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Sustainability in Action

This case was written by Professor Peter Williamson. It is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Copyright ? 2014 University of Cambridge, Judge Business School.

N.B. COPIES MAY NOT BE MADE WITHOUT PERMISSION.


“Humanity can find a real approach to sustainable development for higher life quality and lower impact on the environment.”

-----Zhang Yue,  BROAD Chairman & CEO


On New Year's Day 2012, BROAD Sustainable Buildings Co. Ltd (BSB) released a time-lapse video on YouTube showing how it built a 30-storey hotel in just 360 hours (15 days). http://www.youtube.com/watch?v=Hdpf-MQM9vY That video has since been viewed over 5.8 million times. People were amazed at the speed of this accomplishment; however Zhang Yue, Chairman & CEO of BROAD Group of which BSB is a subsidiary, however, is more focused on the building's sustainability credentials. Third party tests conclude that it can withstand an earthquake of magnitude 9 on the Richter scale; heating, cooling and lighting the building uses only 20% of the energy consumed by a traditional hotel; its internal air is 20 times purer than the atmosphere outside; it costs between 10% and 30% less to build compared with conventional methods, using about 30% less steel and 85% less concrete. It was also built without accident of any kind and with less than 1% of the construction waste discarded in traditional methods. All of the materials used in the building are free of toxic materials such as formaldehyde, lead, or asbestos and are mostly recyclable.

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