Verne Global: Building a Green Data Center in Iceland

Posted: 20 Oct 2009

See all articles by Thomas J. Steenburgh

Thomas J. Steenburgh

University of Virginia - Darden Graduate School of Business

Nnamdi D. Okike

Harvard Business School

Date Written: October 14, 2009

Abstract

Verne Global, a pioneering startup created to build the first large-scale data center in Iceland, faces critical challenges regarding its green strategy. Verne Co-Founder Isaac Kato is tasked with evaluating how the company can most successfully market and sell the green components of its service offering. Using only renewable energy in its data center facility, Verne can drastically reduce customers' carbon emissions, enabling customers to meet emerging government regulations and to capture the financial benefit of public goodwill arising from green initiatives. But how valuable are Verne's green benefits, and are they sufficient to compel customers to pay a premium for Verne services? Further, how can Verne best integrate its green strategy into its marketing and sales message? Finally, will Verne's green benefits enable the company to overcome obstacles in the sales process, or will they alternatively overcomplicate an already complex sales message? Kato's decision allows discussion of the emerging role of green marketing and sales and to help to identify how a product or service which is good for the environment can also be good for the bottom line.

Suggested Citation

Steenburgh, Thomas J. and Okike, Nnamdi D., Verne Global: Building a Green Data Center in Iceland (October 14, 2009). HBS Case No. 509-063; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1491127

Thomas J. Steenburgh (Contact Author)

University of Virginia - Darden Graduate School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Nnamdi D. Okike

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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