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 Fr�d�ric Dalsace show in this eye-opening and practical book, the shortfall is due to a strategic misalignment and a misunderstanding of what actually drives customers' purchase decisions. The authors flip conventional sustainability strategy on its head: instead of companies asking "How can we make our offerings more sustainable?" they should be asking "How can we use sustainability as a catalyst to improve the performance of our products, make them more affordable, or both?" Viewed this way, sustainability is an intrinsic, value-generating element of an offering rather than a costly add-on.

The authors call companies that understand this insight—John Deere, Michelin, Schneider Electric, Nespresso, Reckitt, and others—clean winners, or "Resonators." With wide-ranging and instructive stories, they show how Resonators use sustainability to increase customer value and generate robust profits.

Offering practical frameworks, tools, and tactics, Clean Winners is your essential guide to reimagining your sustainability strategy.

About the Author

Goutam Challagalla is the Dentsu Group Chair of Sustainable Strategy and Marketing at IMD business school in Lausanne, Switzerland. He also directs IMD's Advanced Management Program and its Strategy Governance for Boards program. He has published extensively in leading academic journals, as well as in Harvard Business Review, and he has worked as a principal at the Monitor Group.

Fr�d�ric Dalsace is Professor of Marketing and Strategy at IMD. Prior to IMD, he was a professor at HEC Paris, where he held the Social Business/Enterprise and Poverty Chair, sponsored by Danone, Renault, and Schneider Electric. He coauthored, with Muhammad Yunus (Nobel Peace Prize, 2006), the 2015 Harvard Business Review article "Reaching the Rich World's Poorest Consumers." Prior to his career in academia, Dalsace worked at Michelin and as a strategy consultant for McKinsey & Company.

The authors codirect the Integrating Sustainability into Strategy program at IMD. Their HBR article "How to Market Sustainable Products" was included in HBR's 10 Must Reads 2025.

"About this title" may belong to another edition of this title.

Store Description

Visit Seller's Storefront

Seller's business information

Russell Books
100-747 Fort St., Victoria, BC, V8W 3E9, Canada

Sale & Shipping Terms

Terms of Sale

For assistance with billing questions, please refer to our help page in abebooks. If you cannot find the answers you are seeking or have questions about your order you can contact us by emailing info@russellbooks.com. Responses to emails will be provided as soon as possible. For further information - (250) 361-4447

Right of cancellation

If you are a consumer you can cancel the contract in accordance with the following. Consumer means any natural person who is acting for purposes which are outside his trade, business, craft or profession.

INFORMATION REGARDING THE RIGHT OF CANCELLATION

Statutory Right to cancel

You have the right to cancel this contract within 14 days without giving any reason.

The cancellation period will expire after 14 days from the day on which you acquire, or a third party other than the carrier and indicated by you acquires, physical possession of the the last good or the last lot or piece.

To exercise the right to cancel, you must inform us, Russell Books, 734 Fort St., V8W-1H2, Victoria, British Columbia, Canada, +1 2503614447, of your decision to cancel this contract by a clear statement (e.g. a letter sent by post, fax or e-mail). You may use the attached model cancellation form, but it is not obligatory. You can also electronically fill in and submit a clear statement on our website, under "My Purchases" in "My Account". If you use this option, we will communicate to you an acknowledgement of receipt of such a cancellation on a durable medium (e.g. by e-mail) without delay.

To meet the cancellation deadline, it is sufficient for you to send your communication concerning your exercise of the right to cancel before the cancellation period has expired.

Effects of cancellation

If you cancel this contract, we will reimburse to you all payments received from you, including the costs of delivery (except for the supplementary costs arising if you chose a type of delivery other than the least expensive type of standard delivery offered by us).

We may make a deduction from the reimbursement for loss in value of any goods supplied, if the loss is the result of unnecessary handling by you.

We will make the reimbursement without undue delay, and not later than 14 days after the day on which we are informed about your decision to cancel with contract.

We will make the reimbursement using the same means of payment as you used for the initial transaction, unless you have expressly agreed otherwise; in any event, you will not incur any fees as a result of such reimbursement.

We may withhold reimbursement until we have received the goods back or you have supplied evidence of having sent back the goods, whichever is the earliest.

You shall send back the goods or hand them over to us or Russell Books, 734 Fort St., V8W-1H2, Victoria, British Columbia, Canada, +1 2503614447, without undue delay and in any event not later than 14 days from the day on which you communicate your cancellation from this contract to us. The deadline is met if you send back the goods before the period of 14 days has expired. You will have to bear the direct cost of returning the goods. You are only liable for any diminished value of the goods resulting from the handling other than what is necessary to establish the nature, characteristics and functioning of the goods.

Exceptions to the right of cancellation

The right of cancellation does not apply to:

the delivery of newspapers, journals or magazines with the exception of subscription contracts; and
the supply of digital content which is not supplied on a tangible medium (e.g. on a CD or DVD) if you accepted when you placed your order that we could start to deliver it, and that you could not cancel it once delivery had started.

Model withdrawal form

(complete and return this form only if you wish to withdraw from the contract)

To: (Russell Books, 734 Fort St., V8W-1H2, Victoria, British Columbia, Canada, +1 2503614447)

I/We (*) hereby give notice that I/We (*) withdraw from my/our (*) contract of sale of the following goods (*)/for the provision of the following goods (*)/for the provision of the following service (*),

Ordered on (*)/received on (*)

Name of consumer(s)

Address of consumer(s)

Signature of consumer(s) (only if this form is notified on paper)

Date

* Delete as appropriate.

Shipping Terms

Shipping prices are based on books weighing 2.2 LB, or 1 KG. Canadian and U.S. orders sent with Automated Package Tracking and delivery confirmation, where available. If your book order is heavy or oversized, we may contact you regarding any extra shipping costs. Thank you! - Russell Books

Shipping rates from Canada to U.S.A.

Shipping rates from Canada to U.S.A.
Order quantity	7 to 14 business days	5 to 7 business days
First item	� 14.88	� 18.60

Delivery times are set by sellers and vary by carrier and location. Orders passing through Customs may face delays and buyers are responsible for any associated duties or fees. Sellers may contact you regarding additional charges to cover any increased costs to ship your items.