{"id":9215,"date":"2016-11-04T17:57:49","date_gmt":"2016-11-04T21:57:49","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/convoy-can-the-uber-of-trucking-deliver-ghg-reductions\/"},"modified":"2016-11-04T17:57:49","modified_gmt":"2016-11-04T21:57:49","slug":"is-big-green-doing-enough-to-reduce-emissions","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/is-big-green-doing-enough-to-reduce-emissions\/","title":{"rendered":"Is Big Green Doing Enough to Reduce Emissions?"},"content":{"rendered":"<p style=\"text-align: justify\">Deere &amp; Company (John Deere) is a multinational manufacturer of agricultural, construction and forestry equipment headquartered in Moline, IL. Founded in 1837, the company has become a household name, with its iconic green and yellow deer logo found everywhere from lawnmowers to clothing. With factories located around the globe, the company generates revenues of approximately $29 billion<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a>. Deere employs approximately 63,000 people in a variety of roles, from factory operations to financial services<a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a>.<\/p>\n<p style=\"text-align: center\"><a href=\"https:\/\/www.youtube.com\/watch?v=jOyMC2SpBII\">https:\/\/www.youtube.com\/watch?v=jOyMC2SpBII<\/a><\/p>\n<p style=\"text-align: justify\">John Deere has made efforts to improve its environmental record, such as establishing eco-efficiency goals aimed at limiting the use of energy, water and materials<a href=\"#_ftn3\" name=\"_ftnref3\">[3]<\/a>. However, the manufacturer is a major contributor to global greenhouse gas emissions on two levels:<\/p>\n<ul style=\"text-align: justify\">\n<li><u>Manufacturing<\/u> \u2013 The company employs an energy intensive heavy manufacturing process to produce equipment and parts for assembly into tractors and machinery.<\/li>\n<li><u>Product Use<\/u> \u2013Deere\u2019s products are powered by combustion engines during use in agricultural and construction activities.<\/li>\n<\/ul>\n<p style=\"text-align: justify\">This double effect on emissions makes it all the more important for Deere to limit its environmental impact. Deere should not only be concerned about emissions from the standpoint of corporate responsibility, but also because of the impact that global warming will have on the long-term viability of agricultural.<\/p>\n<p style=\"text-align: justify\"><u>Why Should John Deere Care?<\/u><\/p>\n<p style=\"text-align: justify\">Greenhouse gas emissions are expected to have a significant impact on the global climate in years ahead. As emissions rise, agricultural activities will be strained by higher temperatures and more extreme weather conditions. By 2100, yields are forecasted to decline by 30-46% in the current U.S. growing regions under the slowest warming scenario or by 63-82% under the most rapid warming scenario<a href=\"#_ftn4\" name=\"_ftnref4\">[4]<\/a>. On top of that, warmer weather may attract crop damaging weeds, insects and diseases that require additional herbicides and pesticides to control<a href=\"#_ftn5\" name=\"_ftnref5\">[5]<\/a>. Finally, climate change can increase the frequency of extreme weather events such as hail storms, floods and droughts, thereby destroying crops<a href=\"#_ftn6\" name=\"_ftnref6\">[6]<\/a>.<\/p>\n<p style=\"text-align: justify\">From the standpoint of Deere\u2019s customers, lower yields will shift their supply curves inward. This has the dual effect of reducing quantity and raising prices.<\/p>\n<p style=\"text-align: justify\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Supply-Demand-Curve.gif\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-12178 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Supply-Demand-Curve-300x225.gif\" alt=\"supply-demand-curve\" width=\"363\" height=\"272\" \/><\/a><\/p>\n<p style=\"text-align: justify\">Combined with higher input costs to irrigate fields during droughts and control pests with chemicals, farmers both domestically and abroad will have lower profits if climate change goes unabated. Deere\u2019s agricultural business, which accounts for over 75% of its revenue<a href=\"#_ftn7\" name=\"_ftnref7\">[7]<\/a>, will likely suffer as their buyers will have lower operating profits to pay for capital intensive machinery and equipment. Moreover, Deere\u2019s growth opportunities in developing markets will be limited by the inability of local farmers to grow and scale their businesses without higher revenues and profits.