Dell Computer Sustainability Performance Metrics
Dell Computer Corporation is the world’s largest supplier of personal computers (Fleming, 2006). Dell’s goal is to be “the greenest technology company on the planet” (Ball, 2008, p. 1). Hence, Dell, like many corporations today, establish sustainability initiatives to persuade regulators, stakeholders, and consumers of their commitment to protect society and the environment. However, companies must support these claims with tangible performance metrics. Thus, some of the processes, programs, and reports Dell using to identify and measure performance is examined.
Performance Measures
Dell Computer Corporation believes stakeholders must be given long term value by ensuring the company commits to and integrates economic, social, and environmental sustainability into its business practices (Litten, 2005). Hence, Dell’s commitment to this goal is evidenced by becoming a Ceres company (Fleming, 2006). Ceres is a national coalition of investors, environmental groups, and public welfare organizations assisting companies with sustainability efforts. Thus, Dell was lauded for being the first in the computer industry to partner with Ceres (Fleming, 2006).
Moreover, companies involved with Ceres must agree to the following terms: discuss sustainability issues with shareholders and stakeholders, release sustainability reports to the public, and commit to continuously improve sustainability efforts (Fleming, 2006). Thus, an assumption can be made based on Dell’s definition of sustainability and its Ceres affiliation that industry standards, sustainability performance, and shareholder reaction are key performance drivers. Consequently, aspects of this assumption are found in Del...
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...ould be measured or what constitutes a “footprint” (Ball, 2008). Consequently, Dell is no different than other corporations attempting to calculate emissions on their own terms.
Conclusion
The relevance of sustainability is clear. Regulators, stakeholders, and consumers expect corporations to account for the impact their business practices have on society and the environment. Hence, corporations must not only promise to act they must also provide realistic, tangible performance metrics that magnify their level of commitment. While this is a challenge all corporations face Dell has embraced the challenge. Dell’s sustainability performance is measured, monitored, tracked, and made public through its annual sustainability reports. Inasmuch as sustainability is continuous more work needs to be done. However, Dell’s overall scorecard is impressive.
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