You are on page 1of 12

SIES Journal of Management, March 2011, Vol.

7(2): 13-23

Sustainable Development through


Green-Marketing in the Automobile Industry

Rajesh Nair, P.V.Ranjith & Gaurav Tyagi


Prof. Rajesh Nair is Faculty of Marketing at SIES College of Management Studies.nairrajeshksn@gmail.com
Prof.P.V.Ranjith is Faculty for Operations Research at SIES College of Management Studies.rv99321@gmail.com
Gaurav Tyagi is a student of marketing at SIES College of Management Studies.Gaurav_29be@rediffmail.com.

Abstract Introduction
Green Marketing is not only a new buzz word Green-Marketing:
now-a-days but is a need of prime importance
for the betterment & sustainability of society, The role marketing plays either in the
environment & industries by focussing on design, development and promotion of
the triple-bottom-line and the automobile Eco-designed products or marketing done
industry has a immense impact on it. This in an eco-friendly manner. Green marketing
paper focuses on Indian consumer’s perception incorporates a variety of activities, including
towards green-cars & the need-gap analysis, modifications to products, changes to the
identifies the improvement areas of the green- production and distribution processes,
car makers which needs to be primarily focus packaging changes, and modifications to
on, also includes the best practices adopted marketing communications.
worldwide which can also be implemented Green-Marketing aims at:
in India in order increase the acceptability a) Ways to improve consumer appeal for
level of Green-Cars to achieve a sustainable- environmentally preferable products.
competitive-advantage.
b) Reducing the Impact on the Environment
Key-Terms: Green-Marketing, while Increasing the Impact on your
Sustainability,Green-Washing, Green- Audience.
Ad, Green-Cars, Carbon-Footprint, c) Green marketing must satisfy two
Green-Intelligence objectives: improved environmental
quality and customer satisfaction
Sustainability:
Sustainable development is defined as meeting
“the [human] needs of the present without
compromising the ability of future generations
to meet their own needs.” (World Commission
on Environment and Development, 1987)

SIES Journal of Management, April - August 2010, Vol.7(1) 13


Rajesh Nair, P.V.Ranjith & Gaurav Tyagi

Sustainability “identifies a concept and (Green-Marketing Concepts, Related terms


attitude in development that looks at a site’s and Practices)
natural land, water, and energy resources as The paper includes the green-practices
integral aspects of the development” (Vieira carried out by Reva_Electric_Car_
(1993) Company (RECC), Bangalore, which is
extracted from the documents provided by
Objectives RECC solely for the purpose of this paper
- To understand the Indian consumers’ Models/Matrices Applied:
perception towards the green-cars and towards Critical-to-Quality (CTQ) Tree, Kano
the green-marketing practices carried out by Model, Prioritization Matrix and Cause &
different automobile companies in India, do Effect Matrix
a need-gap analysis and hence identify the
potential customers; Consumer’s Perception towards
Green-Cars
- To identify the critical customer requirements As per the survey, out of 600 respondents,
& the weak areas of the current green- 551 i.e. 91.8% said that they are environment
car makers which needs urgent focus & friendly & hence care for the environment.
improvement in order to increase the adoption Thus if the Indian people are not bound to
level of Green-Cars in India. their needs and not backed by their desires
- To recommend the best practices adopted & limitations & if given to purely select
in different parts of the world suitable for between being environment conscious or
Indian environment with a focus to increase not, they almost blindly agree to say it so.
the acceptability of green-cars in India for 528 i.e. 88% said that they repent when the
sustainable future. smoke of any amount gets generated from
their own car, Also, almost of same number,
Methodology i.e. 530 said that they repent even when the
Sample-Data: smoke gets generated from any other’s car.
This somewhat proves of their environment
Sample Size 600 consciousness. Some decrease in number
Age (Men – Women), 23-55 may be due to the respondent’s confidence
years of their car already being environment-
Hyderabad, friendly or that they are satisfied with the low
Bangalore, levels of smoke generated from their well
Cities Ahmedabad, Delhi, maintained car up to the legally accepted
Gurgaon, Mumbai levels or their own satisfaction levels.
Socio-Economic-Classification: AB Now, entering into the automobile industry,
around 55% i.e. only 330 out of 600 are
Data-Collection:
aware or at least heard of hybrid/electric/
Questionnaire-Survey through mail & environment-friendly-cars, wherever it
direct interview and secondary-research may be.

