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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

Industry perspectivesSustainability as business opportunity

EGIN 2010

Dr. Hilke Bos-Brouwers

Nyenrode Center for Sustainability

15-16 April

Venice, Italy

focal points
Focal points

What & Why

How, Who & Where

 “Granny Test”

corporate social responsibility
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

csr challenges
CSR Challenges

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

slide6
Food
  • Increasing prices
  • Distribution
  • Availability
  • Biofuels…

Consequences for

worldwide ecosystems?

labour conditions
Labour conditions

Low-wage countries...

crisis danger opportunity
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.

phases in csr
Phases in CSR

Nah, we like the view from here

Come on, let’s move on

Value creation

Risk

Management

Compliance

drivers external
Drivers (external)

Strategic competitiveness

Profitable

Increasing pressure of stakeholders

Legislation

Ethical / moral concerns

Reputation concerns

Improvement of environmental performance

Improvement of internal organization

tools methods models implementation schems
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

tools methods models certification
Tools, Methods & Models:Certification

ISO 9000/ ISO 14001 / ISO 26000

Responsible Care ®

OHSAS 18000

AA 1000

SA 8000

FSC

small vs large companies
Small vs. Large companies

Not a small big business

new business models
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
success failure
Success & Failure

?

Time

Money

Knowledge

.... Guts??

success fail factors
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

success factors for sustainable innovation
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
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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