Clean Winners by Goutam Challagalla and Frédéric Dalsace
Environmentally friendly products and socially conscious services have been an explosive growth area for new businesses over the last decade The post Clean Winners by Goutam Challagalla and Frédéric Dalsace appeared first on Elite Business Magazine.
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Environmentally friendly products and socially conscious services have been an explosive growth area for new businesses over the last decade, and even the largest brands have had to adapt due to customer demands and stakeholder pressure. But for all the good intentions, questions still remain for many people around what the payoff really is, both commercially and in terms of environmental and social impact.
This new book from IMD professors Goutam Challagalla and Frédéric Dalsace takes a fresh look at the sustainability debate to switch the narrative. They argue that many brands have misunderstood the importance of sustainability when it comes to customers’ buying decisions, and in doing so, may be missing a bigger opportunity to truly make sustainability their competitive edge.
Clean Winners draws upon case studies and exclusive interviews with senior executives to demonstrate how organisations can make the strategic shift from trying to make a product more sustainable to questioning how they could use sustainability to add real customer value. That could be using sustainability to make products more affordable or more effective, rather than just a marketing exercise – it is a mindset shift you could call Sustainability 2.0.
The examples of brands that have become ‘Clean Winners’ really help bring the ideas in the book to life, with insights from the likes of Nespresso, John Deere, Schneider Electric and Michelin. They may be huge global brands, but you will take away ideas that could help you reimagine your own business, whatever the size or sector.
Sustainability is certainly an issue no business can ignore today, but this is a book every business leader should read before they start shouting about their green credentials.
Clean Winners: Sustainability Strategy That Puts Customers First by Goutam Challagalla and Frédéric Dalsace is published by Harvard Business Review Press
The post Clean Winners by Goutam Challagalla and Frédéric Dalsace appeared first on Elite Business Magazine.