14
Sustainable Developmentthrough Green-Marketing in the Automobile Industry

When openly asked to give the brief environment-friendly & fuel-efficient


description of the type of car they want to but costly compared to the general car in
purchase anytime in the future. Only 60 i.e. the same segment with similar features &
10% responded that they would like to go specifications. Around 68% said that they
for electric or hybrid cars, 112 i.e. 18.6% are ready to invest (keeping in mind the
replied that they will ensure latest Euro uncertainty of cost of eco-friendly cars
norms in the car of their choice for better compared to the general cars in the same
efficiency. So in all 180 i.e. approx. 30% segment). This assure us that there is some
are serious & without any options given awareness of the long term benefits of eco-
to them, they have efficiency, norms & cars and hence such decisions are visible
standards on top of their mind and consider and also there is great optimism in the mind
them to be as important as any other of the Indian people regarding green-cars.
desirable feature of the car. If not aware of
The above question is irrespective of needs,
eco-friendly-cars, they are at least aware of
necessities, desires, features & quality of
Euro norms but the awareness level of Euro
the cars. If added to the above statement
norms are still nascent and are not appealing
and if asked the same, there might be some
and convincing.
difference in the decision or response which
Now respondents were made aware of these is covered later.
types of cars. Many respondents (60%)
To those people who are aware of eco-
said that if given an opportunity to have a
friendly cars or have some know-how
hands-on experience of the new electric/
of the same, it was tried to find out their
hybrid/eco-friendly-cars, they would be
expectation from the eco-friendly cars if
happy to have so & are curious of having
they want to purchase it. Fuel-efficiency or
such an opportunity. This describes the
better-mileage is on top of the expectation
underlying opportunity for the Indian
card for these people. Indian people had
automobile industry, these are the people
prioritized the hybrid-cars (petrol/electric,
who either are not aware of such cars
CNG/electric) above the complete electric
but are enthusiastic for the experience,
or hydrogen cars with people (79%) giving
or are aware but due to lack of options &
the most important parameter along with
opportunities or unavailability they are not
fuel-efficiency (88%) to the former one. The
able to further think about it; these are the
reason for this is that Indian people (who are
potential consumers of eco-friendly-cars
aware of eco-friendly-cars) are aware of the
who if given correct information, facilities
strength of electric-cars (inferior compared
& if the benefits of these cars are honestly
to the hybrid-cars).
conveyed as per their needs, they can be
truly converted into the faithful and long- Because they want a car which satisfies all
lasting customers for the companies. their needs & expectations of a family car
and fulfils all the criteria which a general
Now, options were given to make investment
car is providing to the proud Indian car
on these cars. When asked whether they
owners i.e. a family car, a powerful ruff-
are ready to invest in the car which is
tuff car, a long run car, cheap maintenance,

