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Welcome to our support website for the business case series “INEOS ChlorVinyls: A Positive Vision for PVC”.

Read inspection copies of the part A and part B.


When a Greenpeace campaign to boycott PVC products seemed to spell disaster for Hydro Polymers, it embraced the challenge and embarked on a drive for sustainability using The Natural Step framework. The strategy was maintained after Hydro was acquired by INEOS, and ultimately led to significant changes throughout Europe's PVC industry. The case shows how positioning sustainability as a business opportunity rather than a threat can yield substantial commercial success while addressing environmental impacts.

Pedagogical Objectives

  • Highlight the business value of adopting a scientific, structured, whole-systems approach to sustainability as applied by The Natural Step; 

  • Illustrate an innovative, integrated and strategic response to the challenges of sustainability at organizational and industry level; 

  • Understand the value of embedding sustainability in business practice and the implications for corporate strategy and marketing.

How to buy the case

  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.