Verne Global, a pioneering startup created to build the first large data center in Iceland, is facing major challenges in terms of the green strategy. Verne Co-Founder Isaac Kato is tasked with assessing how the most successful companies to market and sell the green components of its service offering. With only renewable energy in its data center facility Verne can drastically reduce the value of carbon emissions, enabling customers to meet new legal requirements and to capture the … Read more »

Verne Global, a pioneering startup created to build the first large data center in Iceland, is facing major challenges in terms of the green strategy. Verne Co-Founder Isaac Kato is tasked with assessing how the most successful companies to market and sell the green components of its service offering. With only renewable energy in its data center facility Verne can drastically reduce the value of carbon emissions, enabling customers to meet new legal requirements and to recognize the financial benefit of the public goodwill from green initiatives. But how valuable are Verne’s green benefits, and they are sufficient to force customers to pay a premium for services Verne? Furthermore, as Verne best integrate its green strategy into their marketing and sales activities news? Finally, Verne’s green benefits will allow the company to overcome obstacles in the sales process, or alternatively they complicate an already complex advertising message? Kato decision allows discussion of the emerging role of green marketing and sales and helps identify how a product or a service that is good for the environment can also be good for the bottom line.
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from
Thomas Steenburgh,
Nnamdi Okike
Source: Harvard Business School
28 pages.
Release Date: 18, May 2009. Prod #: 509063-PDF-ENG
Verne Global: Building a Green Data Center in Iceland HBR case solution