Green-O-Tech India™: Marching Ahead
This case study represents how a small entrepreneur Mr. Prashant Rana (Rana) entered the field of recycling wastepaper with his company Green-O-Tech India (Green-O-Tech). Under his leadership, a small team of employees introduced a new service model for wastepaper collection, recycling and selling recycled products to the client. The first service model introduced by Green-O-Tech was unsuccessful. Green-O-Tech modified its service model and reintroduced itself in the market. This time the unique service model clicked so well that within a span of 5 years Green-O-Tech was able to acquire the patronage of more than 150 top-rung clientele. Being a region specific company it faced problems in expansion. Presence of unorganized paper waste collection mechanism and lack of legal guidelines for the industry made the situation even worse. Factors such as regularity of supply, quality of input and coordination with third parties added complexity to the situation. The case study elaborates the dilemmas faced by Green-O-Tech and the way the Director and his managed the situation to not only survive the challenges but also to sustain.
Prerequisite Conceptual Understanding
This case study presupposes theoretical knowledge along with corporate implications on the following aspects:
- • Entrepreneurship and its challenges
- • Recycling industry
- • CSR
- • Environment protection and sustainability issues
Expected Learning Outcomes
- • Understand how a sustainable entrepreneurship business model can be developed in recycling industry
- • Understand and value challenges faced in the paper recycling industry
- • Meeting client expectations and integrating their sustainability goals
- • Strategies to raise awareness regarding environmental protection
Case Positioning and Setting
This case study establishes an example of collaboration and encourages students to identify factors that may contribute to successful entrepreneurial alliance. This is examined from both a start-up perspective and a sustained-program perspective. This case study finds its way in classrooms of Regular and Executive Management Programs, Courses in Entrepreneurship, Environmental, and Sustainability Studies.
The case study seeks to deliberate on the following issues:
- I. Do you think Green-O-Tech is ready to expand? Is it appropriate to go for franchisee model for expansion?
- II. Do you think service model of Green-O-Tech for wastepaper can be replicated effectively for plastic, metal and wood recycling?
- III. .........................