Nespresso Sustainability MBA Challenge co-organizers, Nespresso, INCAE and CIMS congratulate the winning team from Melbourne School of Business for their success in this year’s Nespresso Sustainability MBA Challenge. The Nudging Towards More Sustainable Value proposition went above and beyond, wowing the judges with its comprehensive, unique and innovative ideas. Judges were also incredibly impressed by the outstanding work submitted by runner up teams, Rollins College, Crummer Graduate School of Business, USA and Yale University, School of Forestry and Environmental Studies, USA. Finally, many thanks to the 88 teams from 25 different countries who participated for their great contribution to this year’s Challenge. Keep on exploring the world of sustainability!
Melbourne School of Business
Greetings to the winning team for the excellent job, professionalism and innovation shown during the final presentation.
Winning team. David Creak, Yuan Yuan Zhao, Sven Feldmann (coach), Maree Swiden and Toni Kovacevic.
The Winning Proposal
Nudging Towards More Sustainable Value
Nudging Towards More Sustainable Value proposal goes deep into the Nespresso value chain and how the brand is perceived. The strategy uses behavioral economics to create ‘nudges’, which apply small changes to Nespresso’s touchpoints with consumers and employees to increase participation in sustainability initiatives, creating genuine ‘buy-in’. This strategy is executed tactically across the business to consumer (B2C), business to business (B2B) and potential and existing employees to cement the new value proposition. This creates a virtuous cycle where engaged employees are leveraged to engage customers – creating ‘buy-in’ and increasing brand value – which then drives talent growth and customer acquisition and retention.
Photo: Lawrence Pratt INCAE Business School; Melbourne Business School winning team: Maree Swinden, David Creak, Yuanyuan Zhao, Toni Kovacevic, behind professor Sven Feldmann; in front Jean-Marc Duvoisin CEO Nestlé Nespresso and right Emilie Dardaine from CIMS.
Photo: Finalist teams with their coaches, Judges and Nespresso Excutives.
From left to right; Emilie Dardaine, Jérome Perez, Laz Martinez, Dominique Turpin, Sharada Vadlamani, Stuart Decew, Ariel Russ, Michelle Mendlewicz, Thuy Phung, David Creak, Jean Marc Duvoisin, Maree Swinden, Toni Kovacevic, Polly Courtice, Yuanyuan Zhao, Sven Feldmann, Austin Montgomery, Lavanya Setia, Keith Whittingham, Henri-Claude de Bettignies, Matt Dickey, Michelle de Obeso Hernández, Alfonso González, Lawrence Pratt, Andrew Seidl, Daniel Weston, Frank Wijen.
The Finalist Proposals
Green Teams: Activating Employees’ Talent to Engage Club Members on Sustainability by Yale School of Forestry and Environmental Studies
The proposal is a two-tiered approach for Nespresso to engage customers in an immersive coffee experience that embodies a comprehensive sustainability journey from farm to post-consumer waste. This includes recruiting, cultivating, and retaining employees who are committed to Nespresso’s sustainability values, and harnessing that power to effectively and authentically translate sustainability initiatives to current and potential Club Members.
To attract and retain the best talents, they propose a strategy built upon Nespresso’s employee engagement framework of “awareness, engagement and commitment,” and recommend a more comprehensive awareness raising campaign to generate interest in sustainability, development of Green Teams consisting of interested employees, allocation of Nespresso Sustainability Innovation Fund (NSIF) to support Green Teams’ ideas.
For customers, they recommend creating communication scenarios that connect to their core values, interests, and preferences. Such as social media campaigns, featuring Nespresso’s partnerships with nonprofits and civil society organizations, social media influencers as new Brand Ambassadors, social media contests and gifts between other ideas.
NespressoConnect by Rollins College – Crummer Graduate School of Business
The proposal NespressoConnect provides the platform to connect with farmers, agronomists, and other stakeholders in the journey to their cup of coffee. Club Members are also recognized for their contributions as a stakeholder in the journey towards sustainability. Humans resources embed the sustainability commitments into every aspect of the employee and customer journey. There is a consistent messaging throughout the brand as well as consistent initiatives from department to department regardless of their location or function. As human resources, successfully blend organizational commitments with talented team members, Nespresso sees a significant return on investment and become the company of choice for future generations.