In this episode of the INSEAD Explains Sustainability series, INSEAD Professor of Strategy Karel Cool explains why it’s important for firms to integrate sustainability across their entire organisation – and, by doing so, firms can actually create business opportunities. 

Using examples of firms in sectors ranging from salmon farming to tyre manufacturing, the BP Chaired Professor of European Competitiveness highlights how companies that can develop innovative solutions that meet the demands of society and customers can gain competitive advantage while doing good. 

Cool highlights the fact that it’s no longer a question of persuading firms to pursue sustainable opportunities but helping guide them in choosing which opportunities to pursue. To do so, business leaders need to learn about frameworks and best practices. And there is “a real demand” for such learning, Cool observes. The INSEAD Business Sustainability Programme, which he co-directs, is held three times a year and is oversubscribed every time.