SIES Journal of Management, April - August 2010, Vol.7(1) 15


Rajesh Nair, P.V.Ranjith & Gaurav Tyagi

infrastructure availability and ultimately than price. For them specifications, long-
the ROI. They are aware that if efficiency term benefits, easy servicing etc. are on top
(electric) is clubbed with these petrol/CNG of the cards and for the price, they have
cars, it will not pressurize them to do lot second thoughts.
of compromises, they will remain away of
The second category seems to have some
infrastructure or servicing uncertainty, and
mixed-reactions, reason being, they will
also this will not take away the power &
not prefer a low specification car and also
ruggedness of the normal car and at the same
compromise with features if the prices
time it will provide better fuel efficiency, add
are similar, rather they could prefer a
less maintenance, generate less noise and
general car even if it is not eco-friendly,
will tag them with eco-friendliness label.
but features/specifications & then long-
For some (around 13%), the scenario is term benefits came into picture and also
different. They want a 100% eco-friendly the image consciousness would have come
car even if it is priced higher than the on the cards as well which changed the
general car in the same segment (keeping decision for some.
specifications and features same).
If provided a car of higher price but of similar
Here, car-makers can make a strategic features, higher price will add honor &
move. They can make 100% eco-friendly pride to their image not compromising with
cars and target the niche segment with good the features & strengths of the car, and the
and additional features & specifications and initial investment could be recovered due to
at the same time they can also target middle- the long term benefits of the car, the mindset
to-upper class people with hybrid-cars till Indian mid-upper class people have.
the Indian environment is well adapted to
If provided a car of similar price & of
support electric-cars.
similar specifications/features; the long-
To excavate deep into the mentality of the term benefits, sustainability & also the eco-
potential consumers & the environment friendliness will add chocolate pudding
lovers, three options (each containing 2 over vanilla and hence the confirmation of
sub-options) were provided specifically selection. There are some people who still
from which they need to choose. To find out agree to go for general car. Reason could
the changes in mentality and perception and be the perception and the uncertainty of
hence the final decisions of Indian people infrastructure facility, servicing facility,
towards green-cars when the soft-corners fuelling stations, ROI, spare parts cost etc
like needs, desires, expectation, money, along with the immature knowledge of
features etc. were also given as an option green-cars and the unawareness. Car-makers
along with the choice between a general-car need to re-think about the level of green-
& a green-car. marketing and its related expenditure.
From the above table it is clear that the Now, it seems important for the car-makers
middle-to-upper class consumers are more to convey the message successfully about
features/specifications conscious rather green-cars in order to attract the untouched

16
Sustainable Developmentthrough Green-Marketing in the Automobile Industry

potential investors and consumers. what is also practiced by ESKOM in the ad


(using lights only which is optimally needed
Coming to the green-advertisement, some
i.e. 1 out of 4 bulbs, to display the message
companies like Toyota are actively involved
& they want the viewers to follow the same
in promoting their green-cars like Toyota-
in their general-life). Respondents just
Prius. But are those efforts effective or are
treated it as a mistake or the carelessness
they able to convey their message efficiently
of the company and just focused on the
and also able to hit the bulls-eye in short
written message & understood it as they
time? Some efforts were made to find so.
would have understood any other normal
Below is an advertisement banner of Toyota- ad with similar message.
Prius, which is the old legend among green-
The inference is clear, Indian people are not
cars, recently launched in India.
aware of this concept, or they have less eco-
This Ad-Banner was given to consumers for friendly usage in their general life due to which
the open interpretation of their perception they find it almost impossible to switch to
towards the ad and their 1st view & feel of eco-friendliness message or mindset instantly
the advertisement. in their running life. Companies should take
care of this thing before preparing a green-
Around 62% said that the car is linked advertisement & should come out with a
with the environment with its presence green-ad which is able to convey their message
amongst the natural beauty & could have as efficiently & as effectively as possible to
some environment-friendly features. Good the new Indian green-consumers. Increasing
number though. But 38% were not able Green-Intelligence among customers is the
to identify the same. For them the looks, need of an hour.
appeal, different feel etc were the only
comments which were on top of their mind. Almost all, i.e. 92% wanted the Indian car
They were nowhere near to the environment companies to come out with eco-friendly
or eco-friendliness. cars in the near future & compete with the
foreign players. This shows the level of faith
Car Makers need to still work more on they have on the Indian car companies.
their perception towards the consumer’s
perception of understanding the ad as they Measures in Order to Increase the
want them to understand. Seeing the results, Adoption Level of Green-Cars in
they are near it. India
Now if the company is trying to convey a 1) Fuelling/Recharging Infrastructure
message through an ad by practicing the
In order to increase the adoption level of
message in the ad. Are they succeeding or
green-cars, the measure should start by
will they succeed? Like the ad below.
focusing on providing the basic feature of
When asked to all the 600 respondents, fuelling/recharging infrastructure. Some
only 160 were able to point out the actual innovations & steps adopted in other
message & the practice, rest all were even countries for providing easy & approachable
not able to link the written-message with fuelling/recharging infrastructure to green-

