Capturing the Sustainability Premium
In this chapter, we deepen the discussion on how to capture the sustainability premium, looking at potential innovation channels and how to change consumer behaviors. First, several innovative practices based on collaboration are discussed, starting with the example of the BMW Startup Garage . This example of how BMW became a venture client for startups, as opposed to an investor, can be seen as an extension of the BMW i3 team exercise presented earlier in the circular economy discussion, in Chap. 10. Next, different approaches to changing consumer perceptions and attitudes are explored, supported by examples from the food industry, such as the sustainability-driven turnaround of Coronilla , a Bolivia-based gluten-free pasta business. Finally, a few additional tools are added to the toolbox, mostly techniques to uncover customer requirements.
- 1.AB InBev (2018, March 21) AB InBev launches 2025 Sustainability Goals and 100+ Accelerator to advance local innovations for pressing global challenges [Press release]. Retrieved from http://www.ab-inbev.com/content/dam/universaltemplate/ab-inbev/News/press-releases/public/2018/03/20180321_EN.pdf
- 2.Berry, J. (2016, August 25) Why Did BMW’s Startup Garage Invent the Venture Client Model? The Innovation Enterprise. Retrieved from https://channels.theinnovationenterprise.com/articles/why-bmw-s-startup-garage-invented-the-venture-client-model
- 3.Wikipedia contributors (2018, May 21) Leyden jar. Wikipedia, The Free Encyclopedia. Accessed May 21, 2018, from https://en.wikipedia.org/w/index.php?title=Leyden_jar&oldid=844106437
- 4.Hendriksz, V. (2018, January 9) Fashion for Good teams up with Zalando to advance sustainable innovation. FashionUnited. Retrieved from https://fashionunited.uk/news/business/fashion-for-good-teams-up-with-zalando-to-advance-sustainable-innovation/2018010927549
- 5.C&A Foundation (2017, March 30) C&A Foundation calls to reimagine fashion [Press release]. Retrieved from http://www.candafoundation.org/latest/press/2017/03/ca-foundation-calls-to-reimagine-fashion
- 7.Bonzom, A. & Netessine, S. (2016, February) How do the World’s Biggest Companies Deal with the Startup Revolution. INSEAD Business School and 500Startups. Retrieved from http://cdn2.hubspot.net/hubfs/698640/500CORPORATIONS_-_How_do_the_Worlds_Biggest_Companies_Deal_with_the_Startup_Revolution_-_Feb_2016.pdf
- 8.Rautera, R., Globocnik, D., Perl-Vorbach, E., et al. (2018, April 12) Open innovation and its effects on economic and sustainability innovation performance. Journal of Innovation & Knowledge.Google Scholar
- 9.Ranganathan, J., Vennard, D., Waite, R., et al. (2016) Shifting Diets for a Sustainable Food Future. Working Paper, Instalment 11 of Creating a Sustainable Food Future. World Resources Institute. Retrieved from https://www.wri.org/sites/default/files/Shifting_Diets_for_a_Sustainable_Food_Future_0.pdf
- 10.Quaas, M., Hoffmann, J., Kamin, K., et al. (2016, October) Fishing for Proteins, How marine fisheries impact on global food security up to 2050. A global prognosis. Hamburg, Germany: WWF Germany, International WWF Centre for Marine Conservation. Retrieved from https://c402277.ssl.cf1.rackcdn.com/publications/982/files/original/Report_food_and_fish_Final.pdf?1484256747
- 11.Wikipedia contributors (2018, May 22) Quinoa. Wikipedia, The Free Encyclopedia. Accessed May 22, 2018, from https://en.wikipedia.org/w/index.php?title=Quinoa&oldid=848757716
- 12.United Nations Food and Agriculture Organization (2013, February 20) Launch of the International Year of Quinoa [Press release]. Retrieved from http://www.fao.org/quinoa-2013/press-room/news/detail/en/.
- 13.This case is an abridged version of CORONILLA: CHANGE DILEMMA FOR THE WILLE FAMILY, GLUTEN FREE PASTA FROM BOLIVIA (IMD-3-1997) Copyright © 2018 by IMD—International Institute for Management Development, Lausanne, Switzerland (www.imd.org). No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means without the prior written permission of IMD.
- 14.Halpern, D. & Sanders, M. (2016) Nudging by government: Progress, impact, & lessons learned. Behavioral Science & Policy, Vol. 2, No. 2, pp. 53–65. Retrieved from https://behavioralpolicy.org/wp-content/uploads/2017/06/Sanders-web.pdfCrossRefGoogle Scholar