By now, firms take sustainability seriously. Many of them are integrating sustainability benefits in their new product offerings. Results have been contrasted, however, as many firms face disappointing sales with their new offerings. When this happens, the temptation is large to blame it on the customers, using the “sustainability say-do gap”: customers say they care, but they don’t want to pay for sustainability. While we recognize that this may well happen, we propose that firms may bear some degree of responsibility for their failures. We suggest that they may be making no less than three mistakes and highlight ways to go around them.

Join Frédéric Dalsace, Professor of Marketing and Strategy and host Marcella Rispo, MBA Admissions Advisor, for this chance to participate in a sample class around sustainability and to experience the IMD MBA teaching style for yourself.

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Deadline to register: 4/13/23