Skip to main content
The independent home of the case method - and a charity. Make an impact and  donate
 
 
More search options
Basket icon
No items
Basket icon

Product details

Product details
By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Thumbnail image for product with reference number W92C26
Google Energy Shifts into Renewables
Case
-
Reference no. W92C26
Subject category: Strategy and General Management
Authors: Andrew J Hoffman (Ross School of Business, University of Michigan); Benjamin Bunker (School for Environment and Sustainability, University of Michigan); Jennifer Foster (Ross School of Business, University of Michigan); Jason Levine (School for Environment and Sustainability, University of Michigan); Rodrigo Sanchez (Ross School of Business, University of Michigan); Gaurang Sethi (Ross School of Business, University of Michigan); George Tan (Ross School of Business, University of Michigan)
Published by: WDI Publishing, William Davidson Institute (EDI), University of Michigan
Originally published in: 2012
Version: 3 April 2012
Length: 14 pages
Data source: Published sources
Topics: Strategy
Share a link: https://casecent.re/p/146443
| No reviews for this item
View our pricing guide or login to see prices.

Abstract

Google has been widely criticized for its data center energy usage. Google Energy, a recently created subsidiary, has successfully responded to this criticism but must now formulate an expansion strategy. If successful, the expansion is expected to strengthen Google's image as an industry leader in energy procurement, provide strong financial returns, and create a lucrative new market. However, this initiative has high risks. The team must evaluate: Were its current efforts enough, or were they just the baseline? How far should Google go to address the environmental impacts of its operations? This case was written under the supervision of Professor Andrew Hoffman by graduate students Benjamin Bunker, Jennifer Foster, Jason Levine, Rodrigo Sanchez, Gaurang Sethi, and Geroge Tan.
Thumbnail image for product with reference number W92T26
Google Energy Shifts into Renewables
Teaching note
-
Reference no. W92T26
Subject category: Strategy and General Management
Authors: Andrew J Hoffman (Ross School of Business, University of Michigan); Benjamin Bunker (School for Environment and Sustainability, University of Michigan); Jennifer Foster (Ross School of Business, University of Michigan); Jason Levine (School for Environment and Sustainability, University of Michigan); Rodrigo Sanchez (Ross School of Business, University of Michigan); Gaurang Sethi (Ross School of Business, University of Michigan); George Tan (Ross School of Business, University of Michigan)
Published by: WDI Publishing, William Davidson Institute (EDI), University of Michigan
Originally published in: 2012
Version: 3 April 2012
Length: 14 pages
Data source: Published sources
View full details

About

Abstract

Google has been widely criticized for its data center energy usage. Google Energy, a recently created subsidiary, has successfully responded to this criticism but must now formulate an expansion strategy. If successful, the expansion is expected to strengthen Google's image as an industry leader in energy procurement, provide strong financial returns, and create a lucrative new market. However, this initiative has high risks. The team must evaluate: Were its current efforts enough, or were they just the baseline? How far should Google go to address the environmental impacts of its operations? This case was written under the supervision of Professor Andrew Hoffman by graduate students Benjamin Bunker, Jennifer Foster, Jason Levine, Rodrigo Sanchez, Gaurang Sethi, and Geroge Tan.

Related

Thumbnail image for product with reference number W92T26
Google Energy Shifts into Renewables
Teaching note
-
Reference no. W92T26
Subject category: Strategy and General Management
Authors: Andrew J Hoffman (Ross School of Business, University of Michigan); Benjamin Bunker (School for Environment and Sustainability, University of Michigan); Jennifer Foster (Ross School of Business, University of Michigan); Jason Levine (School for Environment and Sustainability, University of Michigan); Rodrigo Sanchez (Ross School of Business, University of Michigan); Gaurang Sethi (Ross School of Business, University of Michigan); George Tan (Ross School of Business, University of Michigan)
Published by: WDI Publishing, William Davidson Institute (EDI), University of Michigan
Originally published in: 2012
Version: 3 April 2012
Length: 14 pages
Data source: Published sources
View full details