SIES Journal of Management, April - August 2010, Vol.7(1) 17


Rajesh Nair, P.V.Ranjith & Gaurav Tyagi

car owners which can also be implemented websites for details) and willing to share
in India are as follows: information about their charging habits.
This data will then be studied by DOE to
a) Charge Spots & Smartlet Stations
“optimize future electric vehicle charging
for public spaces:
infrastructure.”
New Deal Design, the San Francisco
c) Mobile Charging Stations for
design shop has teamed up with e-car
Stranded Electric-Cars
venture Better-Place to create the Charge
Spot, an electricity outlet that received the The ‘Angel Car’, by Swiss company
gold medal in 2009’s International Design Nation-E, is heaven-sent for frustrated
Excellence Awards. They call it as “mini- electric-car owners who find themselves
tower of electric power.” stranded with no power. This green-vehicle
is a mobile powerhouse (230V Charger),
Better Place’s goal is to have these electricity
capable of charging up depleted tanks on-
outlets built wherever people might park
site in 15 minutes for 18.6 miles when an
their cars for long stretches—parking lots,
electric station is too far away.
garages, and streets. Within six hours, their
cars would be fully juiced and good to go. d) Remote Emergency Charge by
REVA
b) Free fast-charging stations with
eco-cars REVive remote emergency charge. REVive
is exclusive to REVA and acts like an
GM has announced that early adopters (in
invisible reserve fuel tank and addresses
certain cities) of Chevrolet Volt will be
‘range anxiety’. If a customer runs out of
eligible for one of 4,400 free home charging
charge, they can telephone or SMS REVA’s
stations. The 240-volt fast-charge station
customer support centre. The advanced
deal is tied to a U.S. Department of Energy
telematics feature will assess the car’s
(DOE) program which aims to assess
batteries remotely and activate a reserve
electric vehicle charging infrastructure
amount of energy while protecting the
requirements, meaning those who take up
battery life. Within minutes, a few extra
the offer will be required to share data on
kilometers of range are made available via
charging and use of their vehicle (Green-
the telematics and the driver can continue
Intelligence).
home or to a place where the REVA can be
A 120-volt charge cord will be sold with the charged.
Volt as standard. Using this option the car
The charging/fuelling infrastructure should
can be charged overnight (around 10 hours
be standardized throughout irrespective
for a full charge), but with the 240-volt
of the Car Company or charging/fuelling
charge station charging time is reduced to
station for the customer convenience.
approximately four hours.
2) Easy & Quick Charging
To apply for the 240-volt charge station, Volt
buyers must live within the cities covered Providing Easy charging is easy, but
buy these programs (visit the respective providing quick charging facility is based

18
Sustainable Developmentthrough Green-Marketing in the Automobile Industry

on technological advancements & its effect generations.


