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    • All HBS Web  (1,811)
      • Faculty Publications  (285)

      Sustaining InnovationRemove Sustaining Innovation →

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      • October 2023 (Revised November 2023)
      • Case

      Rheaply: Circularity For Every Business

      By: Rembrand Koning and Alicia Dadlani
      In March 2023, Garry Cooper, cofounder and CEO of Chicago-based Rheaply, needed to demonstrate that Rheaply’s expanded vision could translate into building cash flows and metrics needed to raise a Series B and turn the business into a model for financial and... View Details
      Keywords: Business Startups; Social Entrepreneurship; Technological Innovation; Environmental Sustainability; Entrepreneurial Finance; Technology Industry; Green Technology Industry; United States; Illinois; Chicago
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      Koning, Rembrand, and Alicia Dadlani. "Rheaply: Circularity For Every Business." Harvard Business School Case 724-351, October 2023. (Revised November 2023.)
      • October 2023
      • Case

      Driving Sustainability at AB InBev

      By: Ethan Rouen and Antonio Manuel Oftelie
      It was the height of the summer in 2022, and Michel Doukeris, the CEO of Anheuser-Busch InBev (AB InBev), and Peter Kraemer, the company’s Chief Supply Officer, gazed across the vast desert surrounding Zacatecas, Mexico. They were visiting their Grupo Modelo Brewery,... View Details
      Keywords: Innovation; Transformation; Decisions; Environmental Sustainability; Leading Change; Growth Management; Business Model; Food and Beverage Industry; Mexico
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      Rouen, Ethan, and Antonio Manuel Oftelie. "Driving Sustainability at AB InBev." Harvard Business School Case 124-037, October 2023.
      • October 2023 (Revised November 2023)
      • Case

      Recycle & Re-Match: The Future of Soccer Turfs

      By: George Serafeim, Lena Duchene and Carlota Moniz
      By August 2023, Re-Match, an artificial turf waste-to-value company, had operations in Denmark and the Netherlands and had recycled over 160,000 tons of waste and plastic fiber. With recent capital injection from the VC firm Verdane and a dual revenue business model,... View Details
      Keywords: Carbon Emissions; Carbon Abatement; Sustainability; Recycling; Waste Management; Technology; Entrepreneurial Management; Business Growth and Maturation; Business Model; Decisions; Energy Conservation; Investment Return; Profit; Technological Innovation; Patents; Growth and Development Strategy; Market Entry and Exit; Digital Platforms; Wastes and Waste Processing; Business Strategy; Competition; Expansion; Technology Adoption; Sports; Environmental Sustainability; Entrepreneurship; Green Technology Industry; Service Industry; Manufacturing Industry; Rubber Industry; Sports Industry; Denmark; Netherlands; France; United States; Pennsylvania; Europe
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      Serafeim, George, Lena Duchene, and Carlota Moniz. "Recycle & Re-Match: The Future of Soccer Turfs." Harvard Business School Case 124-032, October 2023. (Revised November 2023.)
      • September 2023 (Revised September 2023)
      • Teaching Note

      Roche: Innovation and Access to Healthcare

      By: George Serafeim
      Teaching Note for HBS Case No. 123-075. In May 2022, Roche Group, one of the largest healthcare companies in the world, hosted its first investor event focused exclusively on its efforts to impact access to healthcare. While Roche had recently set an ambitious goal to... View Details
      Keywords: ESG; Access To Care; Healthcare; Healthcare Access; Innovation; Social Impact; Affordable; Health Care and Treatment; Innovation and Invention; Product Development; Resource Allocation; Corporate Social Responsibility and Impact; Health Industry
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      Serafeim, George. "Roche: Innovation and Access to Healthcare." Harvard Business School Teaching Note 124-028, September 2023. (Revised September 2023.)
      • September 2023
      • Background Note

      Amager Bakke: Municipal Waste to Energy

      By: Willy Shih, Michael W. Toffel and Kelsey Carter
      This background note describes the Amager Bakke waste-to-energy (WtE) plant in Copenhagen, which merges traditional waste incineration with a combined heat and power (CHP) plant and air pollution control (scrubbing) technology, and had plans to add carbon dioxide (CO2)... View Details
      Keywords: Decarbonization; Innovation; Innovation Focused Strategy; Environmental Operations; Circular; Waste Heat Recovery; Waste Management; Carbon Regulation; Buildings and Facilities; Energy Generation; Environmental Sustainability; Pollution; Climate Change; Wastes and Waste Processing; Innovation Leadership; Innovation Strategy; Energy Industry; Denmark; Netherlands; Europe; European Union
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      Shih, Willy, Michael W. Toffel, and Kelsey Carter. "Amager Bakke: Municipal Waste to Energy." Harvard Business School Background Note 624-040, September 2023.
      • September 2023
      • Case

