CaseStudy: Digital Media Destination and Internal Environmental Experts Boost Office Depot’s Green Initiative

Company: Office Depot Timeframe: 2006-Present Business supply mega-chain Office Depot launched a green initiative back in 2003, initially created in response to two key buyer segments that tended to base their purchases on environmental factors: government and universities. But in a market of growing environmental awareness, the company soon saw the benefits of expanding the initiative beyond its sales-targeted roots. That same year it hired its first dedicated environmental strategy director, Yalmaz Siddiqui, who developed a company-wide strategy (and slogan) to “buy green, be green and sell green.” This strategy is supported by two additional elements, says Siddiqui: • An effort to create the business case internally (i.e.

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