Published by:
Harvard Business Publishing
Length: 12 pages
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Abstract
Although modern urban recycling programs have successfully created a tremendous supply of recycled newspapers, glass bottles, and office paper, when it comes to consumer and business demand for products made from these materials, the economics of recycling falls apart. The present cost of collecting and processing recyclable materials far outweighs their value as a commodity that can be sold back to industry. Yet precisely because of this market uncertainty, companies can seize the competitive high ground. Rubbermaid, Moore Business Forms, and others have dramatically increased market share with appropriate offerings. In addition, top managers of companies like Bell Atlantic and Coca-Cola have made buying recycled products and investing in green R&D part of their business strategies. Through such efforts, business leaders help to challenge current recycling myths, including the supposed high price and low quality of recycled products.
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Abstract
Although modern urban recycling programs have successfully created a tremendous supply of recycled newspapers, glass bottles, and office paper, when it comes to consumer and business demand for products made from these materials, the economics of recycling falls apart. The present cost of collecting and processing recyclable materials far outweighs their value as a commodity that can be sold back to industry. Yet precisely because of this market uncertainty, companies can seize the competitive high ground. Rubbermaid, Moore Business Forms, and others have dramatically increased market share with appropriate offerings. In addition, top managers of companies like Bell Atlantic and Coca-Cola have made buying recycled products and investing in green R&D part of their business strategies. Through such efforts, business leaders help to challenge current recycling myths, including the supposed high price and low quality of recycled products.