on overall price of the car.
- Detailed Information of how the
Reducing Cost but not providing Kano selected car can positively affect the
Basics is a huge no no for the Indian Value environment & health in terms of CO2
Customers. They would pay a higher price Emissions, chemical excretion etc
if the irritating factors are taken care of - To make them understand what are
& the basics are provided first, rest all is carbon-footprints and how just the
secondary as was also mentioned in the selection of a green-car can help an
consumer’s perception survey. individual to reduce their carbon-
The REVA NXR & Nissan Leaf has come footprints
out with the quick charging option which - How their simple selection can help
can re-charge in 15 min to offer a 40 Km in creating a sustainable future &
driving. how it can positively affect the future
RECC is working on Rapid-Recharging- generations to live their natural &
Stations where a Reva can be driven to what hassle-free life.
looks like a diesel/petrol-pump and get a For providing detailed information some
decent charge in about 5-10 minutes -- about steps can be taken such as:
the time it takes to fill your car with gas.
a) Hybrid Scorecard (HS)
These options somewhat eliminates the
confusion of why not to buy the green- How to Use the Hybrid Scorecard
cars. Once charged for next 40 Kms, the i. Identify what you’re really paying for in
car can be charged at the destination halt a hybrid vehicle.
with the help of any of the above mentioned
ii. Look past the hybrid label to see if
facilities. If Quick charging facility is not
hybrid technology is truly being used
available nearby, the Angel-Car is always
to maximize reductions in both global
there to help you.
warming and smog-forming emissions.
The technology can be different, but the iii. Get the best environmental “bang for
charging in-let should be same in any car your buck.”
for any company to ensure easy charging
for the car-owners. iv. Find out which hybrid models have
extra “bells and whistles” that artificially
3) Green Intelligence: increase the price of the vehicle.
Includes: b) Green-Advertisements showing how
- Providing detailed information about the green-cars & green-advertisement
the eco-friendly features of the car are made & how you can contribute to
the same by accepting one.
- Information about how their private
travelling activities negatively affect c) REVA’s Green-Disclosures: RECC
the environment, health & the future has plans to provide detailed information

SIES Journal of Management, April - August 2010, Vol.7(1) 19


Rajesh Nair, P.V.Ranjith & Gaurav Tyagi

in the online & hard disclosures can reduce the cost of producing batteries
mentioning the making of the car opted, by 50% in the next five years.
the energy saved & the potential energy
Some says that the mass production will
saving if you opt one.
reduce price by the factor of 2 in the coming
4) Green-Car-Price: The Controlling 5 years.
Factors The Department of Energy of United States
a) Battery (Costing around 50% of the aims for reducing the costs of car-battery
total green-car cost) by around 70% from the previous year’s
cost, by 2014.
The major problem that these electric cars
are facing these days is the high cost of the To address the price sensitive, value
huge battery packs. Scientists and experts conscious consumer, Reva is coming up
think that this cost reduction will take a with a flexible business model whereby
long time to appear. The reason behind this the price of the battery will be removed
is that the battery packs do not come with from the upfront price of the car, and the
the traditional economies of scale. Also, customer can choose to lease the battery
More than 30% of the cost of the batteries on a monthly basis. That will provide an
used in the packs comes from metals such apples-to-apples comparison in terms of the
as nickel, manganese and cobalt. (Lithium battery cost versus fuel cost.
makes up only a small portion of the metals The Energy-Management-System (EMS)
in the batteries) of REVA extends driving range by 15 %
and battery life by 25%.
The price of the electronic parts used in
battery packs as well as the enclosures that Since the battery cost seems to be very
house the batteries aren’t likely to decline uncertain and also depend on the market
appreciably. conditions. Other parameters need to be
focused on.
Prices for these metals, which are set on
commodities markets, aren’t expected to b) Sustainable Manufacturing
fall with increasing battery production—and Methodology & Infrastructure
may even rise as demand grows, according
The cost reduction is possible through
to a study by the Academies of Science.
capable factory management, reducing the
For e.g: The battery pack in Nissan Leaf waste and some other expenses related to
compact car, the all-electric vehicle costs management.
$15,600 to the Nissan Motor Co which can
Electric Car Company is guided by the “zero
create problems. The company stated that
principle” of the Maini Group (Reva Car
it might reduce the battery price through
Company) i.e. Zero-defects, zero-delays,
its manufacturing scale. The company is
zero-inefficiencies and zero-pollution. This
making a new plant with the capacity of
is achieved through Zero-Wastage and
assembling around 200,000 packs a year.
Zero-Compromises.
Some battery makers are confident that they

