Design Thinking for Enterprise: Analyzing Microsoft's Carbon Emission

This report analyzes Microsoft's sustainability initiatives, focusing on its ambitious goal to become carbon negative by 2030. The report utilizes a design thinking approach to examine Microsoft's strategy, philosophy, and structure in relation to carbon emission reduction. It delves into the context of the project, highlighting the social, human, and environmental impact of carbon emissions. The analysis covers performance aspects, including the processes involved in shifting to renewable energy, the functional benefits of this transition, and the expression of these efforts in terms of sustainability goals. The report also includes an executive summary and a reflection on the assignment, emphasizing the application of design thinking principles to address climate action and the United Nations' Sustainable Development Goals.

Design Thinking For
Enterprise
1

Contents
INTRODUCTION...........................................................................................................................3
Strategy............................................................................................................................................4
Philosophy-.............................................................................................................................4
Structure.................................................................................................................................4
Innovation-.............................................................................................................................5
Context.............................................................................................................................................5
Social/human..........................................................................................................................6
Environment...........................................................................................................................6
Viability..................................................................................................................................6
4. Performance............................................................................................................................7
a. Process................................................................................................................................7
b. Function..............................................................................................................................7
c. Expression...........................................................................................................................7
Post Production................................................................................................................................8
a. The Executive Summary.....................................................................................................8
b. Reflection...........................................................................................................................8
REFERENCES..............................................................................................................................10
2

INTRODUCTION
The world is confronting with an urgent carbon issue which is in atmosphere and is created a
blanket of gas that traps heat which is leading towards drastic change in global climate. This is
also leading to put increase in earth temperature and are affecting each and every living aspect on
the planet (Borowski, 2021). It has been identified from number of scientific communities that
human activity is the major factor which is releasing tons of greenhouse gases into atmosphere of
earth. Along with this carbon dioxide is also the major element which is creating atmospheric
issue. It is essential to undertake urgent action in order to combat climate change by reducing
emission of carbon and promoting development in renewable energy. It is one of the goal of
United Nations’s 17 Sustainable Development Goals (SDGs). Present report has been conducted
on Microsoft which is operating its business operations as a multinational technology company.
This organisation is being selected, as this company is moving towards an ambitious goal and
developed a new plan to reduce and ultimately remove organisation carbon foot print. This
company is planning to be carbon negative by 2030, a pathway to carbon negative has been
created by this company through which they will reduce their own carbon footprint and will have
climate innovation funds in order to significantly accelerate carbon reduction and assuring global
development. This is one of the most important goal of this company in their new annual
environmental sustainability report, in which they will move towards undertaking significant
actions in order to promote mechanism to make sure that there is no adverse impact upon
livelihood that can further create negative impression of planet. The stakeholders involved in this
plan will include employee’s, consumers, suppliers, community, government etc. The report is
discussed on the major challenge of carbon emission which is affecting environment and mainly
all the living individuals in the planet. This report will also include significant solutions that
company will undertake in order to reduce their carbon emission.
It has been identified that Microsoft have made a biggest commitment in which they are
focusing on climate crisis. This company is committed towards becoming carbon negative in
which they eliminate emission of carbon. For this organisation have undertaken some key
significant milestones that will help them to effectively accomplish their operations. For
example, in order to fulfil this objective Microsoft will accelerate shift from fossil fuel to
renewable energy and will also undertake significant policies to move faster and farther. In
addition to this it has been identified that company is also aiming towards reducing carbon
3

emission by their suppliers and from consumers use of their product. Furthermore, it has been
identified that by making small improvements company is looking forward to make long-term
changes. Along with this with the help of increasing transparency company is effectively
encourage their partners and suppliers to reduce their emission in order to make sure that they are
as per their environmental sustainability report. This report will also include strategies context
and performance aspects that will offer in-depth analysis of this challenge and practices
undertaken by organisation.
Strategy
Philosophy-
Microsoft is operating their business operations with the mission “to empower every
individual and every organisation on the planet to achieve more. While in terms of vision
statement company aim towards helping individual and business throughout the world in order to
make them realise their full potential (Doherty and Kittipanya-Ngam, 2021). Company is also
aiming towards bringing positive changes with its consumers which is one of its most important
strategic intent. The brand is communicated as a multinational technology which is developing
manufactures, support, licences, computer software, electronics and related services
Structure
Microsoft is operating its business services in software development, computer hardware,
cloud computing, internet, corporate venture capital, electronics and social networking services
business category. It is a technology corporation and take a horizontal approach with their
products while their partners provided industry-specific consumerization. However, this
organisation is aiming towards a push into vertical market by making investments across five
industries that include public service, distribution and retail and service (Jiang and Dong, 2021).
It has been identified that major source of competitive advantage of this organisation is that it's
more than 40 years old company and emphasize upon enhancing their productivity around the
world with the help of offering high quality products and services along with strong alliances
with other organisations.
4

