Ana, Yajie, Zhuoling, Florien, Léo, Dirk
Master in Management (MiM) Stream 2 Nr. 4
23rd January 2020
Welcome to next century sustainability
(BMW, 2020a)
www.cranfield.ac.uk/som
Presentation Agenda
Strategy and Sustainability
Internal and external collaboration
Benefits, metrics and current status
Strengths of current sustainable approach
Recommendations for improvement
Sustainability in senior management
References
Strategy and Sustainability
Consistent integration of sustainability into business model
Global challenges opportunity to innovate
Sustainability to secure long-term-success
Innovations to enhance benefits for customers and to have a positive impact on society and the environment
Taking social responsibility for all actions
Efficiency, resource-friendly and individual sustainable mobility
Implementation of sustainable along the entire value chain into all processes
Ten goals in three key areas (Production and value creation, products and services and employees safety) (UNconformity)
Sustainability as key component in corporate strategy
(BMW Group, 2018, p. 10-11)
A utonomous
C onnected
E lectrified
S hared/Services
with a clear customer focus
(BMW Group, 2019)
Sustainability strategy
Corporate strategy
Internal and external collaboration
BMW & JLR PARTNERSHIP
DRIVE SUSTAINABILITY PARTNERSHIP
BMW & DAIMLER JOINT VENTURE
€1bln investment
Developing and intermeshing offerings
Car sharing, ride hailing, parking, charging and multimodal transport
Development of electric drive units
Next generation electrification technology
ACES future
BMW & BOSTON CONSULTING GROUP
Partnership between leading car brands
Sustainability throughout their supply chain
Current challenge includes establishing a sustainable cobalt supply chain
6 month program
Partnered to train low skilled unemployed youth
Helping them develop social skills and seek employment opportunities
Benefits, metrics and current status
Public Commitments
Member of
UN Global Compact
Adopted UN
Sustainable
Development Goals
Factored in the
Paris Climate
Agreement target of
2°C Acknowledgements
(BMW Group, 2018, p. 7-19)
Strengths of current sustainable approach
PEOPLE
PLANET
PROSPERITY
Investment in further education and training
373
€ milion
2017 2018
CO₂ emission reduction of BMW Automobiles (EU-28) compared to the base year 1995
42%
2017 2018
Profit before tax
9 815
€ milion
2017 2018
Sustainability in senior management
Recommendations for improvement
Making driver assistance packages more affordable and included it on all car models to achieve zero-error driving
Improve the scrappage schemes to enhance recycling
Actively promote resource-efficient production and green automobile products through marketing campaigns aimed at changing consumer behaviour
Optimization of intermodal transport progr.
Ana, Yajie, Zhuoling, Florien, Léo, Dirk Master in Managemen.docx
1. Ana, Yajie, Zhuoling, Florien, Léo, Dirk
Master in Management (MiM) Stream 2 Nr. 4
23rd January 2020
Welcome to next century sustainability
(BMW, 2020a)
www.cranfield.ac.uk/som
Presentation Agenda
Strategy and Sustainability
Internal and external collaboration
Benefits, metrics and current status
Strengths of current sustainable approach
Recommendations for improvement
Sustainability in senior management
References
Strategy and Sustainability
Consistent integration of sustainability into business model
Global challenges opportunity to innovate
2. Sustainability to secure long-term-success
Innovations to enhance benefits for customers and to have a
positive impact on society and the environment
Taking social responsibility for all actions
Efficiency, resource-friendly and individual sustainable
mobility
Implementation of sustainable along the entire value chain into
all processes
Ten goals in three key areas (Production and value creation,
products and services and employees safety) (UNconformity)
Sustainability as key component in corporate strategy
(BMW Group, 2018, p. 10-11)
A utonomous
C onnected
E lectrified
S hared/Services
with a clear customer focus
(BMW Group, 2019)
Sustainability strategy
Corporate strategy
Internal and external collaboration
BMW & JLR PARTNERSHIP
DRIVE SUSTAINABILITY PARTNERSHIP
BMW & DAIMLER JOINT VENTURE
€1bln investment
3. Developing and intermeshing offerings
Car sharing, ride hailing, parking, charging and multimodal
transport
Development of electric drive units
Next generation electrification technology
ACES future
BMW & BOSTON CONSULTING GROUP
Partnership between leading car brands
Sustainability throughout their supply chain
