South-Western - Management  
HP’s Redesigned Ink, Toner Packaging to Reduce Greenhouse Gas Emissions by 37 Million Pounds in 2007
Topic Technology, Innovation, and Change
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Key Words Innovation, product design
News Story

HP announced that it has redesigned its print cartridge package and that the new design will reduce greenhouse gas emissions by an estimated 37 million pounds in 2007—the equivalent of taking 3,600 cars off the road for one year.

The lighter, smaller packaging reduces the total carbon of each cartridge as well as the truck and freighter transportation traffic required to ship them. The new packaging also contains more recyclable and recycled content.

Greg Norris, an environmental life cycle assessment instructor at Harvard University said that the changes make environmental and economic sense for HP and its customers. The design is also supposed to save retailers significant money because of reduced transportation and storage costs.

According to Pradeep Jotwani, senior vice president at HP, “developing environmentally responsible packaging is not only valued by HP, our customers, and our partners—it’s also good business.”

The environmental benefits of the new packaging are estimated to be the elimination of nearly 15 million pounds of materials, including 3 million pounds of corrugated cardboard in 2007 alone. The packaging will also eliminate the use of more than 6.8 million pounds of PVC plastic through material reduction and substitution of recycled content plastic and paperboard. New HP LaserJet toner cartridge packaging uses 45% less packaging material by weight. The more compact package also contains an innovative air bag that protects the cartridge from damage, dust, light, and moisture. The smaller boxes can be shipped 30% more efficiently, as well. Standard pallets now hold 203 cartridges instead of the previous 144.

Questions
1.

According to Pradeep Jotwani, senior vice president at HP, “developing environmentally responsible packaging is not only valued by HP, our customers, and our partners—it’s also good business.” Explain what Jotwani means by this comment. How is the new packaging good business for HP?

2.

List at least three benefits that HP will achieve through their new packaging innovation.

3.

Does HP’s new packaging innovation create a competitive advantage for them?

4.

Review the chapter on “innovation streams” in your textbook. How would you define the current stream of innovation that HP is embarking upon with the new packaging design?

Source “HP’s Redesigned Ink, Toner Packaging to Reduce Greenhouse Gas Emissions by 37 Million Pounds in 2007,” Business Wire, Feb 8, 2007, pNA.
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