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Case Studies by Renato Orsato

7 case studies

by Publication Date
published: 25 Aug 2014

  • Topic: Responsibility
  • Industry: Palm oil, healthcare
  • Region: Global

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Abstract:
This case explores the events leading to the creating of a multi-stakeholder platform, the Roundtable on Sustainable Palm Oil (RSPO). The promotion of palm oil as an alternative to fossil fuels has increased demand, hence the “palm oil dilemma”: to produce oil more sustainably or save the forests? The ability to respond to NGOs and the additional cost of certified palm oil are some of the future challenges facing the RSPO.

Pedagogical Objectives:
The case is designed to explore: • The life-cycle impacts of the production of palm oil • The social and environmental trade-offs involved • The development dilemmas faced by emerging economies • The logic behind the creation of ‘green clubs’ • How reputational value is created or destroyed - in individual organizations and in coalitions such as the RSPO • The rationale for certification and eco-label schemes.

Keywords:
Palm Oil Production, Production and Operations Management, Value Chain, Sustainability, Green Clubs, Eco-Activism, Voluntary Environmental Initiatives, Greenpeace

published: 28 Jun 2010

  • Topic: Strategy
  • Industry: Advertising
  • Region: Europe

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Abstract:
Velib' is a station bicycle system in which rented bicycles can be picked up in one station and returned to a different one, and is an initiative of the mayor of Paris in partnership with JCDecaux, the giant advertising company. The system has been an instant success, with 50 million users in its first two years of operations. But Velib' is costly to build and maintain raising questions about it long-term viability

Pedagogical Objectives:
By applying the case, teachers are able to: (i) explore the basic features of Velib', the self-service biking system in operation in paris since 2007; (ii) expose students to the counter-intuitive ownership of the system, and the history of the public-private partnership between the Municipality of Paris and JCDecaux; (iii) provoque students to think about the business rationale of the system, and; (vi) confront the business rationale (private profits) with the logic of sustainable mobility (public benefits).

Keywords:
Urban Furniture, Station Bicycles, Public-Private Partnerships, Advertising Industry, Sustainable Mobility, Sustainable Value Innovation, Blue Ocean Strategy, Sustainability Strategies

published: 30 Sep 2009

  • Topic: Entrepreneurship
  • Industry: Automotive Industry
  • Region: Global

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Abstract:
In 2007, Shai Agassi raised $200 million to launch Better Place. By deploying a network of charge spots, switch stations and systems that optimised the use of electric vehicles (EV), the company had the potential to become a major player in the transport industry. To succeed, however, it had to overcome major implementation challenges, among them the need to achieve a minimum level of standardisation for the interface between vehicles and the recharging grid, and the continuous need to finance its market expansion.

Pedagogical Objectives:
The case allows students to explore: - How an innovative business model has the potential to create new market space and reduce environmental impacts - The emergence of cross-industry reconfigurations for a low-carbon economy - The commercial risks of sustainability-driven business in the realm of transportation.

Keywords:
Business Models, Auto Industry, Entrepreneuship, Sustainable Value Innovation, Blue Ocean Strategy, Sustainability Strategy

published: 28 Apr 2008

  • Topic: Entrepreneurship
  • Industry: Automotive
  • Region: Europe

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Abstract:
This case describes the trajectory of a group of Norwegian entrepreneurs to develop and commercialize a battery electric vehicle (BEV) called THINK. The business opportunity was for a vehicle intended for eco-oriented niche markets in urban or suburban personal transportation. The car design integrated several innovations which subsequently motivated Ford to own the enterprise for a short period of time. By 2007 there was renewed hope that the enterprise would finally succeed.

Pedagogical Objectives:
By applying the case, educators will be able to explore: 1) How eco-oriented innovation in car design can reduce manufacturing costs and break-even point of new models; 2) the systemic limitations associated with current mobility patterns, which limit the adoption of BEVs; 3) How BEVs fit the strategies of volume car manufacturers, such as Ford; 4) Potential strategies for new entrants in the car industry, such as manufactures of electric vehicles; 5) The business models and associated income revenues of existing car companies.

Keywords:
Electric Vehicles, Eco-Entrepreneurship, Sustainable Mobility, Eco-Innovation, Ford Company, Strategy, Micro Factory Retailing, Consumer Behaviour

published: 01 Sep 2007

  • Topic: Responsibility
  • Industry: Packaging
  • Region: South America

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Abstract:
The Tetra Pak aseptic packaging is made of paper, polyethylene and aluminium, which makes recycling difficult. Nonetheless, recycling rates raised from 12% in 2000 to 25% in 2005. Such performance was obtained without any regulations. The product stewardship policy of Tetra Pak made possible the formation of unique entrepreneurial networks.

Pedagogical Objectives:
By applying the case, teachers are able to explore: (i) How corporations can minimise the costs of regulations based on Extended Producer Responsibility; (ii) The necessary conditions to establish a reverse logistics system for post-comsumption packaging (iii) How product stewardship can influence corporate reputation; (v) How corporate strategies can be used for poverty alleviation. (vi) how environment-driven strategies can generate new management capabilities.

published: 01 Nov 2006

  • Topic: Economics & Finance
  • Industry: Oil & Mining
  • Region: Other Regions

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Abstract:
The case uses data to expose that modern societies will remain highly dependent on oil for years to come. The Stuart oil shale project in Australia was based in such rationale but its (high) environmental impact caused strong opposition from Greenpeace and local stakeholders, culminating in its closure in 2004.

Pedagogical Objectives:
The case addresses: (1) Government policies for the supply of energy; (2) Strategic choices for oil companies (3) The process of building a successful eco-activist campaign (4) The global effects of local activities (climate change caused by the burning of Oil); and (5) Local impacts of global activities (bleaching in the barrier reef due to global warming).

published: 02 Jan 2006

  • Topic: Strategy
  • Industry: Food Retailing
  • Region: Europe

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Abstract:
This case describes the development of an ecological brand in a large Swedish supermarket chain. The experience of änglamark has been unique and successful, but fierce price rivalry, change in consumer preferences and strategic alliances among Scandinavian cooperatives are jeopardizing the future of the brand.

Pedagogical Objectives:
The case enables teachers to explore: (i) the alignment of general, marketing and environmental strategies; (ii) the conditions in which ecological differentiation may generate competitive advantage; (iii) the subtle differences between traditional and ecological branding strategies; (iv) the evolution of consumer behavior toward eco-oriented products.

Keywords:
Eco-Branding, Ecological Differentiation, Marketing Strategy, Generic Strategy, Ethics, Corporate Social Responsibility (csr), Consumer Behaviour, Organisational Change

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