the
product forconducting the product development or design;
(4) The company would circumspectly deliberate whether the product is
easy to recycle, reuse,
and decompose for conducting the product development or design.

Green Innovation in India :India is waking up to a new dawn of meaningful industry-academia

collaboration for joint research in areas of cutting edge technologies for
tomorrow. As part of this novel initiative Corporates are making a
pavement for the green world and transforming the energy utilizing
economy into an efficient energy-utilizing economy. The total global
ICT industry isresponsible for approximately 2% of the worldwide
carbon emissions, equivalent to emissions from the airline industry. By
2020, even with massive improvements in technology for energy
efficiency, the IT industry will emit 3% of the world's carbon
emissions. It is also predicted that there will be a 50-100% increase in
electrical costs between 2012 multiplying energy cost that will amount
to 50% of corporate IT budgets in the coming years. The demand from
storage and servers is going to increase by 30%, driving energy costs
further up. (KPMG Report 2009). Reduction in energy and power are
the key points to ensure sustainable growth for both the ICT sector
5

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

technology industry is designing the product life cycle in such a way
that support the manufacture, design and use of products in order to
preserve energy and protect the environment. This industry is
aiming to develop energy efficient servers and new innovations that o
ff e r e q u a l o u t p u t w i t h r e d u c e d p o w e r c o n s u m p
t i o n . A d v a n c e s i n t r a n s p o r t a t i o n technology have
increased fuel efficiency and created alternative fuel vehicles. Radio
frequency identification (RFID) tags, networked systems and ecommerce solutions have enabled manufacturers to improve efficiencies
and conserve energy while greater productivity. Advances in the
building industry including energy efficient lighting, appliances
and heating, ventilation and cooling systems are creating ,new
model of sustainable development.

The Virtuous Cycle of Green Innovation :Individuals,the private sector (including business and community
organizations) and government leaders are the key contributors to
this process. Recognizing this, green innovation is a shared respo
nsibility.Government adopts policy innovations,which create an
environment that encourages both private sector and individual
innovation. At the same time, government policy is influenced by the
6

emergence of new technologies, products,and business practices in

the marketplace, which enhances the awareness of green safe
environment. The green innovation is the shared responsibility of
the people, Govt. and the private sector to increase technological
advancement but not on the cost of utilizing the energy sources and
harming the environment.
Businesses pursue innovations to meet emerging industry trends and
consumer demand for new green products and practices. The private
sector includes a diverse mix of non-profit groups that promote
changes in government policy for developing green environment,
and individual behaviors towards the need of green innovation This
independent sector of organizations is an important
dissemination of green innovation

worldwide.

catalyst

for

Individuals

not

only respond to government incentives and availability of new

products, but also direct the policy through the various channels in
the form of govt. and business organizations to create demand for
new green products in the marketplace.

EVOLUTION OF GREEN:From marketing fad to an all-encompassing environmentally

friendly product life cycle.
Green consumerism as an initial drive
Shift from individual, microcosmic actors towards a
macroscopic perspective.
Included a growth in segment of ultra-green vs. original tiebreak consumers.
This grew to bigger and all-encompassing concerns, pushing
companies to evaluate the entire product-life cycle
GREEN STRATEGY:(1) The green challenge
(2) Attempts to link the green consumer to age or gender
demographically have proved inconsistent.
(3) Green consumer vs. Green purchaser
8

(4) How to attract a green consumer?

WHY COMPANIES GO GREEN:-

Main reason to go green: PROFIT

However, companies must: Uphold responsibilities
Trust from consumers on a global scale
Other models for determining green position.

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HISTORY (NOKIA)

Earlier today, Microsoft completed the acquisition of Nokias

Smartphone business bringing an end to an era, which has seen plenty of
ups and an equal number of downs. Lets take a look at the brief history
of the company that started out as a paper mill in small village in
Finland.
.
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THE EARLY YEARS

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

Southern Finland and followed it up by launching a second mill in the
nearby town of Nokia in 1868. Three years later Idestam transformed his
company to a share company and the Nokia company was formed.

13

Nokia kept growing through the 19th century and in the 1960s the
company branched out into electronics. In the next two years it
developed a host of electronic devices including radio telephones for the
army. In 1979 Nokia took its first steps into telephony by creating
Mobira Oy in a JV with Finnish TV maker Salora, and they created the
Nordic Mobile Telephone (NMT) service. This was the worlds first
international cellular network and in the 80s, Nokia launched its first car
phone called the Mobira Senator.
Five years later Nokia launched the Mobira Cityman, the first mobile
phone that would run on the companys NMT network. At 800 grams
and priced at $6,308, it may be heavy and pricey by todays standards,
but the device soon hit cult status when Mikhail Gorbachev was
photographed using the device.