Innovation-
Innovative area of this organisation is technology in which the continuously engage in the
process of research and development as to offer something unique to its consumers around the
globe with high tech quality and technological innovations. It has been identified that this
innovation is breakthrough and company is significantly looking towards to enhance their
strategic alliances with more number of companies and assure high global growth, it has been
identified t that organisation have committed in which they have emphasized upon climate crisis
of high carbon emission in environment, which is not only affecting climatic and atmospheric
condition but also impact upon livelihood at great extent (Lin, 2021). There are some key
milestones has been announced by this organisation. In this Microsoft on their first year will be
reduced emission of carbon by 6% which is roughly 730,000 metric tons. For this company have
purchased the removal of 1.3 million metric tonne of carbon from 26 projects around the world.
Company with the help of committed towards transparency will evaluate these objectives
according to their annual sustainability report. It has been identified that Microsoft core
competencies include strong financial position, product portfolio, technological innovation,
talented human resources, distribution network and brand recognition. All these factors are
acting as company core competencies which is sufficient at this time. With the help of these
competencies company is aiming towards accomplishing their objective of reducing carbon
emission by 2030.
Context
The project is one of the most important aim of Microsoft’s sustainability objective in which
they will undertake efficient practices in order to improve world's biodiversity. Number of
significance practices will be undertaken by organisation with the help of effective strategies
through which they will effectively move towards this goal. It is one of the most dramatic action
of Microsoft in which they will remove carbon from the environment with the help of purchasing
the removal of 1.3 million metric tons of carbon from 15 suppliers across 26 projects around the
world. The company will take modest step and giant lead which is their largest annual carbon
removal purchase. With the help of this objective company will create a new aim and a dynamic
economic environment which is counted as one of the most effective initial step of this company.
5

Social/human
It has been identified that with the help of this project Microsoft will emphasize upon each in
every living on the planet. The users of their project is all the human group and living individual,
as it has been identified that due to the increase in carbon emission each and every living
organism is facing number of negative issues such as continuous increase in temperature.
Number of activities such as shifting from fuel to renewable energy will be undertaken place in
which company will also undertake advantage of renewable measures in their production process
as to accomplish this operation.
Environment
With the help of this project company will mitigate the issue of increase in carbon
emission from the environment, as it has been identified that due to carbon there is a blanket of
gas created in atmosphere which is continuously trapping heat and changing climate of world.
This is affecting every individual life skill (Rehman, 2021). Thus with help of this project
company will significantly provide sustainable development in climate and will mitigate the
major concern of carbon emission.
Viability
From this project company is significantly expecting to take responsibility of their carbon
footprint and invest in new carbon reduction and improve technology. It has been identified that
the expectation from this project of Microsoft is associated to removal of technologies which is
leading towards more carbon emission and invest on climate innovation fund, in order to become
carbon negative (Sia Weill and Zhang, 2021). For this company empower consumers around the
world and will deploy digital technology to provide help to their consumers and suppliers to
reduce their carbon footprint. With the help of ensuring transparency company will offer
transparency on their progress with the help of annual environmental sustainability report and
will use their voice on carbon related public policies issues and will advance innovation by
creating new opportunities through which their employees can effectively contribute in their
efforts.
6

4. Performance
a. Process
The project is about accomplishing sustainability by moving from fossil fuel in
manufacturing process to renewable energy. The estimated budget in relation to this specific
project is around 4500 pounds. The schedule for the project is provided below:
1. Development of project goals
2. Key stakeholders included in the project
3. Final deadline
4. Listing of tasks
5. Assigning responsibilities to team members
6. Work backward to set due dates for a particular task
7. Organize project schedule in a tool, and share it with team
Project deliverable – This project is highly effective in ensuring sustainability and attaining
sustainable goal of the nation. It helps in reducing the carbon footprint in environment by
shifting from fossil fuel to renewable energy. Microsoft is also aiming towards bringing positive
changes with its consumers which is one of its most important strategic intent. It aims to remove
around 1.3 million metric tonne of carbon from 26 projects around the world and contribute in
making the environment clean.
b. Function
By shifting from fossil fuels to renewable energy, Microsoft will get several benefits in
terms of improved brand image, attaining competitive advantage in market over the competitors
etc. Using energy that reduce the carbon emission and air pollution will help in keeping the
environment as well as the people of society healthy. Implementing renewable energy project
also create economic development as well as jobs in manufacturing and installation. It also saves
cost of the company and has numerous environmental and health benefits.
c. Expression
Using renewable energy in the manufacturing processes will make the company able to
contribute in accomplishing sustainability goals of the nation. It also helps in protecting the
7

