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distribution without the prior written consent of McGraw-Hill Education.
TEACHING NOTE:
SUSTAINABILITY AT HOLLAND AMERICA LINE
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This case illustrates the following themes and concepts discussed in the chapters listed:
Theme/Concept Chapter
Government regulation 7
Sustainable development 9
Natural capital 9
Threats to marine ecosystems 9
Air, land, and water pollution 10
Ecologically sustainable organization 10
Environmental partnership 10
Private regulation 17
Case Synopsis:
conclusion of the case, HAL’s vice president for safety and environmental management
systems is considering installing wind turbines on the decks of their ships in order to
generate electricity, thus reducing further the use of fossil fuel. Students are asked to
draw conclusions this option in light of the company’s overall sustainability goals.
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Lawrence.
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distribution without the prior written consent of McGraw-Hill Education.
TEACHING TIP: ICE BREAKER
avoided ever going on one).
TEACHING TIP: VIDEO ABOUT THE OCEAN ENVIRONMENT
Set the stage for the discussion by showing a short 5-minute video about the importance
Holland America:
http://www.hollandamerica.com/about-best-cruise-lines/Main.action#
On the left part of the screen, click on “Our Marvelous Oceans” and choose “Ocean
Wonder.” Students tend to be primarily aware of land-based environmental issues, such
as the depletion of forests and threats to habitat. This video sets the tone for
understanding the ocean environment.
TEACHING TIP: VIDEOS ABOUT HAL’S ENVIRONMENTAL
MANAGEMENT PRACTICES AND COMMITMENTS
recycling, and the management of hazardous waste. These three videos may be streamed
from www.hollandamerica.com/virtual-tours-videos.
Summary of Discussion Questions
1. What are the most significant environmental issues facing Holland America
Line?
2. In what ways has Holland America Line gone “beyond compliance” in its
environmental initiatives?
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3. Do you consider Holland America Line an ecologically sustainable organization,
and why or why not? What additional steps would HAL need to take to become
an ESO?
4. What are the advantages and disadvantages to Holland America Line of its
sustainability practices?
5. What action would you recommend Morani take with respect to the wind
turbine initiative? If you are not sure, what additional information would be
helpful?
Discussion Questions and Answers
1. What are the most significant environmental issues facing Holland America
Line?
Chapter 9 introduces several critically important environmental challenges facing the
populations, coral reefs, coast communities.
Chapter 10 offers a typology for classifying environmental issues. The three major types
of pollution are air pollution, which occurs when more pollutants are emitted into the
atmosphere than can be safely absorbed and diluted by natural processes; water pollution,
solid and hazardous waste.
Holland America Line, and the cruise industry more generally, faced several of these
environmental issues:
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Students may differ on which of these impacts were the most significant.
2. In what ways has Holland America Line gone “beyond compliance” in its
environmental initiatives?
countries visited by HAL cruise ships.
Holland America Lines was committed to meeting or exceeding the standards established
3. Do you consider Holland America Line an ecologically sustainable
organization, and why or why not? What additional steps would HAL need
to take to become an ESO?
Chapter 10 offers this definition of an ecologically sustainable organization, or ESO:
“…a business that operates in a way that is consistent with the principle of sustainable
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distribution without the prior written consent of McGraw-Hill Education.
Is Holland America Line an ESO?
respects:
Minimization of depletion of natural resources: HAL had reduced its use of fossil
fuels and committed to avoiding the depletion of fish stocks.
Reduction of solid waste: HAL had introduced a robust program to conserve and
4. What are the advantages and disadvantages to Holland America Line of its
sustainability practices?
HAL had developed a reputation as a sustainability leader in the cruise line
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for HAL, and that environmentally-minded customers are likely to be attracted to
the company’s cruises.
efficiency practices on an ongoing basis.
HAL had been an innovator. For example, it had developed advanced waste
5. What action would you recommend Morani take with respect to the wind
turbine initiative? If you are not sure, what additional information would be
helpful?
FOR
AGAINST
A wind turbine had been installed on a
ferry operated by the Stena Line; it had
been reported to be cost effective.
Wind turbines were believed to reduce
aerodynamic drag.
Wind turbines could save fuel by
generating electricity to be used on board.
A wind turbine would serve as a visual
reminder to guests of HAL’s commitment
to sustainability.
Initial estimates of possible fuel saved by
a wind turbine had led the fuel
conservation committee to apply a low
priority to the idea.
Aesthetics and noise might be problems;
wind turbines could be ugly and noisy.
A pilot test on one ship would require a
large up-front investment.
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distribution without the prior written consent of McGraw-Hill Education.
Possible answers might include:
Survey current passengers about their reactions to the wind turbine idea.
Epilogue: