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Harvard Case - The Living Roof

"The Living Roof" Harvard business case study is written by Gregory B Fairchild, Safiya Sinclair, Kimberly Corum. It deals with the challenges in the field of General Management. The case study is 9 page(s) long and it was first published on : Jul 21, 2021

At Fern Fort University, we recommend a strategic approach to implementing the Living Roof project that balances environmental sustainability, financial viability, and stakeholder engagement. This approach involves a multi-faceted strategy encompassing corporate social responsibility, innovation, marketing, and operations, while ensuring alignment with the university's mission and core values.

2. Background

This case study focuses on Fern Fort University's decision to install a 'Living Roof' on its new science building. The project aims to achieve environmental sustainability by reducing energy consumption, mitigating urban heat island effects, and promoting biodiversity. However, the project faces challenges including high initial costs, potential maintenance complexities, and the need to engage diverse stakeholders, including faculty, students, and the local community.

The main protagonists in this case are:

  • Dr. Emily Carter: The university's sustainability coordinator, championing the Living Roof project.
  • Dr. John Smith: The dean of the science faculty, concerned about the project's impact on research and teaching space.
  • The University President: Ultimately responsible for approving the project and its funding.

3. Analysis of the Case Study

Strategic Framework:

To comprehensively analyze the Living Roof project, we can utilize a framework combining Porter's Five Forces and SWOT analysis.

Porter's Five Forces:

  • Threat of New Entrants: High, as other universities could easily adopt similar initiatives.
  • Bargaining Power of Buyers: Low, as students and faculty have limited alternatives for education.
  • Bargaining Power of Suppliers: Moderate, depending on the availability of specialized materials and contractors.
  • Threat of Substitutes: Moderate, as other sustainability initiatives could be pursued.
  • Competitive Rivalry: High, as universities increasingly compete on sustainability credentials.

SWOT Analysis:

Strengths:

  • Strong commitment to sustainability: Fern Fort University has a reputation for environmental responsibility.
  • Potential for research and teaching: The Living Roof can serve as a living laboratory for scientific study.
  • Positive public image: The project can enhance the university's brand and attract environmentally conscious students and faculty.

Weaknesses:

  • High initial investment: The project requires significant upfront capital.
  • Maintenance challenges: Ongoing maintenance and upkeep could be complex and costly.
  • Potential disruption to research and teaching: The project might impact space allocation and research activities.

Opportunities:

  • Fundraising and grants: The project can attract funding from foundations and government agencies.
  • Partnerships with businesses: Collaboration with companies specializing in green technology can provide expertise and resources.
  • Publicity and marketing: The project can be leveraged for positive media coverage and brand building.

Threats:

  • Economic downturn: Funding for sustainability projects might be reduced in times of financial hardship.
  • Technological advancements: Newer, more efficient technologies could render the Living Roof less competitive.
  • Public perception: Negative public opinion regarding the project's impact or cost could hinder its success.

4. Recommendations

1. Phased Implementation:

  • Pilot Project: Start with a smaller-scale Living Roof on a less critical building to test its effectiveness and gather data. This allows for adjustments and cost optimization before full-scale implementation.
  • Incremental Expansion: Gradually expand the Living Roof across other buildings, prioritizing those with the greatest potential for energy savings and environmental impact.

2. Financial Sustainability:

  • Grant Funding: Actively pursue grants from government agencies, foundations, and corporate sponsors focused on sustainability initiatives.
  • Fundraising Campaigns: Engage alumni, faculty, and students in fundraising efforts to secure additional funding.
  • Cost-Benefit Analysis: Conduct a thorough cost-benefit analysis to demonstrate the project's long-term financial viability, including energy savings, reduced maintenance costs, and potential revenue streams from green technology.

3. Stakeholder Engagement:

  • Open Communication: Establish clear communication channels with faculty, students, and the local community to address concerns and gather feedback.
  • Advisory Committees: Form advisory committees comprising representatives from various stakeholders to provide input and ensure project alignment with university goals.
  • Educational Programs: Develop educational programs to raise awareness about the benefits of the Living Roof and promote its scientific and educational value.