      FoodCloud: Tackling Food Insecurity and Climate Change in One Bite

      By: Brian Trelstad and Emer Moloney
      In 2013, Aoibheann O’Brien and Iseult Ward founded FoodCloud, a non-profit social enterprise that aimed to address food waste and food insecurity issues. Through its technology platform, Foodiverse, FoodCloud connected surplus food from retailers with community groups... View Details
      Keywords: Nonprofit Organizations; Expansion; Technological Innovation; Environmental Sustainability; Social Issues; Growth and Development Strategy; Green Technology Industry; Agriculture and Agribusiness Industry; Food and Beverage Industry; Republic of Ireland; Europe
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      Trelstad, Brian, and Emer Moloney. "FoodCloud: Tackling Food Insecurity and Climate Change in One Bite." Harvard Business School Case 324-031, September 2023.
      • September 2023
      • Teaching Note

      Apple’s iPhone Revolution: Pioneering the Circular Economy

      By: George Serafeim
      Teaching Note for HBS Case 123-089. The case describes the Trade-In system for iPhones that allow iPhones to be refurbished and reused or to be recycled. The case provides information for the students to analyze the financial attractiveness of the Trade-In system and... View Details
      Keywords: Iphone; Smartphone; Technology; Business Model Innovation; Carbon Emissions; Recycling; Business Model; Product Design; Climate Change; Environmental Sustainability; Green Technology; Technology Industry
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      Serafeim, George. "Apple’s iPhone Revolution: Pioneering the Circular Economy." Harvard Business School Teaching Note 124-026, September 2023.
      • September 2023 (Revised May 2025)
      • Teaching Note

      On (A) and (B)

      By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman
      Teaching Note for "On," HBS Case No. 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the Speedboard, and... View Details
      Keywords: Brands and Branding; Business Growth and Maturation; Business Model; Business Startups; Business Strategy; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customer Focus and Relationships; Customer Satisfaction; Digital Marketing; Disruptive Innovation; Distribution Channels; Entrepreneurship; Environmental Sustainability; Global Strategy; Initial Public Offering; Innovation and Invention; Innovation Strategy; Market Entry and Exit; Marketing Strategy; Product Design; Product Development; Product Marketing; Social Media; Strategy; Supply Chain Management; Technological Innovation; Apparel and Accessories Industry; Consumer Products Industry; Manufacturing Industry; Retail Industry; Sports Industry; Europe; Germany; Switzerland; United States
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      Casadesus-Masanell, Ramon, Karolin Frankenberger, Sascha Mader, Jordan Mitchell, and Karen Elterman. "On (A) and (B)." Harvard Business School Teaching Note 724-375, September 2023. (Revised May 2025.)
      • September 2023 (Revised September 2023)
      • Supplement

      On Slides

      By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman
      Slides to support the teaching of the On case, 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the... View Details
      Keywords: Brands and Branding; Business Growth and Maturation; Business Model; Business Startups; Business Strategy; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customer Focus and Relationships; Customer Satisfaction; Digital Marketing; Disruptive Innovation; Distribution Channels; Entrepreneurship; Environmental Sustainability; Global Strategy; Initial Public Offering; Innovation and Invention; Innovation Strategy; Market Entry and Exit; Marketing Strategy; Product Design; Product Development; Product Marketing; Social Media; Strategy; Supply Chain Management; Technological Innovation; Apparel and Accessories Industry; Consumer Products Industry; Manufacturing Industry; Retail Industry; Sports Industry; Europe; Germany; Switzerland; United States
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      Casadesus-Masanell, Ramon, Karolin Frankenberger, Sascha Mader, Jordan Mitchell, and Karen Elterman. "On Slides." Harvard Business School PowerPoint Supplement 724-376, September 2023. (Revised September 2023.)
      • 2025
      • Working Paper