environment and climate from adverse influences and contribute in development of society and
economy.
Post Production
a. The Executive Summary
The main objective of this project is to develop a new plan to reduce and ultimately
remove organisation carbon foot print and accomplish the United Nations’s 17th Sustainable
Development Goal, i.e., Climate Action. Increasing carbon emission is one of the major issue
that society is facing today. In order to address this issue, Microsoft, one of the leading
multinational technology company of America bring changes in its manufacturing process. The
company shift from fossil fuel used in its business processes to renewable energy. This will
enable organisation to be carbon negative by year 2030. The firm moving towards making its
business operations completely sustainable in order to accomplish the sustainability goals of firm
as well as Nation and protect the environment and society from harmful impacts.
b. Reflection
I am a student undertaking a module named as "design thinking for enterprise". While
undertaking this module, I was assigned with an assignment task in which direct I needed
identify and discuss a project which aims to administer a mix of virtual and real solutions of the
issue of increasing carbon emission faced by society. In order to address the issue of society, a
solution was developed in the project and it was designated to mitigate United Nations
sustainable development goal of Climate Action and an action was taken to combat climate
change as well as its influences by reducing carbon emissions and promoting use of renewable
energy. As an outcome of the solution, organisation will be able to reduce carbon emission by
6% which is around 73000 metric tons by year 2030. Initially, when I was assigned with the task,
I felt nervous as I have not much knowledge about how to perform this particular task and
complete the assignment. But, my tutor and classmates helped me a lot in completing the
assignment successfully. I was also upset and embarrassed by my own inability to communicate
effectively with others. However, after getting help from my tutor and classmates, it made me
feel less embarrassed.
At that time, I was very nervous, however after speaking with my tutor, I felt positive. One
of the positive experience that I get from the overall situation was that i learnt a lot from it. In
8

completing the assignment, my research skills were improved and make me able to search
effectively on the particular topic. Apart from this, it also improved my confidence level and
make me able to work effectively towards completion of a particular task. The thing that not
went well initially was my inability to deal with the situation effectively. However, after getting
help, all the things went well at that time and I was able to successfully completed the
assignment. By the assistance of this project, I was able to develop my skills and I learnt a lot
from it. It improved my competencies and knowledge base which will help me in future in my
personal and professional development. However, I personally feel that I have to work upon my
communication skills and improve it effectively so that I will be able to communicate with others
in proper way. In order to improve my communication skills, I will attend communication
classes and also watch videos made on communication so that I can improve my communication
and able to interact effectively with others. The experience that I get from this module has made
me realise that I can work more upon my skills so that I will improve my work next time.
9

REFERENCES
Books and Journals
Borowski, P.F., 2021. Innovative processes in managing an enterprise from the energy and food
sector in the era of industry 4.0. Processes, 9(2), p.381.
Doherty, B. and Kittipanya-Ngam, P., 2021. The Role of Social Enterprise Hybrid Business
Models in Inclusive Value Chain Development. Sustainability, 13(2), p.499.
Jiang, L. and Dong, K., 2021, April. Design and Analysis of Enterprise Management System
Framework Based on Blockchain Technology. In Journal of Physics: Conference
Series (Vol. 1852, No. 2, p. 022067). IOP Publishing.
Lin, J., 2021. Design of enterprise financial early warning model based on complex embedded
system. Microprocessors and Microsystems, 80, p.103532.
MUHAMMED, A.Y. and ABDULKADIR, A., 2021. Moderating Effect of Strategic Thinking
on the Relationship between Entrepreneurial Orientation and Micro Small and Medium
Enterprise Performance. FUDMA JOURNAL OF MANAGEMENT SCIENCES, 2(2),
pp.47-59.
Rehman, T.U., 2021. Theoretical Context of E-Banking for Digital Enterprise Transformation.
In Disruptive Technology and Digital Transformation for Business and Government (pp.
91-109). IGI Global.
Sia, S.K., Weill, P. and Zhang, N., 2021. Designing a Future-Ready Enterprise: The Digital
Transformation of dbs Bank. California Management Review, p.0008125621992583.
Szromek, A.R., 2021. The Sustainable Business Model of Spa Tourism Enterprise—Results of
Research Carried Out in Poland. Journal of Open Innovation: Technology, Market, and
Complexity, 7(1), p.73.
Blaschke, M., Cigaina, M., Riss, U.V. and Shoshan, I., 2017. Designing business models for the
digital economy. In Shaping the Digital Enterprise (pp. 121-136). Springer, Cham.
Lin, J., 2021. Design of enterprise financial early warning model based on complex embedded
system. Microprocessors and Microsystems, 80, p.103532.
Golob, M., Flores, M., Al-Ashaab, A., Al-Ashaab, H., Herrera, M. and Maklin, D., 2020, June.
Insights towards an agile enterprise. In 2020 IEEE International Conference on
Engineering, Technology and Innovation (ICE/ITMC) (pp. 1-9). IEEE.
Hechler, E., Oberhofer, M. and Schaeck, T., 2020. Design Thinking and DevOps in the AI
Context. In Deploying AI in the Enterprise (pp. 141-161). Apress, Berkeley, CA.
Nikolova, Z. and Antonova, R., 2019. Enterprise Product Management in the Digital World.
In Smart Technologies and Innovation for a Sustainable Future (pp. 95-102). Springer,
Cham.
Arenberg, J., Atkinson, C. and Conti, A., 2016, August. Ensuring the enduring viability of the
space science enterprise: new questions, new thinking, new paradigms. In Space
Telescopes and Instrumentation 2016: Optical, Infrared, and Millimeter Wave (Vol.
9904, p. 99041F). International Society for Optics and Photonics.
10