The increase of human activity in the natural environment has continued to increase emission of greenhouse gases in the atmosphere. The situation is worrying the whole world community and is perceived as a great challenge in the society. It also remains the main cause of global warming and consequential drastic climatic changes, which impact plants and animals in bionetwork. Studies have also shown that change of world temperatures creates unfavorable conditions for support of life, therefore, the green initiative is considered important. In this regard, this paper identifies specific goals that DOW Company would like to achieve in reducing global warming and making natural environment a suitable place that could support life. The paper also discusses the green initiative and strict regulations the organization should follow as well as challenges it is likely to face. In addition, the paper discusses the technological application, its impact, and particular challenges arising from adoption of mechanization. It also describes the customer-supplier relationship and benefits of emission trading. Moreover, it emphasizes the importance of changing the mindset of consumers and suppliers in issues relating to climate change and its impact on environment. 

Identified Goals

Specific goals of a green initiative are the following: first, to reduce and subsequently eliminate the amount of green house gas (GHG) emissions into the atmosphere and diminish its impact on people (Bowersox, Closs & Cooper, 2010). Second, the initiative aims to minimize risky human activities, which threaten the environment, including deforestation and increased industrialization (Bowersox, Closs & Cooper, 2010). Third, the initiative aims to make sure that the environment becomes sustainable for present and future generations (Bowersox, Closs & Cooper, 2010). Notably, Conner (2009) indicated that concentration of greenhouse gases in the atmosphere is the major cause of global warming and subsequent climatic changes, which affect flora and fauna in the ecosystem. Changes of global temperature adversely impact the ecosystem, thereby making the green initiative important (Conner, 2009). In company’s commitment to change living conditions of all forms of life on Earth, the initiative will work to minimize global affects of GHG as outlined in 2015 environmental sustainability goals (Bowersox, Closs & Cooper, 2010). 

Case Analysis

Green Initiative Frameworks

In its green initiative, DOW Company should follow a strict framework including a perfect symbiotic relationship between human society and environment as well as enforce stringent environment standards as outlined in federal regulations (Archer, 2011). Another framework that the company will adopt is reevaluation of its entire supply chain for most of products such as Gas Treated (GT) Amine. This reevaluation strategy for company’s supply chain is important because it will minimize emissions of harmful GHG, thus contributing to environmental sustainability. 

Associated Challenges

In undertaking the initiative, the challenge that is likely to occur is the difficulty in balancing many objectives. The company has several objectives to accomplish. These are to reduce GHG emission, reduce production cost, and improve customer service and relationships with suppliers (Simon, 2010). Meeting all these objectives of the company in its supply chain system at the same time is difficult. In order to minimize the impact of challenges the company should operate according to the environmental safety standards set by the government (Archer, 2011). Therefore, the production system should be organized in a way that improves operation strategies and execution processes to meet consumer and supplier needs.  

Technological Application

In order to reduce the quantity of fuel consumption and subsequent GHG emissions, especially in its supply chain, specific solutions the company can use include the choice of transport mode and computerization of the supply chain (Bowersox, Closs & Cooper, 2010). While computerization improves efficiency, mode of transportation determines the amount of carbon dioxide emissions. Bellow is a comparing table of carbon dioxide emission estimates in grams/tonkm.

The table above helps to understand CO2 emissions for the MOTs. However, CO2 emission using DOW’s international transportation system is as follows.


Considering the information presented in two tables, there is a significant reduction in the amount of CO2 emission into the atmosphere compared to normal situation. With a help of technology the company will re-design its supply system to increase its effectiveness and flexibility for a range of products. Technological application should align company’s production and supply chain strategies to the desires of consumers without compromising on quality and environmental safety (Bowersox, Closs & Cooper, 2010). Technology will also address issues, which arise from consumers’ perceptions on the supply chain. 

Associated Challenges

Technological application that aims to reduce the quantity of fuel consumption and subsequent GHG emissions, especially in supply chain, cannot be successful without overcoming certain challenges (Archer, 2011). In this regard, while using technologies and specific solutions, the company is likely to face challenges such as high costs of transportation mode, flexibility issues, and low speed for delivering products.

Customers and Suppliers’ Relationships

In order to succeed in its green supply chain initiative, the company should build mutual relationships with its suppliers and customers (Bowersox, Closs & Cooper, 2010). Since suppliers provide all needed raw materials for manufacturing company’s products, reducing their supply, which contributes to GHG emissions should be carried out in consultation with them (Simon, 2010). In addition, they will supply other materials, which will be blended in the existing ones to make sure that final products adhere to the standards (Bowersox, Closs & Cooper, 2010). Consumers for such products will also be educated about the best alternatives without compromising on quality so that the company could fulfill its mission. For example, the use of gas is more efficient and could replace paraffin, because the latter emits a lot of carbon dioxide into the atmosphere (Hoggan & Littlemore, 2009). The entire process requires constant communication among three parties.      

Benefits of Emissions Trading

There are several benefits, which the company can gain from engaging in emissions trading initiative. For example, it will improve environmental sustainability for present and future generations. Emission trading will also reduce CO2 emission into the atmosphere, thus improving the quality of environment (Bowersox, Closs & Cooper, 2010). In addition, trading emission is important because it provides financial incentives, which help in carbon abatement. This translates to the use of new technology in reducing the emission of CO2. This form of trading increases flexibility of the company in terms of eradicating emission of green house gases into the atmosphere (Bowersox, Closs & Cooper, 2010). Emission trading is also useful in enabling the organization to accept reality about global warming and climatic change. This might increase the use of modern methods of controlling CO2 emission into the atmosphere, for instance, by using efficient engines, which are capable to effectively burn fuel.     

Changes in Mindset

In order to institutionalize greening of the supply chain, the company needs to encourage particular changes of people’s and implementer’s mindsets so that the process could be of significant benefit to the environment and its inhabitants (Bowersox, Closs & Cooper, 2010). First, it is important for the company to organize environmental awareness campaign to educate suppliers and consumers about the significance of clean atmosphere. As a result, reducing the amount of CO2 emission into the atmosphere will benefit future generation as well and promote economic development (Hoggan & Littlemore, 2009).  


In summary, making the environment sustainable for present and future generations is a noble initiative that will help global ecosystem. In reality, increase of amount of greenhouse gases in the atmosphere is a great challenge to a society. It is also a major cause of global warming and subsequent climatic changes, which affect plants and animals in the ecosystem. Research has indicated that global temperature fluctuations make it hard to support life, therefore, the green initiative has to be implemented. In this regard, company’s initiative and obligation is to improve living standards of various living forms on Earth. In addition, reducing the emission of GHG into the atmosphere will minimize global effects of these harmful gases, as outlined in 2015 environmental sustainability goals. This intends to improve the quality of life in the entire ecosystem. Importantly, the relationship between customers and suppliers and benefits of emission trading are vital for reducing CO2 emission. Moreover, it is important to emphasize the change of consumers’ and suppliers’ mindsets about issues relating to climate change and its impact on the environment.  

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