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EnviroServe: The Green Company in the UAE

Gwendolyn Rodrigues (MIB, University of Wollongong in Dubai, Dubai, United Arab Emirates)
Vineetha Mathew (Centre for Responsible Business, Dubai Chambers of Commerce and Industry, Dubai, United Arab Emirates)

Publication date: 1 October 2011

Issue publication date: 1 October 2011


Subject area

Reverse logistics, environment, CSR.

Study level/applicability

Bachelor and Graduate students.

Case overview

This case describes the role played by the company in linking various processes and taking the lead in the development of a unique “circular” flow of recycling activity which includes recovery, reuse and recycling schemes. Traditionally businesses were not held responsible for the product after use by the consumer. But, with growing stakeholder expectations in the area of corporate social responsibility and sustainability, businesses are more conscious about managing their social and environmental impacts. Today businesses are beginning to look at reverse logistics not only in terms of economic impacts but also environmental impacts. While consumers and other stakeholders want businesses to be more responsible in the way the product is produced such as to minimize waste production, the expectations have also changed to recovery of products after use in order to reduce cost and environmental impact of recycling. Businesses are becoming more responsible about collecting, reusing, refurbishing or dismantling used products to minimize environmental damage.

Expected learning outcomes

The case is significant for teachers and students of “environment management”, corporate social responsibility, “supply chain” and “the importance of networks”. It can be used to understand how reverse logistics helps to minimize waste.

Supplementary materials

Teaching notes.



This case was written by Dr Gwendolyn Rodrigues and Ms Vineetha Mathew. It was prepared using company information and interviews and its intention was to provide material for class discussion through publication. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.


Rodrigues, G. and Mathew, V. (2011), "EnviroServe: The Green Company in the UAE", , Vol. 1 No. 4.



Emerald Group Publishing Limited

Copyright © Rodrigues and Mathew (2011)

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