Nacer Gasmi - Corporate Innovation Strategies

1 Cover

2 Title page Smart Innovation Set coordinated by Dimitri Uzunidis Volume 33

3 Copyright First published 2020 in Great Britain and the United States by ISTE Ltd and John Wiley & Sons, Inc. Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licenses issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address: ISTE Ltd 27-37 St George’s Road London SW19 4EU UK www.iste.co.uk John Wiley & Sons, Inc. 111 River Street Hoboken, NJ 07030 USA www.wiley.com © ISTE Ltd 2020 The rights of Nacer Gasmi to be identified as the author of this work have been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. Library of Congress Control Number: 2020944437 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library ISBN 978-1-78630-654-8

4 Introduction

5 PART 1: Analysis of Factors Incentivizing Companies to Develop CSV-based Strategies for Societal Innovations PART I Analysis of Factors Incentivizing Companies to Develop CSV-based Strategies for Societal Innovations Introduction to Part 1 1 Foundations of the Societal Strategy Based on Creating Shared Value (CSV) 1.1. The issues at stake in the liberal and contractual conceptions of CSR 1.2. CSR as a lever for adapting corporate governance 2 CSR as a Lever Which Corrects and/or Anticipates Potential Damage to the Company 2.1. CSR as a lever to avoid pressures from socio-political stakeholders 2.2. CSR as a lever for alleviating or anticipating regulatory pressures 2.3. CSR as a lever to avoid or mitigate the pressures exerted by soft power 2.4. CSR as a lever for securing a competitive advantage, reducing negative societal externalities or producing positive externalities 3 Innovation and Ecosystem as Key to the Success of CSV-based Societal Strategies 3.1. Innovation as a fundamental lever for developing CSV-based strategies 3.2. Analysis of the ecosystem’s role in the process of implementing CSV strategies 3.3. Assessing the impact of an innovation on each stakeholder in the ecosystem 4 Value of Impact Investment for Societal Innovations 4.1. Key steps in calculating the value of the impact investment 4.2. Impact and ethical investment opportunities 5 Development Strategies of CSV-based Innovative Business Models 5.1. Traditional tools of competitive analysis in CSV-based CSR practices 5.2. Foundations of business models

6 PART 2: Analysis of the Different Environmental Innovation Strategies Developed by One Company and their Impact in Terms of CSV Introduction to Part 2 6 Analysis of Societal Strategies Based on Ethical Values and their Limitations with Respect to CSV6.1. Issues concerning ethical values 6.2. Comparative analysis of the values communicated by Decathlon and the values appropriated by customers 7 Analysis of CSV-based Environmental Innovation Strategies Developed by a Company and their Impact 7.1. Environmental innovations, environmental externalities and competitive advantage 7.2. Different categories of environmental innovation and shared value creation 8 Analysis of Specific Environmental Innovation Strategies to Each Activity of the Decathlon Group 8.1. Analysis of the Decathlon Group’s environmental policy based on CSV 8.2. Analysis of the contributions of Decathlon Group’s environmental innovations 8.3. Environmental innovations related to product and production activities 8.4. Environmental innovations related to site construction and operation 8.5. Environmental innovations related to transport 8.6. Main positive impacts resulting from the various environmental innovations

7 PART 3: Analysis of Social Innovation Strategies Based on CSV and their Impact on the Company and Society Introduction to Part 3 9 Foundations of Social Innovations for Consumers 9.1. Social innovations for low-income consumers 9.2. Social innovations for the well-being of the poor 9.3. Social innovations for all consumers 10 Analysis of Various Managerial Innovations Likely to Motivate Employees to Engage in their Work 10.1. Social innovation based on organizational ethics and its impact on employee engagement 10.2. Managerial innovation based on the higher purpose of employee involvement and commitment 10.3. Social innovation based on teleworking and employee engagement 10.4. Managerial innovation based on the role of feedback and respect in the employee motivation process

8 Conclusion

9 References

10 Index

11 End User License Agreement

1 Chapter 3 Figure 3.1.Integrated cultivation framework (Spencer Stuart, cited by Pisano (2...

1 Chapter 2 Table 2.1.Summary of opportunities achieved through sustainable development pra...

2 Chapter 3 Table 3.1. Innovation matrix (Pisano 2015) Table 3.2.Matrix of patterns of technological substitution rates (Adner and Kap... Table 3.3. Matrix of collaborative models (Nidumolu et al. 2017) Table 3.4. Matrix of collaborative managerial innovations (Autissier et al. 2018... Table 3.5. Purposes of managerial innovations (Autissier et al. 2018, p. 53) Table 3.6. Structuring of managerial innovations (Autissier et al. 2018, p. 52) Table 3.7. Types of innovations and the problems they solve (Satell 2018) Table 3.8.Patient growth opportunity profile: the existing offer is shown in pl... Table 3.9.Impact of differentiators on non-negotiable characteristics: negative...

3 Chapter 5 Table 5.1.Analysis of the societal impact of value chain activities (Strategor ... Table 5.2.Assessment of the impact of the societal dimension on competition (St...

4 Introduction to Part 2 Table I2.1. Changes in the Decathlon Group’s revenue between 2009 and 2016

5 Chapter 6 Table 6.1. Awareness index of Decathlon’s values among customers surveyed Table 6.2.Distribution of the number of customers according to the number of me... Table 6.3. Values cited by customers and values declared by Decathlon

6 Chapter 7 Table 7.1. Use of UAVs and desired UAV use for operators (Anderson 2018)

7 Chapter 8 Table 8.1. Decathlon Innovation Awards (Decathlon 2016, pp. 47–49) Table 8.2.Levers developed by the Decathlon Group in terms of sustainable devel... Table 8.3. GHG emissions expressed in kilograms of CO2 (Decathlon 2013, p. 29) Table 8.4.Distribution of GHG (CO2) emission rates (Decathlon 2013, 2014, 2015,... Table 8.5.Environmental impacts of the life cycle of a cotton T-shirt (Decathlo... Table 8.6. Environmental innovations having a direct impact on products Table 8.7. Service activities and positive environmental externalities7 Table 8.8.Environmental impact of products delivered in Europe in g CO2/article... Table 8.9. Assessment of the level of customer satisfaction (2015 and 2016)