How To Get Started Redefining Productivity within Energy Use

Abstract: Title: How to get started redefining productivity within energy use: A multiple case study of how large tech companies in Silicon Valley get started with creating shared value initiatives for improved energy efficiency Seminar date: 2015-05-26 Course: FEKN90, Degree Project, Master level in Business Strategy, Business Administration, 30 University Credit Points (30ECTS) Authors: Caitlin Bengtsson and Jacob Carlsson Supervisor: Matts Kärreman Key words: Creating shared value, CSV, redefining productivity, energy efficiency, energy reduction program, how to get started Purpose: The purpose of this thesis is to identify the operational steps of how to get started with an energy reduction program. By identifying these steps, this thesis aims to develop the usability and depth of the creating shared value framework. Methodology: This research followed a qualitative multiple case study design including eight case companies situated in Silicon Valley, California. The empirical information was gathered through twenty four semi-structured interviews with the people responsible for driving energy efficiency or sustainability at these companies. The empirical information was then analysed through a thematic analysis and compared to previous literature through pattern matching. Theoretical perspective: To get started with a CSV-initiative previous literature suggests that companies begin with setting the right vision and deciding which key issue to focus on. Subsequently, they should initiate a search for ideas in areas where the company intersects with society. As ideas for disentangling the issue are identified they are also screened from an environmental and a financial perspective. The best ideas are chosen and launched as initiatives. Empirical findings: To get started with an energy program, our empirical findings suggest that companies begin with ensuring that the right preconditions for energy efficiency are in place. These preconditions are executive support, an energy measurement system, a group of people being the driving force and an enabling company culture. Subsequently, the company should get started initiating the actual energy program, which includes finding, assessing and pursuing ideas to be presented to decision makers in hope for approval. Finally, to ensure continued work with energy efficiency our empirical information upholds the value of sharing the story of successful initiatives. This is particularly important in the beginning of establishing the energy program as it increases the program’s credibility. Conclusions: This thesis is concluded by an eight step strategy for how to get started with an energy program. The steps that make up the strategy are: 1) Get support from executive management, 2) Measure and understand your energy use, 3) Create a driving force, 4) Create a favourable culture, 5) Identify ideas, 6) Asses identified ideas, 7) Pursue and sell the ideas internally and, 8) Evaluate and market your success.