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Matteo Mura ©Source: Wood, 2010
SUSTAINABILITY & COMPANY PERFORMANCE: A 40-YEAR (OFTEN INCONCLUSIVE) DEBATE
Matteo Mura ©
Longo M., Mura M., Bonoli A. (2005), “Corporate Social Responsibility and
Corporate Performance: the Case of Italian SMEs”, Corporate Governance:
The International Journal of Business in Society, Vol. 5. No. 4, pp. 28-42
Source: Wood, 2010
SUSTAINABILITY & COMPANY PERFORMANCE: A 40-YEAR (OFTEN INCONCLUSIVE) DEBATE
Matteo Mura ©
THERE IS NO ALTERNATIVE TO SUSTAINABILITY
Source: Global Footprint Network, 2014
DO WE FIT ON THE PLANET?
Matteo Mura ©
SUSTAINABILITY ORIENTED INNOVATION
Source: Eccles, Serafeim (2013) – Harvard Business Review
SUSTAINABILITY
Matteo Mura ©
A MATURITY MODEL TOWARDS SUSTAINABILITY
• STAGE 1: Viewing compliance as an opportunity
• STAGE 2: Increasing productivity of natural resources
– Increase efficiency throughout the value chain
– Develop sustainable offerings or re-design existing
ones to become more eco-friendly
• STAGE 3: Innovative visions & business models
– To question the dominant logic behind business today
– Find novel ways to beliver and capture value
Lovins, 1999 – HBR; Nidumolu et al., 2009 – HBR
Matteo Mura ©
STAGE 1. COMPLIANCE AS AN OPPORTUNITY
Source: MIT SMR Blog - November 10th, 2015http://sloanreview.mit.edu/article/sustainability-oriented-innovation-a-bridge-to-breakthroughs/
End ‘90 Nike’s «Trash Talk» shoe
(Huge failure)
2012 «Flyknit»
«LESS IS MORE»$1B sales estimate in 2016
(Nike has an $18.3B total footwear
business) partnership with DyeCoo
Matteo Mura ©
STAGE 2. INCREASE PRODUCTIVITY OF NATURAL RESOURCES
• Revenue 2011: $1.5 billion; 5,800 employees worldwide
• Leather sustainable supply chain
– Leather Working Group (2005): suppliers’ engagement
– Sourcing leather only from silver- or gold-rated tanneries
• Benefits
– Environmental
– Complexity reduction
– Involvement of tanneries (worldwide) in developing more efficient
processes
– $ 1 million/year cost savings
Matteo Mura ©http://www.unibo.it/it/ricerca/progetti-e-iniziative/alma-low-carbon-resource-efficiency-and-sustainable-energy-towards-a-low-carbon-society
Matteo Mura ©
STAGE 3. INNOVATIVE VISIONS & BUSINESS MODELS
• Fondata a Minerbio (Bologna) nel 2007
• Quotata in Borsa Italiana 24 ottobre 2014
http://www.borsaitaliana.it/borsaitaliana/
ufficio-stampa/comunicati-
stampa/2014/bioon.htm
Matteo Mura ©
http://mag.wired.it/news/storie/c-erano-una-volta-i-vecchi-pirati-con-le-gambe-di-legno.html
http://www.centuria-agenzia.it/index.php/news/1242-3-milioni-di-euro-per-la-startup-faentina-greenbone
Wired 10th
November 2015
GREENBONE
STAGE 3. INNOVATIVE VISIONS & BUSINESS MODELS
Matteo MuraDipartimento di Scienze Aziendali
Università di Bologna
matteo.mura@unibo.it
Innovazione Sostenibile e imprenditorialità
Quando la sostenibilità nutre nuova imprenditorialità: casi di start up
sostenibili e di successo
Innovazione Sostenibile e imprenditorialità
Quando la sostenibilità nutre nuova imprenditorialità: casi di start up
sostenibili e di successo
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