20
Sustainable Developmentthrough Green-Marketing in the Automobile Industry

REVA requires extremely low maintenance There is major problem in India related to
because of the minimum number of moving the financial benefits & incentives for the
parts and the latest on-board diagnostic green-car makers & the owners due to which
tools that store three years data and enable India is not able to attract much of them &
prompt service. This enhances efficiency, is not considered by the car-companies as
performance and high degree of reliability. a country on the priority to launch their
RECC incorporates the latest in EV expensive green-cars.
technology and cost effective manufacturing
For E.g: Nissan said no to electric cars in
processes making REVA commercially
India
viable at an offer price significantly less
than that of EVs globally. The Nissan Leaf EV is not seeing India for
another few years only because of lack of
The company is building a new ultra
special incentives in India & they do not
low carbon vehicle assembly plant in
want to take risk with their expensive EV’s.
Bangalore India, with a capacity of 30,000
units/annum, to accommodate increased The major steps which are taken in the
production and is planning to introduce other countries, by companies with private
even more measures to ensure that it has the support which can also be implemented in
cleanest and greenest production. India to provide financial benefits to the
green-car makers & owners in order to not
The company has said that the REVA NXG
only increase sales of green-cars but also let
and REVA NXR will be manufactured
them consider green-cars to be a better &
at its new green manufacturing plant in
sustainable option compared to the general
Bangalore, which will be built on LEED’s
conventional cars, are:
(Leadership in Energy & Environmental
Design) guidelines with new capabilities, Federal Plug-in Hybrid Tax Credit:
such as rainwater harvesting, solar charging,
solar heating, and natural ventilation. The American Recovery and Reinvestment
Act 2009 modify the credit for qualified
All these green infrastructural changes plug-in electric drive vehicles. The
towards sustainable development, structured minimum amount of the credit for qualified
methodologies like TRIZ (Theory of plug-in electric drive vehicles is $2,500 and
Inventive Problem Solving), Lean-Factory- goes till $7,500 depending on the battery
Management & Six-Sigma along with the capacity. The full amount of the credit will
Green-Practices helps in drastically cutting be reduced with respect to a manufacturer’s
down the overall cost of production and vehicles after the manufacturer has sold at
helps in making the company sustainable. least 200,000 vehicles.
This can highly compensate the high cost Federal Plug-in Hybrid Conversion Tax
of batteries. Credit :
c) Financial Incentives, tax benefits, The American Recovery and Reinvestment
credits and other support Act of 2009 provides a tax credit for
qualified plug-in electric drive conversion

SIES Journal of Management, April - August 2010, Vol.7(1) 21


Rajesh Nair, P.V.Ranjith & Gaurav Tyagi

kits, which is equal to 10% of the cost of to any employee.


