Overview

After years of investment in sustainable goods and services, most companies still aren't seeing the payoff. Why not? As IMD professors Goutam Challagalla and Frédéric Dalsace show in this eye-opening and practical book, it's due to a basic strategic misalignment and a misunderstanding of what actually drives customers' purchase decisions. The authors flip conventional strategy on its head: companies, instead of asking, ""How can we make our offerings more sustainable?"" should be asking, ""How can we use sustainability to improve the performance of our products, make them more affordable, or both?"" In this view, sustainability is an intrinsic, value-generating element of an offering rather than a costly add-on. The authors call companies that understand this insight--such as John Deere, Nespresso, Michelin, Schneider Electric, and others--clean winners, or ""resonators."" With vivid and instructive stories, they show how resonators use sustainability to create new customer value and robust profits. Offering practical frameworks, tools, and tactics, Clean Winners is your essential guide to reimagining your sustainability strategy.

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Frederic Dalsace is a professor of marketing and strategy at IMD. Prior to IMD, he was a professor at HEC Paris, where he held the Social Business Chair, sponsored by Danone, Renault, and Schneider Electric. He coauthored, with Muhammad Yunus (Nobel Peace Prize, 2006), the 2015 Harvard Business Review article ""Reaching the Rich World's Poorest Consumers."" Before academia, Dalsace worked in industry at Michelin and for McKinsey & Company. He is a graduate of HEC Paris (MSc), Harvard Business School (MBA), and INSEAD (PhD). Goutam Challagalla is the Dentsu Group Chair of Sustainable Strategy and Marketing at IMD business school in Lausanne, Switzerland. He is the director of IMD's Advanced Management Program, Integrating Sustainability into Strategy program, and Strategy Governance for Boards. He has published extensively in the leading academic journals as well as in Harvard Business Review, and he has worked as a principal at The Monitor Group. He earned a BA from Osmania University, an MBA from Arizona State University, and a PhD from the University of Texas at Austin. Rick Barr is an experienced audiobook narrator with several years of experience and over 100 audiobooks produced. As a member of SAG-AFTRA, he has lent his voice to a wide range of genres, from thrillers and sci-fi to romances and nonfiction. What sets him apart is a deep, resonant voice-a quality that listeners often describe as both captivating and unique. He takes pride in his ability to immerse listeners in the world of a book, allowing them to feel the characters' emotions and connect with the narrative on a profound level. He is particularly adept at adjusting his voice for different genders and ages. Whether it's a suspenseful thriller or a thought-provoking nonfiction work, he brings dedication, professionalism, and authenticity to every project.

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