Clean Winners

Clean Winners argues that despite massive investments in sustainability, most companies fail to see financial or environmental payoffs due to strategic misalignment and misunderstanding customer purchase drivers.

IMD professors Goutam Challagalla and Frédéric Dalsace propose flipping the approach: instead of making products more sustainable, use sustainability to enhance performance, affordability, or both, turning it into a value-generating element.

They highlight 'clean winners' or 'resonators' like John Deere, Nespresso, Michelin, and Schneider Electric, providing frameworks, tools, and real-world stories to reimagine sustainability strategies for innovation, growth, and profitability.