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c. DistributionMarket Strategy X3
This strategy uses Greenpeace’s Guide to Greener Electronics of ‘provides voluntary take-back of e-waste in countries not legally required to do so’ –coded as
W2. “This criterion scores companies on their voluntary take-back and recycling
programmes in countriesstates where there are no laws requiring them to do so. The European Union EU has the WEEE Directive Waste from Electrical
and Electronic Equipment, which requires producers to take back and recycle their waste. Likewise, Japan has the Household Appliance Recycling Law,
which makes producers responsible for recycling waste from household appliances and computers. Taiwan and South Korea also have extended
producer responsibility EPR programmes for large household appliances and PCs. A growing number of States in the US and Provinces in Canada have
take-back legislation” Greenpeace Guide to Greener Electronics - Ranking Criteria Explained, 2010: 8.
This criterion also use scale from 0, +1, +2, and +3 to represent bad, partially bad, partially good, and good. Those who score +3 “go to companies who provide
free, easy and global take-back and recycling services for all their discarded products, both for business and individual customers, in every country where their products are
sold” Greenpeace Guide to Greener Electronics - Ranking Criteria Explained, 2010: 8.
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d. Promotion Strategy X4
This strategy uses Greenpeace’s Guide to Greener Electronics of disclosure of carbon footprint GHG emissions of company’s own operations and two stages of the
product supply chain -coded as E2. This criterion scores companies on disclosure of greenhouse gas GHG emissions. Companies should use the GHG Protocol
Corporate Standard to calculate emissions from their own operations and at least two stages of their supply chain. The keyword in this criterion is disclosure.
This criterion also use scale from 0, +1, +2, and +3 to represent bad, partially bad, partially good, and good. Those who score full mark are companies who not only
disclose GHG emissions from their own operations and two stages of the supply chain, but also get the calculations ISO 14064 certified Greenpeace Guide to Greener
Electronics - Ranking Criteria Explained, 2010: 10-11.
e. Stock Price Y
The capital stock –or simply stock- of a business entity reflects the original capital paid into or invested in the business by its founders. “It serves as a security for
the creditors of a business since it cannot be withdrawn to the detriment of the creditors. Stock is different from the property and the assets of a business which may
fluctuate in quantity and value Wikipedia.org, 2011”. Stock price is very sensitive as it can be affected by some sort of things, like
volatility in the market, global economic and politics condition, reputation of the company and other market-sensitive things. Stock price is only traded in the stock
market by public companies. In this regard, the quotation utilized in this research refers to the date of publication of Greenpeace’s Guide to Greener Electronics. The
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dates are June 25, 2008 September 16, 2008; November 24, 2008; March 31, 2009; July 1, 2009; September 30, 2009; and January 7, 2010 respectively.
Table 3.3 Summary of Operational Variables
VARIABLE SUB
VARIABLE DIMENSION
INDICATOR SCALE
Green Marketing
Strategies Vaccaro,
2009: 323 1.Product
Strategy X1
PVC-free and
BFR-free models product systems
on the market Both PVC-free and
BFR-free products
double points Ordinal
2.Production Strategy
X2 Commitment
to reduce
GHG emissions from a
company’s own
operations with
timelines Commitment
to reduce
GHG emissions from own
operations by at least 20 by 2012
Ordinal
3.Distributio nmarket
Strategy X3
Provides effective voluntary
take- back where no EPR
laws Free, easy and global
take-back for
all products
in all
countries where
products are sold Ordinal
4.Promotion Strategy
X4 Disclosure
of carbon
footprint GHG emissions
of company’s own operations and two
stages of
the product
supply chain
Disclosure of ISO 14064-certified GHG
emissions from
company’s own
operations and those of at least two supply
chain stages Ordinal
Economic Sustainability
Fauzi et al., 2010: 1346
Stock Price Y
Stock price
quotation based on Greenpeace’s
Guide to Greener Electronics
timeline Quarterly stock price
quotation in
NASDAQ from June 2008 to January 2010
Ratio
E. Data Analysis Technique
Data analysis is “the application of reasoning to understand the data that have been gathered” Babin and Griffin, 2008. In addition, regression analysis will be used
to test hypotheses formulated for this study. Four independent variables –product, production, distributionmarket, and promotion strategies- are included to analyze