<\/p>\n<p style=\"text-align: justify\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/JD-Symbiosis-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-13710 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/JD-Symbiosis-1-300x258.png\" alt=\"jd-symbiosis\" width=\"370\" height=\"318\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/JD-Symbiosis-1-300x258.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/JD-Symbiosis-1-768x661.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/JD-Symbiosis-1-600x516.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/JD-Symbiosis-1.png 790w\" sizes=\"auto, (max-width: 370px) 100vw, 370px\" \/><\/a><\/p>\n<p style=\"text-align: justify\"><u>What Can John Deere do to Help?<\/u><\/p>\n<p style=\"text-align: justify\">Deere &amp; Company has taken steps to improve its efficiency, thereby lowering operational costs, while also finding innovative engineering solutions to pass savings onto their customers. On the sustainability front, the company has committed to a set of 2018 Eco-Efficiency Goals<a href=\"#_ftn8\" name=\"_ftnref8\">[8]<\/a>:<\/p>\n<ul style=\"text-align: justify\">\n<li>Reduce energy consumption and greenhouse gas emissions by 15% per ton of production.<\/li>\n<li>Reduce water consumption by 15% per ton of production.<\/li>\n<li>Recycle 75% of waste.<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Deere has continuously sought improvements to lower its products\u2019 emissions by developing innovative solutions, including:<\/p>\n<ul style=\"text-align: justify\">\n<li><strong>Compression Wave Injection<\/strong> \u2013This technology exceeded the EPA\u2019s emission standards for two-stroke and handheld engines at lower costs than alternatives. Not only did this create a competitive advantage for Deere\u2019s lawn and garden equipment, but the company was also able to license this technology to competitors<a href=\"#_ftn9\" name=\"_ftnref9\">[9]<\/a>.<\/li>\n<li><strong>Hybrid Wheel Loader<\/strong> \u2013 Deere engineers designed a hybrid-electric drive system to replace a conventional drivetrain in its 944K loader, leading to fuel efficiency gains of up to 40%<a href=\"#_ftn10\" name=\"_ftnref10\">[10]<\/a>.<\/li>\n<\/ul>\n<p style=\"text-align: justify\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/944K-Loader.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-12278 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/944K-Loader-300x113.png\" alt=\"944k-loader\" width=\"457\" height=\"172\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/944K-Loader-300x113.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/944K-Loader-768x288.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/944K-Loader-600x225.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/944K-Loader.png 996w\" sizes=\"auto, (max-width: 457px) 100vw, 457px\" \/><\/a><\/p>\n<p style=\"text-align: justify\">Going forward, the company can continue to improve by:<\/p>\n<ul style=\"text-align: justify\">\n<li>Replacing traditional energy sources with renewables.<\/li>\n<li>Taking carbon emission costs into account for financial planning decisions<a href=\"#_ftn11\" name=\"_ftnref11\">[11].<\/a><\/li>\n<li>Partnering with farmers in developing nations to teach sustainable agricultural practices<a href=\"#_ftn12\" name=\"_ftnref12\">[12].