      Residential Battery Storage - Reshaping the Way We Do Electricity

      By: Christian Kaps and Serguei Netessine
      In this paper, we aim to understand when private households invest in behind-the-meter battery storage next to rooftop solar and how those batteries impact households, the electricity market, and emissions. We answer three main research questions: 1) When do customers... View Details
      Keywords: Solar Power; Energy Storage; Technology And Innovation Management; Energy; Energy Policy; Renewable Energy; Technological Innovation; Innovation and Management; Energy Industry
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      Kaps, Christian, and Serguei Netessine. "Residential Battery Storage - Reshaping the Way We Do Electricity." Working Paper, February 2025.
      • July 2023 (Revised May 2024)
      • Case

      Vytal: Packaging-as-a-Service

      By: George Serafeim, Michael W. Toffel, Lena Duchene and Daniela Beyersdorfer
      The Germany-based startup Vytal operated the largest digital-native reusable packaging-as-a-service network globally, having raised nearly €15 million, established a large network of restaurant partners, and prevented the use of millions of single-use take-out food... View Details
      Keywords: Climate Risk; Digital; Platform Strategies; Data; Packaging; Sustainability; Start-up; Startup; Entrepreneur; Impact; Circular; Growth Strategy; Innovation; Environmental Sustainability; Innovation and Invention; Business Growth and Maturation; Growth and Development Strategy; Business Startups; Resource Allocation; Risk Management; Adoption; Strategy; Performance Productivity; Service Delivery; Service Operations; Supply Chain; Distribution; Entrepreneurship; Climate Change; Green Technology Industry; Service Industry; Retail Industry; Germany; Europe
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      Serafeim, George, Michael W. Toffel, Lena Duchene, and Daniela Beyersdorfer. "Vytal: Packaging-as-a-Service." Harvard Business School Case 124-007, July 2023. (Revised May 2024.)
      • July 2023
      • Technical Note

      Agricultural Innovation and Sustainability in the Netherlands

      By: Willy C. Shih, Michael W. Toffel, Kelsey Carter, Jennifer Godfrey, Rafaella Mazza and Katrina Yeh
      This note describes some of the most significant agricultural innovations in the Netherlands, their drivers, environmental performance implications, some challenges facing the sector, and the potential replicability of these innovations to other contexts. View Details
      Keywords: Agricultural; Decarbonization; Farming; Agribusiness; Science; Research and Development; Climate Change; Environmental Sustainability; Innovation and Invention; Agriculture and Agribusiness Industry; Netherlands
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      Shih, Willy C., Michael W. Toffel, Kelsey Carter, Jennifer Godfrey, Rafaella Mazza, and Katrina Yeh. "Agricultural Innovation and Sustainability in the Netherlands." Harvard Business School Technical Note 624-021, July 2023.
      • July 2023
      • Supplement

      Reimagining Enel: Enabling Sustainable Progress (A)

      By: Michael Tushman and Kerry Herman
      This case describes the transformation of Enel from a traditional “brown” or fossil fuel energy firm to a sustainable and green firm focused on renewables, and finally to an energy supplier and integrated energy services firm. It describes a set of capabilities... View Details
      Keywords: Organizational Change and Adaptation; Innovation and Invention; Transformation; Green Technology; Renewable Energy; Energy Industry
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      Tushman, Michael, and Kerry Herman. "Reimagining Enel: Enabling Sustainable Progress (A)." Harvard Business School Multimedia/Video Supplement 423-724, July 2023.
      • June 2023 (Revised June 2023)
      • Supplement

      Roche: Innovation and Access to Healthcare

      By: George Serafeim
      In May 2022, Roche Group, one of the largest healthcare companies in the world, hosted its first investor event focused exclusively on its efforts to impact access to healthcare. While Roche had recently set an ambitious goal to double the number of patients that had... View Details
      Keywords: ESG (Environmental, Social, Governance) Performance; Sustainable Finance; Growth Strategy And Execution; Sustainability Targets; Impact Evaluation; Healthcare Access; Healthcare Innovation; Healthcare Systems; Healthcare Operations; Finance; Strategy; Health Testing and Trials; Health Care and Treatment; Growth Management; Measurement and Metrics; Innovation Strategy; Corporate Social Responsibility and Impact; Health Industry; Pharmaceutical Industry; Switzerland; North America; Europe; Asia; Latin America; Africa
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      Serafeim, George. "Roche: Innovation and Access to Healthcare." Harvard Business School Multimedia/Video Supplement 123-713, June 2023. (Revised June 2023.)
      • June 2023
      • Case

