Our society is currently facing an unprecedented series of crises in modern history -financial, economic, industrial and environmental crises - as a consequence of an unsustainable development model based on the mismanagement of our scare social and natural resources. However, like in the natural ecosystems, crises offer opportunities for evolution. Visionary companies lead the change of their business models to work towards a more sustainable future based on natural resource efficiency, the development of eco-innovative products and services and the empowerment of eco-consciousness customers and citizens. The businesses engaging in this "green economy" are nowadays obtaining a key competitive advantage, being recognised clearly as leaders within their sector. In this theoretic and empirical research at international scale, we have studied the literature of change management and corporate sustainability, from which we constructed a framework for organizational transformation towards green business. Then, we have examined different companies that are leading this strategic change to confirm the validity of our model and illustrate the different stages of the transformation process. Finally we have chosen to focus on Desso company, a Dutch carpet manufacturer, that is using radical eco-innovation to transform its business model.

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Fosse, Jeremie; Arenas Vives, Daniel

Business going green: Desso case of corporate transformation through radical eco-innovation

Our society is currently facing an unprecedented series of crises in modern history -financial, economic, industrial and environmental crises - as a consequence of an unsustainable development model based on the mismanagement of our scare social and natural resources. However, like in the natural ecosystems, crises offer opportunities for evolution. Visionary companies lead the change of their business models to work towards a more sustainable future based on natural resource efficiency, the development of eco-innovative products and services and the empowerment of eco-consciousness customers and citizens. The businesses engaging in this "green economy" are nowadays obtaining a key competitive advantage, being recognised clearly as leaders within their sector. In this theoretic and empirical research at international scale, we have studied the literature of change management and corporate sustainability, from which we constructed a framework for organizational transformation towards green business. Then, we have examined different companies that are leading this strategic change to confirm the validity of our model and illustrate the different stages of the transformation process. Finally we have chosen to focus on Desso company, a Dutch carpet manufacturer, that is using radical eco-innovation to transform its business model.
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Business going green: Desso case of corporate transformation through radical eco-innovation
Fosse, Jeremie; Arenas Vives, Daniel
EABIS 11th Annual Colloquium
European Academy of Business in Society (EABIS)
Nueva York (United States of America), 02/04/2012 - 04/04/2012

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