Sustainable Innovation Strategy
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Sustainable Innovation Strategy Creating Value in a World of Finite Resources Christophe Sempels Associate Professor of Sustainable Development and Strategy, SKEMA Business School and Jonas Hoffmann Associate Professor of Marketing, SKEMA Business School
Christophe Sempels and Jonas Hoffmann 2013 Reprint of the original edition 2013 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6 10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2013 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-46932-1 DOI 10.1057/9781137352613 ISBN 978-1-137-35261-3 (ebook) This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. Typeset by MPS Limited, Chennai, India
Contents List of Figures and Tables Acknowledgments vii ix Introduction 1 1 Tackling Sustainable Development at the Corporate Strategic Level to Create Value 5 2 The Business Model A Powerful Tool to Drive a Strategic Shift 33 3 Eco-Efficiency and Eco-Design A First Step toward Sustainable Performance 71 4 Circular Economy: Transforming a Waste into a Productive Resource 103 5 From Products to Use-Oriented Services 139 6 From Product- to Result-Based Integrated Solutions 185 Conclusion 227 Notes 231 Index 261
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List of Figures and Tables Figures I.1 Developing a sustainable innovation strategy 2 2.1 The supply chain of Danone Grameen Food 69 3.1 Enriched space of marketing differentiation 91 4.1 Going from a linear economy to a circular economy 105 6.1 Strategy canvas for two competing pesticides 202 6.2 Reconfiguration of the value curve by a result-based integrated solution 204 6.3 Business model disruption and decoupling potential 225 Tables 2.1 Sustainable business model canvas 39 2.2 Sustainable business model canvas of Danone Grameen Food Ltd 66 3.1 PUMA s 2010 Environmental Profit and Loss 89 3.2 Impact of eco-design of an existing product on the sustainable business model canvas 100 4.1 Sustainable business model canvas of green waste valorization business 130 5.1 The business model canvas for the baby pram leasing service 176 6.1 Sustainable business model canvas for an agricultural result-based integrated solution 205
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Acknowledgments Christophe dedicates this book to Dominique Vian (SKEMA) and Frédéric Bielen (BSM) for their amazing discussions that help them grow and are a great source of inspiration; to Michel Bernasconi (SKEMA) for his trust, his constant support and his advices, which are an important source of improvement; to Axelle Sapy (Réseau Alliances) for her trust and the many years of close and rich collaboration; to Christian du Tertre (Université Paris VII/Atemis), for the pleasure and the richness of their collaboration; to Jocelyn Blériot (Ellen Mac Arthur Foundation) for his support and the pleasure associated with their collaboration; to all the colleagues of SKEMA, providing a wonderful working environment; to all the CEO s who trust him and who try to move to a more sustainable business model; and to his wife and their two boys for their constant support and the wonderful life they reinvent every day. Jonas dedicates this book to Betina and Noah. We warmly thank Sian Jones for her copyediting; and Eleanor Davey Corrigan, Anna Keville and the whole team at Palgrave Macmillan.