Subject category:
Strategy and General Management
Published by:
NACRA - North American Case Research Association
Length: 18 pages
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https://casecent.re/p/196150
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Abstract
The Greening Marines case is appropriate for undergraduate or graduate courses in management, change management, technology implementation, and sustainability and for courses focused on the public sector. Students learn to assess the costs and benefits of a technology solution, analyze stakeholder interests, evaluate enabling and hindering forces, explain how energy cultures influence technology adoption, and devise steps for an organizational change. As Director of the USMC's Expeditionary Energy Office, Colonel James Caley was responsible for developing and directing the USCM's energy strategy. The USMC had increasingly relied on new technologies, which drastically increased fuel needs. In Afghanistan, the estimated fully loaded cost of a gallon of gas was as high as USD1000 and one Marine was either wounded or killed in every 50 fuel convoys. In 2016, Caley contemplated a proposal from BEyOnD, which had studied how Marines' used fuel and had concluded that if the USMC could change behaviors, the organization could reduce fuel consumption by 9-20%. BEyOnD was requesting USD1.7 million to identify high potential behavioral interventions and experimentally test their impact. Caley needed to decide if he should support BEyOnD's proposal. Whatever his decision, he needed to identify the next steps he should take to generate change.
Geographical setting
Country:
United States
About
Abstract
The Greening Marines case is appropriate for undergraduate or graduate courses in management, change management, technology implementation, and sustainability and for courses focused on the public sector. Students learn to assess the costs and benefits of a technology solution, analyze stakeholder interests, evaluate enabling and hindering forces, explain how energy cultures influence technology adoption, and devise steps for an organizational change. As Director of the USMC's Expeditionary Energy Office, Colonel James Caley was responsible for developing and directing the USCM's energy strategy. The USMC had increasingly relied on new technologies, which drastically increased fuel needs. In Afghanistan, the estimated fully loaded cost of a gallon of gas was as high as USD1000 and one Marine was either wounded or killed in every 50 fuel convoys. In 2016, Caley contemplated a proposal from BEyOnD, which had studied how Marines' used fuel and had concluded that if the USMC could change behaviors, the organization could reduce fuel consumption by 9-20%. BEyOnD was requesting USD1.7 million to identify high potential behavioral interventions and experimentally test their impact. Caley needed to decide if he should support BEyOnD's proposal. Whatever his decision, he needed to identify the next steps he should take to generate change.
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Geographical setting
Country:
United States