Let's Go Green

Abstract

To shed light on how green computing can assist organizations in achieving improved competitive advantage and business sustainability, this chapter has two objectives. First, it aims to develop a theoretically informed taxonomy of enablers that have the potential to incentivize organizations to go green. Second, with the taxonomy as the lens of analysis, it seeks to study the adoption of green computing by two well-known technology giants, namely, Hewlett-Packard and Microsoft Corporation. The taxonomy, which was informed by the theoretical perspectives of short-termism and impression management, identifies three enablers. These include the financial enabler, the technical enabler, and the marketing enabler. Moreover, a case study method was adopted to trace the greenification journey of Hewlett-Packard and Microsoft Corporation. Contributions and implications of the study are discussed both from a theoretical point of view as well as a practical point of view.