From a Caged Tiger to a Sauntering Elephant: Sustainability as a Driver for Profit and Innovation in Indian IT Companies

  • Vaidyanathan Jayaraman
  • Mandar Dattatray Malshe
  • Ajay Anandnarayan
Part of the International Series in Operations Research & Management Science book series (ISOR, volume 174)


Sustainability has become a critical market force affecting long-term financial viability and organizational performance. Governments, media, employees and activists are key stakeholders that have become adept at holding companies accountable for the social consequences of their activities. The high-tech information industry has been generally viewed as relatively benign environmentally and has enjoyed a favorable status with respect to the environment. However, as high-tech companies dominate the market place, environmental impacts from IT are attracting more attention. In this book chapter we make a case how sustainability could be viewed as a key driver for profit and innovation in IT companies. We pay special emphasis on India as more and more companies are being forced to confront environmental issues and have to redesign strategies that can recognize the natural limits.


Information Technology Cloud Computing Data Center Electronic Waste Brominate Flame Retardant 
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Copyright information

© Springer Science+Business Media New York 2012

Authors and Affiliations

  • Vaidyanathan Jayaraman
    • 1
  • Mandar Dattatray Malshe
    • 2
  • Ajay Anandnarayan
    • 3
  1. 1.Department of ManagementSchool of Business Administration, University of MiamiCoral GablesUSA
  2. 2.Business Analyst (Consumer Packaged Goods)Wipro TechnologiesChennaiIndia
  3. 3.Business ConsultantCognizant Business ConsultingChennaiIndia

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