conversion. German government spends a lot on
Insurance discount for Hybrids (private) : research and development in EV sector.
Since manufacturers benefit a lot from this.
Hartford-based travelers’ personal lines
Countries like Greece and Denmark do
nationwide offers a 10% discount on auto-
not charge road tax or registration fee for a
insurance to customers driving hybrid-
brand new electric-car.
electric models.
China - China is actively supporting the
All-electric Nissan-Leaf is getting a $7,500 use of electric-cars and the electric-car tax
federal tax credit, a $2,500 cash rebate from credit system in China, benefits the taxi
the state. In Washington, electric-cars are owners; which is up to $9,000.
exempt from sales taxes.
There need to be standardization of the tax
Hotel Discounts for Hybrid Drivers benefits throughout the country at least for
(private) : A number of hotels are offering Green-Cars,
discounted or free parking and special room E.g. buying a Reva in Delhi is `1.5 lakhs
rates to customers who own or rent a hybrid cheaper than anywhere else (where the car
such as up to $20 off rooms, half-price retails for `4.5 lakhs).
parking, or both
d) Less production of cars
Parking Incentives:
As said, the cost of battery & the making
Montclair State University & University cost can be compensated only when there
of Miami : Parking is offered at a 50% is mass production of the green-cars. All
reduction for those students, professors and the above measures if followed efficiently
staff registering a hybrid-vehicle (which can & effectively will increase the demand
run up to $402/year), and at no cost for those of the eco-cars and will be considered
driving a Zero-Emission-Vehicle (ZEV). over conventional cars. This will let the
Purchase Incentives by companies: companies to mass produce & attain
economies of scale thus reducing the cost
American Jewish Committee — Offers of the final green-car handed over to the
its employees in New York and 32 offices potential green car owners.
across the U.S bonus payments of $2,500 or
$1,500 to purchase or lease environmentally- References
friendly vehicles.
1. Andersen (2009), Green Marketing
Bank of America—Offers $3,000 toward the Precautions, Green Marketing PDF, Pg
purchase of a hybrid vehicle to all employees 1-6
who work at least 20 hours/week.
2. Blanco S (2009), Frankfurt 2009: Reva
Google—Offers $5,000 toward the purchase,
NXG looks ready to stomp & NXR is
$2,500 toward the lease of a vehicle that
ready for order, autoblog.com
obtains a Partial-Zero-Emission-Vehicle
(PZEV) emissions rating and at least 45mpg 3. Bowman v (2009), Create a Green

22
Sustainable Developmentthrough Green-Marketing in the Automobile Industry

Marketing Message PDF-Webinar, Pg Colloquium, Pg 1-13


2-10
17. OICA(2002), Sustainable Development:
4. BNET (2007), Understanding Green- The contribution by the Automobile
Marketing, BNET Published, Pg 1-5 Industry, oica.net
5. Cahill M (2009), Seven Questions, 18. Ottman J (2008), Marketers: Follow
BBMG, itshowwelive.com that Prius PDF, Advertising Age, pg
1-2
6. Chapa J (2009), McDonald’s tries to
Go Green with EV Charging Stations, 19. Reid Rory (2010), Angel Car mobile
Inhabitat.com charger rescues stranded electric cars,
cnet.co.uk
7. Cloud (2009), Recent Trends in the
Global Automobile Industry, Top Ten 20. Schinter J (2010), Ways to Improve
Cars, indocaracas.com Company’s Energy Management,
Greenbiz.com
8. EDF (2007), Tallying Greenhouse
Gases From Cars, Environmental 21. Wallis N (2008), Low CVP survey:
Defense Fund advertising spending on fuel efficient
cars doubled in 2007, Low Carbon
9. Levy P (2009), Grow your Green Pdf,
Vehicle Partnership, Pg 1-2
Pg 2
22. Wenzel E (2008), Coulomb unveils
10. Foreman S (2007), Green Purchasing
Electric-Car charging stations, Green
& the future of Green Marketing in the
Tech – C net News
US PDF, Portland online, 3-15
23. Wong V (2009), Gold Award: Electric
11. Goldsmith (2007), A Roadmap
Car Recharging Station, Bloomberg
to Sustainable Transport, Insead
Business week
Knowledge, Pg 1-3
12. Liss G (2009), Zero Waste Business
Pdf, earthresource.org, Pg 2
13. McKeegan N (2010), free fast-charging
stations for 4,400 Chevrolet-Volt
owners, gizmag.com
14. Murthy D (2010), Auto Boom
Sustainable – SIAM, top news. in
15. Murthy S (2009), Electric Cars in India:
So few, India Knowledge at Wharton
Published, Pg 1-5
16. Moniz B (2008), The Automobile
Industry & Sustainable Development,
16th GERPISA International

SIES Journal of Management, April - August 2010, Vol.7(1) 23


Copyright of SIES Journal of Management is the property of SIES College of Management Studies and its
content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's
express written permission. However, users may print, download, or email articles for individual use.

You might also like