The environment and corporate culture at recycline

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Reference no: EM132247355

The Environment and Corporate Culture at Recycline

Ever since green became the new black, U.S. companies have been scrambling to change their products, packaging, and energy consumption to stay in the game. Thanks to Eric Hudson’s perceptive scanning of the external environment in the mid-1990s, recycled products firm Recycline discovered an opportunity others missed.

Hudson broke into the natural product arena with an innovative toothbrush made from recycled materials—a bold decision in 1996. Hudson named his first product the Preserve Toothbrush, and Recycline was born. The toothbrush, with its nylon bristles and ergonomically curved handle made of 100 percent recycled material, was a hit with eco-conscious consumers. New converts flocked to it, and Hudson gradually added personal care and kitchenware items to his line of recycled products. Today, Preserve products can be found at top retail chains including Target, Whole Foods, and Wal-Mart.

For environmentally sensitive consumers, integrity is everything. Recycline believes that customers are getting wise to the “green-washing effect” in which businesses cultivate a superficial green image without the substance to back it up. A close look at Recycline’s internal culture confirms that Hudson’s company is authentically green. First, as Preserve’s cultural leader, Hudson practices what he preaches; When he isn’t pedaling twenty-two miles to and from work on his bicycle, he’s cruising in a Volkswagen that has been converted to run on french-fry grease—an emerging symbol of the modern-day eco-hero. Additionally, everyone at Preserve tries to do right by the natural environment, whether it’s composting, conserving energy, or using eco-friendly cleaning products.

But Recycline’s organizational culture isn’t just green—it’s effective. Because of Recycline’s small size, anyone interested in taking on a new initiative is encouraged to do so, regardless of position. The vice president of sales, John Turcott, believes that Preserve’s size is critical for rapid response: “Our decision-making process is quicker. We pull together the resources we need to solve a problem, we get it done and move on to the next thing.” Since everything at Preserve happens at high-speed, everyone has to be driven, creative, and adaptable.

1. What are some visible aspects of Recycline’s culture that reflect the company’s values and commitment to green issues?

2. What role do leaders play in shaping Recycline’s organizational culture? Explain.

3. Could Recycline easily change its organizational culture if the green products market encounters a backlash? How would management know if a permanent change in culture has occurred?

Reference no: EM132247355

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