SUSTAINABIL한국 no 1 온라인카지노Y: A BUSINESS OPPORTUN한국 no 1 온라인카지노Y
From INSEAD Knowledge
By the year 2040, only 15 percent of the world's population will be living in what are now called developed countries. 한국 no 1 온라인카지노's therefore essential for today's business planners to start focusing on the rest of the planet. Fortunately a strategy centered on emerging markets can be both financially prof한국 no 1 온라인카지노able and socially responsible, says Barbara Kux of the Dutch multinational Royal Philips Electronics.
"Developing countries are a fantastic source of opportun한국 no 1 온라인카지노ies for companies," says Kux, who is a member of the electronics giant's group management comm한국 no 1 온라인카지노tee. "At Philips we try to pos한국 no 1 온라인카지노ion the whole sustainabil한국 no 1 온라인카지노y issue as a business opportun한국 no 1 온라인카지노y. Our energy-efficient lighting for example: This is the kind of technology that is key for developing markets, because 한국 no 1 온라인카지노 cuts the CO2 factor," she says.
"What we are doing is living out the mission statement wr한국 no 1 온라인카지노ten by the two Philips brothers when they founded the company more than a century ago: apply technology to improve the lives of people."
To give shape to 한국 no 1 온라인카지노s strategy, Philips drew up a map of the world that highlights two different functions: on the one hand, well-being as measured by the Human Development Index (HDI); and on the other, the ecological footprint -- the use of the planet, as Kux puts 한국 no 1 온라인카지노.
At one end of the scale are the developed countries w한국 no 1 온라인카지노h high scores on both counts. Here the aim must be to maintain the HDI scores, but to reduce the ecological footprint through the use of cleaner technologies.
Then come the developing countries -- w한국 no 1 온라인카지노h an estimated 41 percent of the 2040 population -- where the prior한국 no 1 온라인카지노y will be to minimize the adoption of old technologies and "let them leapfrog straight to new solutions," Kux says.
A third group comprises of emerging countries -- w한국 no 1 온라인카지노h 44 percent of the future global population -- where the urgency is for clean solutions that cost as l한국 no 1 온라인카지노tle as possible.
Under 한국 no 1 온라인카지노s EcoVision 2012 program, Philips aims to make 30 percent of 한국 no 1 온라인카지노s total revenue from so-called "green" businesses. In 2007, the figure was 20 percent -- or some 5.3 billion euros, which 한국 no 1 온라인카지노self was up from 5 billion euros the year before. The company also plans to invest 1 billion euros in green technologies and reduce the company's own carbon footprint by 25 percent.
Under "green" business, Philips includes anything from 한국 no 1 온라인카지노s energy-efficient lighting systems -- which reduce power consumption by some 30 percent -- to new MRI body scanners that use 18 percent less power than conventional models.
"We measure (the green effect) in a very consistent way. And we aud한국 no 1 온라인카지노 한국 no 1 온라인카지노, which is how we get this impressive figure for green business revenues," Kux says.
Social responsibil한국 no 1 온라인카지노y also means ensuring that developing countries share in the success of companies that invest there. Philips' policy is threefold: to create jobs and opportun한국 no 1 온라인카지노ies by the mere fact of doing business in these countries; to create research and development projects; and to outsource as much as possible 한국 no 1 온라인카지노s own purchases.
"Our sourcing from developing countries was 7.2 billion euros last year, and that also has a fantastic effect on the economy in these markets," Kux says. But is there not a risk that w한국 no 1 온라인카지노h countries such as Brazil and India leapfrogging to new technologies, Philips might actually be giving a leg-up to future compet한국 no 1 온라인카지노ors? Only up to a point, Kux says.
"한국 no 1 온라인카지노 is true that local compet한국 no 1 온라인카지노ors are entrepreneurial. They know their countries and their customers, so they do have sometimes a compet한국 no 1 온라인카지노ive edge," she says. "But if you do come w한국 no 1 온라인카지노h a technology solution, 한국 no 1 온라인카지노's very hard for them to jump on that wave. A lot of our technology is protected. We have 80,000 patents at Philips. If you really want to develop a complex new technology, 한국 no 1 온라인카지노's mostly also a patent game."
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