Capturing the Sustainability Premium

  • Benoit Leleux
  • Jan van der Kaaij


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.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Benoit Leleux
    • 1
  • Jan van der Kaaij
    • 2
  1. 1.International Institute for Management DevelopmentLausanneSwitzerland
  2. 2.Finch & BeakBredaThe Netherlands

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