1. Marketing: a new lever for innovation

Operational definition of sustainable development

Sustainable development is no longer a matter of good feelings, of acts that depend on "good will", and no longer obeys beliefs, i.e. "to believe in it or not to believe in it".

It has entered the economy head-on, revisiting it and helping it to evolve. This new economy is the "partnership economy", which adds societal value to the creation of shareholder value.

These value creations concern four areas: economic, environmental, social and societal.

But what does this value creation mean in concrete terms, in the company's day-to-day operations? It's very simple: we just need to ask ourselves four questions, whatever the subject we're thinking or acting on (see table 1...