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The real green shoots of economic recovery!

Next Dublin event of the MBA Association of Ireland is the second of the BCM Hanby Wallace ‘Ideas into Action’ series.

Guest Speakers:
Mr Joe O’Carroll, Managing Director, Imperative Energy Ltd.

Presentation title:
Renewable Energy: The real green shoots of economic recovery!

Venue (and sponsor)
BCM Hanby Wallace Solicitors,
88 Harcourt Street, Dublin 2.
(St. Stephen’s Green end of Harcourt Street)

Speaker Profile:
Joe O’Carroll is Managing Director of Imperative Energy , a pioneering Irish company in biomass energy solutions. Imperative Energy recently completed a £30m round of fund raising from a London-based Private Equity firm. The company is rolling out a series of biomass to energy plants across the UK and Ireland and has just secured its first project in the US. Among the projects being developed is a joint venture with Sustainable BioPolymers to develop a BioProcessing facility in the West of Ireland which will employ over 80 people directly with many more upstream jobs ( ). The company has “partnership”as a core value and developed strategic win-win partnerships with a number of global technology providers.

RSVP: There is no charge to MBAAI Members that attend this event.

There is a charge of €10 for non-members and guests, payable at the door. To make your reservation.

Please reply to email

MBA News Ireland
For more information on MBA Association events throughout Ireland, visit

I am an International Strategy and Marketing Consultant with over 20 years experience in marketing and strategy and international operations both in the US and Europe. Broad functional experience in: Marketing and Communications Strategic and Financial analytics including Business Case Development Consulting and Operational management Client Relationship Management Deep financial services sector knowledge. Worked in organisations ranging from technology start-ups, fast-paced direct marketing agency to large corporates. Member of Enterprise Ireland Mentor Panel Member of IIA (Irish Internet Association) International Strategy Working Group Committee member of the MBA Association of Ireland:

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  • Anonymous

    Thanks Ralph for the comments.

    Even in this tough job market it is important to maintain a positive attitude and approach. If things are not working then try something different.


  • Anonymous

    Very clever article Derbhile. So true about the power of words in Marketing (both written and verbal). Also highlights the importance of getting a second set of eyes.

    By the way I wouldn’t have been munching away on the Panini oblivious to the typo 🙂


  • Great article Derbhile. The dreaded apostrophe misplace is one of my pet hate’s 🙂 (intentional slip of course!). The small things can make a huge difference.

  • Anonymous

    Don’t get me started! Thanks for this Derbhile. I think our standard of English language education is pretty poor. As Barney says, the dreaded apostrophe, particularly using one with its possessive case, is widespread in its incorrect use. The other that guarantees me having a one-way conversation with the radio is the incorrect use of amount instead of number and quantifying with amount when it’s just not needed: “The amount of frustration in the room”, for instance.

    Forget all the books on Social Media this xmas: read Eats Shoots & Leaves…

  • Jill

    …or are inclined o shrug it off?

    …strong, positive words like ’sparkle,’ ‘essential,’ or ‘innovaive’

    And you’re preaching about attention to detail?

    We expect a restaurant to make good food. A typo on the menu certainly doesn’t mean that the food will not be up to par.

    But multiple typos in an article written by a professional copywriter? Even if you didn’t put the article up here on Bloggertone yourself, surely you should have proofread it once it was posted?

  • Hi Jill, thanks for the heads up. I will let Derbhile know. Happy Xmas and best wishes for the New Year. Warm Regards, Niall

  • Catherine

    Hi, nice post! I am actually writing a report around this topic at present. I was wondering if you could please pass comment on the below, a passage from my report, so that I can generate a debate within my research.

    Sustainability itself has come to be considered as little more than a marketing ploy. This notion is supported by Fuller’s (1999) belief that negative environmental publicity can have detrimental effects on areas of the promotional mix. It is important to acknowledge that some companies make false claims of environmental responsibility, a strategy known as ‘greenwashing’ (Lincoln and Thomassen, 2008:131). However, in order to be truly resourceful, companies must adopt an authentic ecological stance from ‘cradle-to-grave’ (Baker, 2003:745), not simply in the marketing of a product. Ranchhod and Gurau (2007) support this approach, claiming that initiatives such as using a fraction of the profits for environmental improvement, would assure customers that a business is concerned with green issues. To put this into perspective within the eco-conscious commercial world, a sales advisor will likely offer a carrier bag during the transaction process, of which the customer can decline, instead using the ecologically friendly alternative of a ‘bag for life’. Contrastingly, when a product is purchased online, it arrives in – at minimum – primary and secondary packaging (Aquino, 1995). Although the majority of the packaging is appreciated by the customer, providing a positive first impression of the product, this will likely end up being disposed of (Porter, 2002), contributing to the issue of waste.

    Furthermore, Ranchhod and Gurau (2007) argue that transportation systems must mirror a company’s ecological aims. Transportation by road is one of the major causes of environmental pollution, putting immense pressure on the environment through congestion, emissions and noise pollution. However, many variables come into play within this discussion. Thus it is beyond the scope of this paper to determine whether online shopping is more / less ‘green’ than conventional shopping. Yet, what is clear is that if a company were to adopt an online focus from cradle-to-grave, this is a double-edged sword. In sum, although online marketing strategies such as SMM have their sustainable merits, discussion thus far has also revealed a strong negative hue – impacting on consumerism. It has been argued that SMM does not build loyalty and engage audiences as effectively as traditional marketing strategies. Consequently a compromise is required, and it is necessary to seek out alternative sustainable forms of marketing.

    Please discuss….

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