      Investing in the Climate Transition at Neuberger Berman

      By: George Serafeim and Benjamin Maletta
      By mid-2023, Neuberger Berman (NB), an active asset manager, had grown its assets under management to about half a trillion dollars and took pride in its client centricity and innovative spirit. Responding to client demand for investment products that integrated... View Details
      Keywords: Carbon Emissions; Sustainability; Decarbonization; Performance; Risk Assessment; Opportunities; Environmental Sustainability; Carbon Footprint; Business Analysis; Investing; Regulation; Asset Management; Investment Strategy; Climate Change; Transition; Analysis; Product Positioning; Strategy; Investment Portfolio; Financial Services Industry; Energy Industry
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      Serafeim, George, and Benjamin Maletta. "Investing in the Climate Transition at Neuberger Berman." Harvard Business School Case 123-092, June 2023.
      • June 12, 2023
      • Article

      How AI Will Accelerate the Circular Economy

      By: Shirley Lu and George Serafeim
      Despite living on a planet with finite resources, our economy remains largely linear and full of single-use products. The shift toward a circular economy, where companies recover or recycle resources, has hit roadblocks, including low value of used products and high... View Details
      Keywords: Recycling; Materials Management; Innovation and Management; Technological Innovation; Climate Change; Environmental Sustainability; AI and Machine Learning; Operations; Industrial Products Industry; Consumer Products Industry; Technology Industry
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      Lu, Shirley, and George Serafeim. "How AI Will Accelerate the Circular Economy." Harvard Business Review Digital Articles (June 12, 2023).
      • 3 Jun 2023
      • Talk

      Health Care Innovation Opportunities Created by COVID-19 and How to Make Them Happen

      By: Regina E. Herzlinger
      The crush of patients created by COVID enabled the creation of sites for care outside the traditional hospital, such as retail pharmacies, ambulatory surgery centers, urgent care centers, telemedicine, and wireless sensors. Public policy mirrored these changes by... View Details
      Keywords: Policy; Health Pandemics; Health Care and Treatment; Innovation and Invention; Health Industry; Insurance Industry
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      Herzlinger, Regina E. "Health Care Innovation Opportunities Created by COVID-19 and How to Make Them Happen." Harvard Business School Alumni Reunion, Boston, MA, June 3, 2023. (Link to cases described in this talk.)
      • June 2023 (Revised February 2024)
      • Case

      Betting on Green Steel

      By: George Serafeim and Sofoklis Melissovas
      'Betting on Green Steel' traces the innovative journey embarked upon by a group of MBA students who have set out to conceive a novel steelmaker that pioneers the production of green steel. The ensemble is confronted with a series of critical choices that will shape the... View Details
      Keywords: Decarbonization; Sustainability Management; Technology; Industrialization; Climate Risk; Energy; Entrepreneurship; Environmental Sustainability; Technology Adoption; Climate Change; Innovation and Invention; Business Strategy; Family Business; Steel Industry; Middle East; India
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      Serafeim, George, and Sofoklis Melissovas. "Betting on Green Steel." Harvard Business School Case 123-101, June 2023. (Revised February 2024.)
      • April 2023 (Revised September 2023)
      • Case

      Apple's iPhone Revolution: Pioneering the Circular Economy

      By: George Serafeim
      When asked to identify an example of a circular economy business model that has generated billions in revenues for a company, ChatGPT, the famous chatbot that in 2022 rocked the world with its ability to perform a variety of tasks, immediately identified and... View Details
      Keywords: Iphone; Smartphone; Waste Management; Recycling; Innovation; Product Upgrade; Product Life Cycle; Sustainability; Climate Impact; Digital; Business Model Innovation; Climate Change; Information Technology; Business Model; Electronics Industry; Information Technology Industry
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      Serafeim, George. "Apple's iPhone Revolution: Pioneering the Circular Economy." Harvard Business School Case 123-089, April 2023. (Revised September 2023.)
      • March 2023 (Revised June 2023)
      • Case

      Pratham 2.0: Sustaining Innovation

      By: Brian Trelstad, Samantha Webster and Malini Sen
      Pratham is a Mumbai-based nonprofit, which focuses on high-quality, low-cost, and replicable interventions to address gaps in India’s education system. From inception, it has pioneered innovation, from early childhood learning centers to adaptive literacy programs, to... View Details
      Keywords: Nonprofit; Talent Management; Innovation; Early Childhood Education; Social Entrepreneurship; Literacy; Leadership Development; Value Creation; Education Industry; Asia; Africa; India
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      Trelstad, Brian, Samantha Webster, and Malini Sen. "Pratham 2.0: Sustaining Innovation." Harvard Business School Case 323-003, March 2023. (Revised June 2023.)
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