Innovazione Sostenibile e imprenditorialità

Rossella SobreroMembro del Gruppo promotore de “Il Salone della CSR e dell’innovazione sociale”

Innovazione Sostenibile e imprenditorialità

Imprenditorialità, innovazione e sostenibilità

Matteo BartolomeoADMAKE A CUBE

Matteo MuraDipartimento di Scienze Aziendali UNIBO

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

Matteo Mura ©

STAGE 1. COMPLIANCE AS AN OPPORTUNITY

End ‘90 Nike’s «Trash Talk» shoe

(Huge failure)

Matteo Mura ©

STAGE 1. COMPLIANCE AS AN OPPORTUNITY

End ‘90 Nike’s «Trash Talk» shoe

(Huge failure)

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 Mura ©

STAGE 3. INNOVATIVE VISIONS & BUSINESS MODELS

Matteo MuraDipartimento di Scienze Aziendali

Università di Bologna

matteo.mura@unibo.it

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