Clean Winners: Sustainability Strategy That Puts Customers First

Despite massive investments, sustainable business still isn't very profitable for most companies.Here's a fresh approach for resetting sustainability for customer value-and profitability. Store aisles packed with products labeled "environmentally friendly." Businesses scrambling to respond to stakeholder demands that they make their operations sustainable.Ads touting green credentials for all kinds of enterprises.For a long time now, this has been the market landscape we've lived in, with companies such as Unilever leading the way and creating pressure for others to follow suit. But the uncomfortable truth is that after years of investment in sustainable products and services, most companies still aren't seeing the payoff-not financially, not in value for customers, and not in real environmental and social impact.Why not?As IMD professors Goutam Challagalla and Frédéric Dalsace show in this eye-opening and practical book, the shortfall is due to a strategic misalignment and a misunders