The Invironment Impact on Morgan Stanley

In the contemporary businesses, the well-known theory-Porter’s competition force model is used in firms widely. With the developing of technology and society, the factor of environment what is more and more important among the firms. So it has sometimes been suggested that 6th force in Porter’s 5 forces model is the environment.

The environment would be divided into two parts, one is natural environment, like pollution, emission and so on, and another one is the business environment, such as the local government politics, the changing of economic. Firstly, we should discuss something about natural environment impact on Morgan Stanley. In 21st century, many companies pay attention on the natural environment, because the problem of environment in the world is becoming worse and worse, so they want to through care about environment issue and concentrate on environmental protection to set up the image in the businesses. Of course, including Morgan Stanley, �Morgan Stanley believes a meaningful commitment to protecting the environment must begin from itself, and they reduced the environmental impact of their own operations worldwide - and they aspire to identifying and applying the most effective environmental "best practices" to their facilities, products and programs’ (Morgan Stanley’s commitment to the environment 2007). In additional, if a company attach important to the environment protection, it would decrease the cost of company among many aspects. For example, Talty (2007) stated that Morgan Stanley is also looking to use information technology to cut the environmental impact outside its datacenters with how the firm has cut the 300,000 sheets of paper it uses each day in half by setting all printers to double-sided printing; reduced travel-related emissions by putting web conferencing technology on all staff desktops; and provided a carbon calculator on the firm's internal website. Making use of environment problem, in August 2007, the world's second- biggest securities firm-Morgan Stanley, created a "carbon bank" to sell greenhouse-gas credits to factories, airlines and offices to voluntarily offset emissions blamed for global warming. Businesses will buy and then immediately cancel credits created under the standards of the 1997 Kyoto Protocol from emission-reduction projects. In that period, the trend of Morgan Stanley was increasing well, and Morgan Stanley

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