European Platform for recycling was the only pan-European organization disposal created in response to the pioneering of the European Union to promote the recycling of electronic waste. Braun, Electrolux, Hewlett-Packard and Sony established ERP in 2002 as an alternative to the monopoly of electronic waste acceptance systems then existing in some European countries. ERP was based on the principle of producer responsibility, in which producers financially responsible for the management of end of life phase of their products. By the end of 2007, ERP operates in eight countries. It has reached a significant share of the market and promote competition in the European e-waste recycling. In November 2007, the Board of ERP was a meeting to assess whether the company should greatly expand its scope. If ERP start processing new product categories, such as discarded batteries and packaging? Whether it should expand into other countries? If yes, what country? If it is expanded to handle the additional ERP business complexity, while maintaining a low cost, outsourced model? The case looks at the organization at the forefront of efforts to address the growing e-waste crisis in the world. It emphasizes the importance of managing the end of life phase of products. Students will evaluate the utilization of both business and market opportunities. They will appreciate the industry and market changes caused by electronic waste directive in Europe. "Hide
by Hau Lee, Maria Shao Source: Stanford Graduate School of Business 25 pages. Publication Date: August 28, 2009. Prod. #: GS67-PDF-ENG
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