COMPANY TRANSFORMATIONAL CHALLENGE
How does it work?
Participating companies are requested to come up with a transformational challenge, an initiative that they are trying to put in place or a vision for sustainable transformation of existing processes.
Students would then contribute to the process of “framing” the vision into an actionable initiative, comprehensive of approach, stakeholder analysis, mission statement, implementation plan and KPIs.
A global vision will then be proposed by students to the company, in order to agree and to establish a specific plan, in terms of approach, outcomes and indicators. Such a plan will be the basis for the challenge framing in terms of project, which will constitute the pedagogical backbone of the programme.
Company challenges are presented during the first sustainability factory towards the end of September. They will be accelerated all along the programme, with the help of tutors nominated by KEDGE BS, and the sponsor nominated by the company. Students will be able to nourish their vision of the challenge solution through the pedagogical intakes related to tuition and to experts’ testimonials. The advancement of the challenges will be pitched to companies for a “middle of the road pitstop’, in March 2023. The results of this pitch will allow to launch the prototyping phase and to start working on a more precise configuration of the challenge solution. Students will keep working on their projects and the final pitch will take place during the final sustainability factory, in June 2023.
This year, the students successfully met the expectations of TETRA PAK, FNAC DARTY, BOLLORE, DORMAKABA, VEEPEE for their company Challenge which was presented last in front of a jury last June.
TETRA PAK
The mission was to figure out how to identify Tetra Pak as a global inspiring leader in sustainability in the eyes of their stakeholders. The tutor supporting the students on their mission was Gilles Tisserand, Group Vice President Climate, Biodiversity, Water and Product Sustainability at Tetra Pak.
THE MAIN OBJECTIVES OF THE MISSION:
- Leading the transition to have a greater purpose and being able to make decisions
- Stakeholders engagement to co-create the future of the food industry
- Raising awareness for the end consumers, the employees, and all the stakeholders
THE STUDENTS' RECOMMENDATIONS:
- Create impactful report: Make the report an impactful and effective tool that promotes sustainability across the company and engages stakeholders
- Implement a sustainable culture: Push for a sustainable culture via internal practices based on the sustainability report
- Lead the transition for BtoB: Co-create a big event around sustainability with various food industry members
- Lead the transition and spread awareness: Setting-up themes campaigns along with influencers and other stakeholders
FNAC DARTY
The tutor supporting the students on their mission was Mehdi D, France Fnac Retail Director. The mission was to solve the three following challenges :
- The 20% unnecessary home repair interventions
- The 3901.85 tonnes of CO2 in transportation
- The 17,860,000 euros in unnecessary expenses
THE STUDENTS' OBJECTIVES :
- Reduce 50% in unnecessary interventions
- Avoid 390.19 tons of CO2 per year in transportation
- Save 8,930,000 euros in operational cost
- To have a more sustainable consumer behaviour
- Create a community that enjoys sustainability
THE STUDENTS' JOURNEY :
Methods: Interviews, surveys, immersion + sustainability knowledge + business experience + behavioural economics concepts
THE STUDENTS' RECOMMENDATIONS:
- All-in-one application for sustainable FNAC darty offers
- Behavioural change techniques applied
- Prompts and notifications for habit formation
- Gamification strategies
- Mini quizzes for awareness
- Leaderboards to engage users
- Consumer rewards using leaves for donation or personal consumption
- Help or ask a neighbour to repair or maintain appliance with DartyVoisin
BOLLORE
The mission was to incorporate sustainability into investment decision-making. The tutor supporting the mission was Nathalie leger, Global VP for Luxury Goods, Perfumes and Cosmetics Verticals.
THE STUDENTS' APPROACH:
Diagnosis: Desk research, benchmark, stakeholders interviews, data analysis
Design: Suggestion of an improved version of the TBL tool, new trainings, and guidelines
Implementation: Launch of tool testing and proposal of implementation plan
THE SOLUTION
TOOLS
Improved triple bottom line tool: clearer, more exhaustive, easier to use, personalised
PROCESSES
Involve CSR department in decision making process, formalised guidelines to use the tool, adapt the frequency of use per investment
PEOPLE
Organised workshops: prepare the users to use the tool, educate and raise awareness
DORMAKABA
The tutor supporting the mission was Stephanie Ossenbach, Group Sustainability Officer at dormakaba.
THE GOAL OF THE PROJECT :
- To create an action plan and parameters for Dormakaba's take-back programme, based on one best selling product in 9 countries (Austria, Germany, UK, France, Switzerland, China, Australia, USA and Canada).
- To identify local recycling companies available to act on behalf of Dormakaba.
- To create internal awareness regarding the take-back programme concepts and commitment.
METHODOLOGY :
- Exploratory interviews
- Benchmark
- Meeting with all internal stakeholders
- Develop recommendations
- Identify 2 relevant local third-party recycling and logistics partners per country / contact Dormakaba experts
- Create an implementation map
- Creation of a “change maker” prospectus
- Presentation of the final prototype
VEEPEE VOYAGE
VEEPEE’s challenge was to reach specific initiatives & actions linked to sustainability that are in sync with Veepee & Veepee Voyage's global values and will positively impact their actions. The tutor supporting the mission was Murielle Vuong, Head of Sustainability.
THE SOLUTION:
- To engage travellers to purchase more sustainable travel packages from Veepee
- To develop a marketing campaign that will target younger demographics and convince them to travel locally and sustainably within France. This initiative will increase the volume of sustainable travel packages sold on Veepee as as as attract new customers that value sustainability (new first time buyers on the website).
However, there was several hurdles to overcome. Tourism is an inherently carbon-intensive industry and not an environmentally friendly sector. There is no single solution to solve these issues and transform tourism into a sustainable industry. Veepee is a volume-based business dependent on high numbers of sales of low-priced travel packages. Veepee has had very limited success in engaging customers on its sustainability initiatives and enticing them to purchase sustainable travel packages.
We recommend travel offers in France (staycation) instead of traveling abroad to avoid carbon emissions, engaging the target demographic by means of social media and Le Club, and to have better visibility of French trips on the website, engaging sustainable travelers influencers.
Students will engage into an experiential learning journey facilitating knowledge acquisition and implementation “with their heads, hearts and hands”. They will be able to experience first hand transformational issues, and to develop their capability of developing impactful solution for elaborated, multi-stakeholder, challenges.
Companies will be able to have access to a cohort of motivated students, possessing a professional and personal project for making their contribution for sustainability, in a professional manner. Companies will also benefit from the work developed by students and from the solutions proposed to their transformational challenges. The stronger the support by the sponsor, and the co-construction approach, the more adapted their propositions will be for concrete implementation within the company.
FOR MORE INFO ON THE MSC BUSINESS TRANSFORMATION FOR SUSTAINABILITY