<\/a><\/li>\n<\/ul>\n<p style=\"text-align: justify\">Deere has taken significant steps to reduce its overall impact on GHG emissions. However, I would encourage the company to become a more vocal advocate in the fight against climate change. Using its superior engineering talent, Deere can turn the challenges posed by emission reductions into a competitive advantage, building a long-term competitive moat. In the process, the company can build brand loyalty by offering more fuel-efficient and cost-efficient products that ensure their customers will be able to continue farming for generations to come.<\/p>\n<p style=\"text-align: justify\">(716 words)<\/p>\n<p>_____________________________________________________________________________________________________<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> \u201c2015 Form 10-K, Deere &amp; Company&#8221; (PDF). United States Securities and Exchange Commission.<\/p>\n<p><a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> \u201c2013 Form 10-K, Deere &amp; Company&#8221; (PDF). United States Securities and Exchange Commission.<\/p>\n<p><a href=\"#_ftnref3\" name=\"_ftn3\">[3]<\/a> \u201c2016 Global Citizenship Report\u201d (PDF). Deere &amp; Company website.<\/p>\n<p><a href=\"#_ftnref4\" name=\"_ftn4\">[4]<\/a> Wolfram Schlenker and Michael J. Roberts, \u201cNonlinear temperature effects indicate severe damages to U.S. crop yields under climate change.\u201d PNAS, September 2009, Vol. 106, No. 37.<\/p>\n<p><a href=\"#_ftnref5\" name=\"_ftn5\">[5]<\/a> Cynthia Rosenzweig, Ana Iglesias, X.B. Yang, Paul R. Epstein, and Eric Chivian, \u201cClimate change and extreme weather events \u2013 Implications for food production, plant diseases, and pests.\u201d Global Change &amp; Human Health, 2001, Vol. 2, No. 2.<\/p>\n<p><a href=\"#_ftnref6\" name=\"_ftn6\">[6]<\/a> J. Hatfield, G. Takle, R. Grotjahn, P. Holden, R. C. Izaurralde, T. Mader, E. Marshall, and D. Liverman, <em>Ch. 6: Agriculture. Climate Change Impacts in the United States: The Third National Climate Assessment<\/em>, J. M. Melillo, Terese (T.C.) Richmond, and G. W. Yohe, Eds., U.S. Global Change Research Program, 2014, pp. 150-174.<\/p>\n<p><a href=\"#_ftnref7\" name=\"_ftn7\">[7]<\/a> \u201cInvestor Presentation, September \/ October 2016\u201d (PDF). Deere &amp; Company website.<\/p>\n<p><a href=\"#_ftnref8\" name=\"_ftn8\">[8]<\/a> \u201c2016 Global Citizenship Report\u201d (PDF). Deere &amp; Company website.<\/p>\n<p><a href=\"#_ftnref9\" name=\"_ftn9\">[9]<\/a> Funk, Karina, \u201cSustainability and Performance.\u201d MITSloan Management Review, Winter 2003, Vol. 44, No. 2.<\/p>\n<p><a href=\"#_ftnref10\" name=\"_ftn10\">[10]<\/a> \u201c2016 Global Citizenship Report\u201d (PDF). Deere &amp; Company website.<\/p>\n<p><a href=\"#_ftnref11\" name=\"_ftn11\">[11]<\/a> Hugh Jones, \u201cWhat Is an Internal Carbon Price, and Should My Business Implement One?\u201d Triple Pundit website, December 21, 2015. http:\/\/www.triplepundit.com\/2015\/12\/what-is-an-internal-carbon-price-and-should-my-business-implement-one\/<\/p>\n<p><a href=\"#_ftnref12\" name=\"_ftn12\">[12]<\/a> \u201c2016 Global Citizenship Report\u201d (PDF). Deere &amp; Company website.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>John Deere pollutes both through its manufacturing process and the machinery it produces. Why should the company be concerned about global warming, and what steps can it take to reduce its environmental impact?<\/p>\n","protected":false},"author":2277,"featured_media":13822,"comment_status":"open","ping_status":"closed","template":"","categories":[28,1984,161,1985],"class_list":["post-9215","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-agriculture","category-john-deere","category-manufacturing","category-tractors"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/climate-change-challenge-2016\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is Big Green Doing Enough to Reduce Emissions? - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/is-big-green-doing-enough-to-reduce-emissions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Big Green Doing Enough to Reduce Emissions? - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"John Deere pollutes both through its manufacturing process and the machinery it produces. 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