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Industry perspectives Sustainability as business opportunity

Industry perspectives Sustainability as business opportunity. EGIN 2010 Dr. Hilke Bos-Brouwers Nyenrode Center for Sustainability 15-16 April Venice, Italy. Focal points. What & Why How, Who & Where  “Granny Test”. Corporate Social Responsibility. CSR can be described in 20 words

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Industry perspectives Sustainability as business opportunity

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  1. Industry perspectivesSustainability as business opportunity EGIN 2010 Dr. Hilke Bos-Brouwers Nyenrode Center for Sustainability 15-16 April Venice, Italy

  2. Focal points What & Why How, Who & Where  “Granny Test”

  3. Corporate Social Responsibility CSR can be described in 20 words and remain unachieved in 10.000 ... Definition: A company has a visible and clear role in society which exceeds core business and compliance practice, and leads to sustainable added value for the company and society. This means that a company is guided by its performance on the Triple P Bottom line: People, Planet, Profit

  4. CSR Challenges Green House Gases (CO2) - 20% in 2030 (the EU - December 2008 Climate & Energy package)

  5. Energy markets: prices & accessibility

  6. Food • Increasing prices • Distribution • Availability • Biofuels… Consequences for worldwide ecosystems?

  7. Labour conditions Low-wage countries...

  8. Environmental degration

  9. Integrity

  10. Crisis: danger & opportunity Both crises can be related to an economy which is based solely on short term financial profitability. Soon, realisation will come that environmental and social degration influences the economic system and the welfare of nations.

  11. Phases in CSR Nah, we like the view from here Come on, let’s move on Value creation Risk Management Compliance

  12. Who to ‘believe’?

  13. CSR & Sustainability IssuesISO 26000 guidelines

  14. Sustainability issues in Graphic Media Industry (GMIN)

  15. Drivers (external) Strategic competitiveness Profitable Increasing pressure of stakeholders Legislation Ethical / moral concerns Reputation concerns Improvement of environmental performance Improvement of internal organization

  16. Drivers (2)

  17. Motivation (internal / personal)

  18. Business Models

  19. Tools, Methods & Methods

  20. Tools, Methods & Models:Implementation schems • Set objectives & ambition • Translate ambitions in system requirements • Selecting projects • Implementing projects • Performance measurement • Assessment of performance / adjustment of ambitions & targets BitC (2003): Framework for implementing CSD ECSF (2003): SqEME matrix Forum for the Future: Sigma Project GEMI: Exploring pathways to a sustainable enterprise IISD: Managing according to SD principles IVAM (2003): Triple P approach Keijzers et al (2003): Project strategies of sustainable business Natural Step (1989) NIDO/Cramer (2002): SD approach UN University (1999): Zero emissions research inititive WBCSD: Making business sense Werre (2003): CR implementation model Zwetsloot (2003): Continuous collective learning process for CSR

  21. Tools, Methods & Models Measurement instruments

  22. Tools, Methods & Models : Reporting/rating - communication

  23. Tools, Methods & Models:Certification ISO 9000/ ISO 14001 / ISO 26000 Responsible Care ® OHSAS 18000 AA 1000 SA 8000 FSC

  24. Small vs. Large companies Not a small big business

  25. New Business Models • Creation of own meaning of CSR for the organization • Key strategy • Defining shared values • Selection of issues / performance indicators • Innovation of products, processes and people Small steps & big leaps • Including stakeholders cooperation in value chain • Preventing lock-ins and suboptimal outcomes • Consumers & Clients’ wishes & explication of needs • With governments for transport & energy infrastructure, and sustainable procurement

  26. Success & Failure ? Time Money Knowledge .... Guts??

  27. Business competences

  28. Success & Fail factors • Societal pressure • Customer demand • Supplier push • Competitive advantage • Future legislation • Stakeholders: • Customers • Suppliers • Peers • Knowledge institutions • Consultants • Trade associations • Governmental institutions • Opportunity • Duty • Cost Sustainability Orientation • Company size • Organization construction • Degree of formalization • Decision structure • Strategy management focus • Degree of specialization • Time • Personnel • Knowledge • Capital Business Competences Network Interface

  29. Success factors for sustainable innovation • efficacy • leadership • environmental awareness • ethics of managers • economic efficiency • economic opportunity • risk & uncertainty of the innovative process • understanding of consumer needs • internal communication • external communication • comparative strength of products/services • marketing activities • existence of champions • technical capabilities • financial capabilities • role of users in innovation process • stakeholder pressure • culture of creativity • engagement • desire to succeed • empowerment at employee level • willingness • doing the right projects and doing projects right • market characteristics • public pressure • shareholder pressure • regulations enforcement • community concerns • customer demands • liability • public image • social responsibility • perceptions • personality

  30. The stone age didn’t end because of a shortage of stones... Let’s make sure our age doesn’t end with a shortage... Thank you for your attention!! h.brouwers@nyenrode.nl hilkebos@live.nl

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