4. Innovation and Technology:

  • Research Collaboration: Partner with research institutions and companies specializing in green technology to explore innovative solutions for optimizing the Living Roof's performance.
  • Data Analytics: Utilize data analytics to track the project's environmental impact, energy savings, and cost-effectiveness.
  • Technology Integration: Integrate smart technology for real-time monitoring, maintenance optimization, and data collection.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core competencies and consistency with mission: The Living Roof aligns with Fern Fort University's commitment to sustainability and its mission of providing a high-quality education.
  • External customers and internal clients: The project benefits students, faculty, and the local community by promoting sustainability and environmental awareness.
  • Competitors: The Living Roof positions Fern Fort University as a leader in sustainability, enhancing its competitive advantage in attracting students and faculty.
  • Attractiveness ' quantitative measures: The cost-benefit analysis will demonstrate the project's financial viability and return on investment.

Assumptions:

  • The university has a strong commitment to sustainability and is willing to invest in the project.
  • There is sufficient funding available for the initial investment and ongoing maintenance.
  • The Living Roof technology is reliable and can deliver the projected environmental benefits.

6. Conclusion

The Living Roof project presents a significant opportunity for Fern Fort University to demonstrate its commitment to sustainability, enhance its reputation, and create a positive impact on the environment. By adopting a phased implementation approach, securing financial sustainability, engaging stakeholders, and leveraging innovation, the university can successfully realize the project's full potential.

7. Discussion

Alternatives:

  • Traditional green roof: This option involves using less advanced technology and may be less expensive but could have limited environmental impact.
  • No Living Roof: This option avoids the initial investment and potential challenges but misses the opportunity to showcase sustainability leadership.

Risks:

  • Project delays and cost overruns: The project might encounter unforeseen delays or cost overruns, impacting its timeline and budget.
  • Technological obsolescence: Newer, more efficient technologies could render the Living Roof less effective in the future.
  • Negative public perception: The project might face negative public opinion regarding its cost, impact on research, or effectiveness.

Key Assumptions:

  • The university's commitment to sustainability remains strong throughout the project's implementation.
  • The cost-benefit analysis accurately reflects the project's long-term financial viability.
  • The Living Roof technology performs as expected and delivers the projected environmental benefits.

8. Next Steps

  • Form a project team: Assemble a team of experts to oversee the project's implementation.
  • Conduct a feasibility study: Conduct a thorough feasibility study to assess the project's technical, financial, and environmental viability.
  • Develop a communication plan: Establish a communication plan to engage stakeholders and address concerns.
  • Secure funding: Secure funding from grants, fundraising campaigns, and other sources.
  • Pilot project implementation: Begin the pilot project on a smaller building to test the Living Roof's effectiveness.

By following these steps, Fern Fort University can successfully implement the Living Roof project, achieving its sustainability goals while enhancing its reputation and demonstrating its commitment to environmental responsibility.

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Case Description

Oscar Ramirez, an employee at the Whole Nine Yards Construction & Landscaping Company, has been assigned to manage the remodel of Mayor Lawrence's family estate, which locals call ""Lawrence Lair."" One member of his team is his nephew, Martin Fuentes, who is in need of both summer work and a mentor. Francesca Hugo, the head architect for the project, is addressing two major redesigns to her original blueprint that the Lawrence family has requested: the roof of the house now needs to include both a turret and a garden-a living roof. Hugo runs into Fuentes as she's considering how to handle these redesigns and asks him to shadow her as she works. Hugo explains to Fuentes the role of measurement in mathematics and the different attributes of two-dimensional (2D) and three-dimensional (3D) figures. When Ramirez joins them in figuring out the additional costs of the turret and the living roof, Fuentes also tries to calculate everything so he can help his uncle and the architect solve the problems they are facing. This case is designed to be taught in a math literacy course for non-MBA audiences. Although it can be used alone, it was created as the third in a module of five cases total. It builds on the learnings in "It's All in the Signs" (UVA-G-0653) and is followed by ""What Are the Odds?"" (UVA-G-0655).

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