Current challenge includes establishing a sustainable cobalt
supply chain
6 month program
Partnered to train low skilled unemployed youth
Helping them develop social skills and seek employment
opportunities
Benefits, metrics and current status
Public Commitments
Member of
4. UN Global Compact
Adopted UN
Sustainable
Development Goals
Factored in the
Paris Climate
Agreement target of
2°C Acknowledgements
(BMW Group, 2018, p. 7-19)
Strengths of current sustainable approach
PEOPLE
PLANET
PROSPERITY
5. Investment in further education and training
373
€ milion
2017 2018
CO₂ emission reduction of BMW Automobiles (EU-28)
compared to the base year 1995
42%
2017 2018
Profit before tax
9 815
€ milion
2017 2018
Sustainability in senior management
6. Recommendations for improvement
Making driver assistance packages more affordable and
included it on all car models to achieve zero-error driving
Improve the scrappage schemes to enhance recycling
Actively promote resource-efficient production and green
automobile products through marketing campaigns aimed at
changing consumer behaviour
Optimization of intermodal transport programmes to increase
the proportion of low-emission transport such as rail and
maritime transport
Ana, Yajie, Zhuoling, Florien, Léo, Dirk
Master in Management (MiM) Stream 2 Nr. 4
7. Q&A
(BMW, 2020b)
www.cranfield.ac.uk/som
References
BMW Group (2018) SUSTAINABLE VALUE REPORT 2018.
Available at
https://www.bmwgroup.com/content/dam/grpw/websites/bmwgr
oup_com/responsibility/downloads/en/2019/2019-BMW-Group-
SVR-2018-Englisch.pdf (Accessed: 16 January 2020).
BMW Group (2018) SUSTAINABILITY AT THE BMW GROUP
2018. Available at
https://www.bmwgroup.com/en/responsibility/sustainability-at-
the-bmw-group.html (Accessed: 16 January 2020).
BMW Group (2019) BMW GROUP INVESTOR
PRESENTATION. Available at
https://www.bmwgroup.com/content/dam/grpw/websites/bmwgr
oup_com/ir/downloads/en/2019/Investor_Presentation/BMW_In
vestor_Presentation_2019.pdf (Accessed: 16 January 2020).
BMW (2020a) BMW i3 Urban Suite. Available at:
https://www.press.bmwgroup.com/global/photo/detail/P9037981
2/bmw-i3-urban-suite-01/2020 (Accessed: 16 January 2020).
BMW (2020b) The electrified X model range of BMW.
Available at:
https://www.press.bmwgroup.com/global/photo/detail/P9037972
6/the-electrified-x-model-range-of-bmw-01/2020 (Accessed: 16
January 2020).
8. LEADING CORPORATE SUSTAINABILITY: MODULE
ASSESSMENT
INDIVIDUAL SUSTAINABILITY-ORIENTED INNOVATION
PROPOSAL
Content
The assessment of this module is a written proposal for an
innovation which supports your adopted company’s
sustainability strategy. This could be a product or service
innovation, or an innovation in a process or business model, or
a new way of organizing the business. The innovation should be
new to the company, but does not have to be new to the world
(i.e. it could be copying something in another company or
industry). The innovation should deliver social and/or
environmental benefits as well as supporting the core strategy
of the business.
Your job is to propose this innovation to your company’s
Sustainability Advisory Panel in the form of a written briefing
paper. You are asking the panel to agree to some resource being
allocated to research and develop the idea further. The
innovation idea must be individual to you, however, you should
refer to what you have learnt about the company and its
sustainability strategy through your group work. You may also
use feedback from the group presentation if helpful.
9. Format
A template briefing paper is attached. The briefing paper should
contain no more than 2,500 words (including references), with
an additional maximum of 2 pages for any appendices, single-
spaced, all margins 2.5 cm (1 in). Use 12 point font size. The
suggested word count for each section is for guidance only. A
reference list must be included which sets out the source of any
secondary data you have used.
Assessment criteria
The plan will be assessed on the following criteria:
Coherent, credible proposal (30%): Using mature judgement as
to what actions will deliver the best social, environmental and
economic returns
Application of course learning (30%): Appropriate application
and plausible interpretation of material and tools and covered in
the module
Use of data (20%): Informing the proposal with secondary data
or the student’s own observation where possible
Quality of presentation (20%): Producing a professional
proposal and integrating sections so that it presents a coherent
and persuasive argument.
