Goutam Challagalla
Professor at IMD Business School and an expert on strategy, innovation, and customer-centric growth. Coauthor of Clean Winners: Sustainability Strategy That Puts Customers First.
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Mar 31, 2026 • 32min
Building a Sustainability Strategy Around Customers
Goutam Challagalla, IMD professor and coauthor on customer-first sustainability, explores why most buyers will not pay more for green products. He looks at weak returns from feel-good efforts, how waste and hardship can drive innovation, why scaling means winning over indifferent customers, and how leaders can turn sustainability into real customer value.