14

THE GLORY YEARS:-

The 90s were the glory years for the Finnish company. In 1994, Nokia
launched the 2100 with the now iconic Nokia ringtone. Three years later
it launched Snake, one of the most widely recognized mobile games of
all time. The Nokia 2100 was such a big hit that it went on to sell more
than 20 million handsets worldwide, much higher than what the
company had predicted.
In 1997, Nokia also launched the Communicator, which 11 years before
the first iPhone was considered to be much ahead of its time. The device

15

not only looked cool, but also offered features like email, fax, calendar
and a massive display.
The same year, Nokia also launched the 6110 and the 5110 two more
devices, which were way ahead of their time and competition. These
devices offered a much sleeker way of text messaging, a beautiful menu
system customization options like multiple color snap-on covers. These
devices were followed by the 7110, which offered basic web functions,
the 7650, with a built-in camera and the 6650, the companys first 3G
enabled smartphone.
By 1998, Nokia had firmly established itself as the global leader. Where
its rivals like Apple, Sony and Siemens had failed to predict the global
demand, Nokia sailed through these years with a turnover that increased
500 percent from $ 8.9 billion to $42.8 billion.

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THE DOWNFALL:-

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

eternal wealth created by the poor people of Kalevala. Sampo essentially
grinds out gold, salt and wheat from three horns, day and night, but as
nothing good lasts forever, one day Sampo drowns to the bottom of the
lake and the people of Kalevala are returned to their gloom and poverty.
As is with old tales, one can easily relate Nokia to the Sampo. After the
glorious 90s, in 2007 things began to go downhill and rapidly. In the
year 2009, Nokia posted its first quarterly loss in more than a decade.
This was largely due to HTC developing a smartphone running on the
17

yet new Google Android operating system. With the iPhones and various
Android smartphones taking the market by storm, Nokia failed to keep
up with them. Instead of joining the horde of Android adopters, Nokias
new CEO Stephen Elop joined hands with Microsoft to develop
smartphones running on the Windows Phone platform.
Though the partnership saw the development of Nokias popular Lumia
series of smartphones, Nokia wasnt able to rekindle its glory days.

18

END OF AN ERA:-

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

would be acquired by Microsoft in a deal worth $7.2 billion. After eight
months, the deal was completed and with it came the end of an era.

19

Nokia & Green Innovation :Year 2009, the collaboration between WWF (World Wide Fund for
Nature), IUCN (International Union for Conservation of Nature) and
Nokia have won the award of the Finnish national leg in the
international co-operation category with their Connect2earth.org
online online community service. This award is a good example of the
important long term cooperation withnon-governmental organizations
around environment. With close to 4 million visitiors around the
world, Connect2earth shows that young

people care about the

environment. The majority of the members participate in with

their mobiles, especially in emerging markets. Nokia was chosen as
the Top Mobile Handset Company of the year as well
Green Company
the

last

as

the

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

six consecutive years has been winning the No 1

1Telecom and Equipment vendor but especially

the recognition for its take back

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campaign.

2009 year is

Nokia's Initiatives in Green:

year
December,2008

Initiatives
Nokias first recycling awareness drive

January,2009

in South Africa.
The theme is green also in India in

February,2009
June,2009

2009.
Nokia wins tip environmental awards.
Raising awareness on mobile of mobile

August,2009

phones recycling in the middle east.

Nokia wins green company of the year
award I India for its take back

September,2009

campaign.
Dow Johnes Index names Nokia as
worlds most sustainable technology

October,2009

company
Nokias Jucu factory in Romania is one

November,2009

of the worlds leading green building

Nokia rewarded for innovation for

November,2009

sustainability
Nokias gurgaon office in India receives

January,2010

prestigious green Building Award

Nokia promotes mobile phone recycling
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January,2010

in Kenya
Nokia among the top 5 on the list of the
worlds most sustainable companies

NOKIA DESIGNING & RECYCLING:The Nokia designers try and make sure to design a new device which is
friendly to the planet as much as possible. designer think carefully about
the materials they use and the choice is made for eco-efficient recycling
companies to take care of rhea recycling of Mobilephones 65-80%of the
Materials in a nokia mobile phones.65-80% of the materials in a nokia
mobile phone can now be recycled and given a second life.best practices
can recover 100 percent of the materials partly as energy.cover parts of
nokia phones are clearly marked recyclable. Effective end-of-life
practices close the life-cycle loop, putting every and material back into
circulation.End of life practices include recycling of electronic waste
coming from operations. Supplier operations and from the devices
dropped off for recycling. production scrap, invalid or obsolete
components and mobile devices from nolia employees, as well as old IT
equipment are all cycled. the goal of the nokia operation team is to
reduce all waste to a minimum.

