¶ … CIO's concern with going green is that is an efficient process that utilizes available resources and conserves energy (and associated expenses) all throughout the IT function. This can involved creating new energy-efficient data centers, simplified infrastructures by consolidating servers or using virtualization options and/or implementing cooling solutions in data centers already in place. From an agency theory perspective, the CIO's concern is to identify the "governance mechanism" by which the conflict between agent and principal can be reduced (Eisenhardt, 1989, p. 59). In terms of going green, the self-servicing principal of the agent is reduced by energy conservation efforts that promote cost-saving benefits for the company and which also help to save the planet (Martin, Kemper, 2012).
The benefits of going green are that doing so can increase shareholder value by reducing operational costs. As energy prices rise, so too does operational expense, and by conserving energy through green tech, companies can cut expenses, which leaves more money for shareholders or other avenues. Savings can be quite large considering that data centers can eat up nearly half of a company's energy bill.
Another benefit is that going green can give a company a good reputation as a corporation that cares about CSR (corporate social responsibility). CSR shows that a firm is dedicating to reducing waste, caring about the environment, and doing its part to benefit humanity. In other words, it is a firm that shows that it puts people and the planet before profits. Such a reputation can go a long way in helping the firm to grow in popularity among consumers who appreciate a scaled back approach to protecting the earth and not wasting energy. As Betancourt and Farrell (2011) point out, Green IT actually does...
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However, the company has in general enjoyed success overseas and as a result international sales now account for 27% of operating income (2010 Starbucks Annual Report). The international division remains a key source for growth at Starbucks, in particular the Chinese market, where Starbucks has enjoyed considerable success and now sits at over 500 stores. The company struggled in the mid-2000s due to two main factors. The first was the
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