TEMPLATE FOR INDIVIDUAL SUSTAINBLE INNOVATION
PROPOSAL (LCS)
CRANFIELD UNIVERSITY
CRANFIELD SCHOOL OF MANAGEMENT
10. [STUDENT NUMBER]
LCS Individual Sustainable Innovation Proposal: [Company
name]
CRANFIELD SCHOOL OF MANAGEMENT
[Course eg. Masters in Management]
Academic year: 2018-19
[Date]
[Wordcount: Must be 2,500 words or less inc References]
Strategy and Purpose (500 words – guidelines only)
Introduction
Very briefly introduce the company’s sustainability strategy,
how it addresses the most material sustainability challenges /
issues facing your company and how it supports the company’s
core business and purpose.
Positioning the innovation
Summarise briefly the business’s current sustainability strategy
and performance, highlighting areas in which it is strong or
needs further development. This paragraph should set up why
the proposed innovation is needed and where it fits within the
overall sustainability strategy.
The Innovation (700 words approx)
Introduction
Explain briefly what the innovation is and how it will be
implemented. It might be useful here to bring in a graphic or
11. diagram to bring the idea to life (e.g. if it is a new product, an
image of the product, or a mock up of a web page; if it is a
change in production process, a flow diagram of the new
process; if it is a change in packaging, a ‘before’ and ‘after’
diagram of the proposed packaging). Refer to examples of
where this has worked elsewhere (other companies, other
industries), if relevant.
Objectives and benefits
Explain what outcomes the innovation will achieve and the
social and/or environmental benefits as well as the economic
benefits the innovation will drive. . These do not have to be
QUANTIFIED – but refer to the types of benefits (e.g. footfall,
increased sales, customer perception, company reputation,
employee engagement). What sort of goal would you set for the
innovation to inspire support for it? Build your argument for
why the panel should invest time and resource to implement
your proposal.
Implementation Plan (700 words approx)
Stakeholder involvement
List the key stakeholders who will need to be involved in
implementing this innovation, what their role would be, and
how the innovation might benefit them. Start with internal
stakeholders: Who in the organisation needs to be involved in
developing this idea? Who needs to implement the plan? And
who needs to monitor it? Explain how you intend to get these
various departments involved, as well as employees generally).
Then think about external stakeholders including consumers,
suppliers, NGOs etc. [Note: You could use a table to display
this information, but this is not compulsory]
Mention any work your sustainability team might have already
done in terms of discussing the idea with stakeholders and what
12. you have learnt from this (e.g. you have talked to the marketing
team, you have conducted a customer survey, you have had a
meeting with a charity) [Note: You don’t really have to have
done this. Just imagine what you might have tried to find out so
far]
Collaboration
Are there any organizations you would plan to partner with or
work closely with to deliver this innovation? If so, discuss why
you have selected this partner (if you already have a company
or non-profit organization, or coalition in mind) or how you
would plan to go about selecting this partner (if you know what
type of partner you need but haven’t selected them yet – this is
also fine). Explain why you would work with them and the
benefits for both organizations of working together.
Success measurement and communication
Offer some ideas on how you would measure and report on the
successful implementation of the innovation and communicate
this to key stakeholders.
Next steps
Suggest some important next steps (if you Panel agree to move
forward with your idea). Include what information (including
financial information) you would need to get to take the idea to
a next stage and how might get it. This could involve a trial or
pilot or test.
[Note: We are not expecting a full plan here, just your thoughts
about what you don’t know which in a real business you would
want to find out next]
Leadership and Conclusion (600 words approx)
13. Project team
Propose an internal team that you would like to be set up to take
the idea forward from this point (this should link back to what
you have said about internal stakeholders).
Leadership support
Comment on what support is needed from the senior leaders in
your company to make this innovation successful.
Start with what the current situation is. What leadership style is
there? (Refer back to the leadership styles we discussed i.e.
responsible leadership, ethical leadership etc). Is sustainability
an integral part of the strategy, culture and ethos of the
company? Do leaders engage employees in the sustainability
strategy and create buy-in for sustainability initiatives?
Then comment on whether any of this would need to change or
improve to make this innovation successful. Would it involve a
change of leadership style? Are there particular things that
leaders would have to do better or differently?
Conclusion
Provide a brief statement about how this innovation will support
the organisation’s overall sustainability mission and objectives.
Conclude your argument for why the Advisory Panel should
recommend allocating resources for the project to be researched
and developed further.