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Nokia Take Back Recycling Program :The Nokia Take-Back program was launched in India through a pilot on
January 2009 across the cities of Bangalore, Delhi, Gurgaon and
Ludhiana. As a part of the program, Nokia committed to plant a tree
sapling for every handset dropped, irrespective of brand or model, into
one of its recycling bins. In India, under the Take-Back program, Nokia
has set- up a recycling infrastructure across the country with over 1300
recycling bins installed at Nokia Priority Dealers and Nokia Care
Centers nationally. The company has also launched a unique SMS
campaign wherein customers can get to know about the nearest Nokia
mobile

waste

collection

point

by

simply

sending

an

SMS

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

ponsible

recycling

behaviour amongst consumers. The

company encourages mobile phone users to dispose their used handsets

and accessories such as chargers and headsets, regardless of the brand, at
any of these bins and ensures proper end- of-life treatment for the
waste collected. Promotions and awareness were through the use of
print media, outdoor hoardings and information shared through 1,300
outlets and as an outcome of handsets, accessories and batteries of
23

almost 3 tonnes. Nokia gave surprise gifts to all who dropped in their
handsets in the recycling bins and committed to planting a tree against
every handset dropped. Already 10,000 trees have been planted. From
June this year, the campaign is being rolled out in phases across 15
cities. This is the first ever campaign in the telecom sector in India that
has focused on creating consumer awareness on recycling and urging
consumers to contribute to the well-being of the environment.

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Conclusion:Green Technology holds tremendous potential to meet our energy

challenges and to create new opportunities. There is an unprecedented
degree of consensus today that our nation faces significant energy
challenges that threaten to impact our economic competitiveness,
national security and the global environment. Ensuring a sound energy
future is one of the most urgent policy challenges facing our nation and
indeed the global community. This challenge depends largely on our
nation builders in fostering innovations and new technologies
that can fundamentally modify our energy future to a paradigm shift
that is based on new sources of supply and new patterns of demand. At
the same time, technological progress and Innovation are creating
tremendous new opportunities for a sound energy future. Innovation,
fostered by visionary entrepreneurship and visionary public policy,
can lead the way to addressing our nation's energy and environmental
challenges. Increased efficiencies, innovators are responding with a
range of green energy solutions. Companies across industries are
increasingly

adopting

engineering,

design

and

manufacturing

approaches to drive changes in products and processes that save energy

as a means of improving the environment and keeping the planet green.
Today's corporate world has given new meaning to eco-nomics. Most of
25

the ICT companies have followed the go green concept but still the need
is to make the complete green value chain technology.

Recommendations:-

1.

Parameters for measuring green initiatives As Nokia, Apple

Idea, IBM &others have highlighted about their concern towards green
technology for the complete value chain .The measuring parameters for
eco-friendly product designing must be more transparent to the world
2. Allocation for R & D facilities :-State based allocation
for the R & D facilitie and Energy sources. Models for
product manufacturing should be based on minimum energy
utilizing sources The allocation of energy sources should be
based on the trade- o ff b e t w e e n t h e d e m a n d a
n d a c t u a l consumption of the organization
3. Green Value chain: The Corporates must apply green
technology to the complete value chain. The product
development cycle should adopt the green technology for
designing, manufacturing and recycling.
4.Targeting youth & next generation:
Awareness through Social media may be adopted for making the
next generation & youth more concern about the green.
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BIBLIOGRAPHY
www.wikipedia.com
www.nokia.com
www.asnwers.com
www.youtube.com

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Research Method Used :Research is a systematic purposive investigation looking for the facts
through verifiable methods in order to establish a relationship between
them and to conclude from them broad principles or laws.
This project report is based on Exploratory Research, that is, I have
conducted a preliminary study of an unfamiliar problem. I have done it
to generate new ideas or increase my familiarity with the problem.
Generally the methods used are literature survey, experience survey, case
studies websites etc.

Data Collection Method

There are two categories of data collection methods: Primary and
Secondary. I have used both sources of data. The sources include
websites, text book and reference books. Details of these sources are
available in Bibliography and Webliography.

29

30