Promotion Strategy X4 Operational Definition

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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. 61

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 62 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