Nespresso Sustainability MBA Challenge

NESPRESSO SUSTAINABILITY MBA CHALLENGE


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MBA Challenge 2017 – Results

“Competitions, such as the Nespresso Sustainability MBA Challenge, provide our students with opportunities to apply skills and knowledge, developed during their MBA studies, to solving problems that affect businesses and communities”

Professor Sven Feldmann – Melbourne Business School

Topic

We want to be the kind of company you admire, the company of choice for discerning coffee drinkers and talented people who share our goal of being the highest quality and most sustainable coffee brand. How should we leverage our sustainability commitments to be your company of choice?

This year, we had an exciting Sustainability MBA Challenge with 88 Universities from 25 countries submitted proposals to the Challenge. The countries where the schools came from were: Australia, Austria, Bolivia, Brazil, Canada, China, Colombia, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Malaysia, Mexico, Netherlands, Peru, Singapore, Spain, Sweden, Switzerland, Thailand, United Kingdom and the United States.

See full Challenge 2017 case study here!

See Backgrounder 2017

See full list of schools that participated in the Sustainability MBA Challenge 2017


Winners

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.

Melbourne School

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.

The Event

Evento

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.

Evento

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.


List of judges

The final judging panel was selected specifically to ensure a mix of in-house expertise and Nespresso management, international development expertise and a broad and global-level range of socio-economic and environmental expertise in business and sustainability.

International experts:

  • list of judges

    Andy Seidl, Ph.D, Professor, Department of Agricultural and Resource Economics at Colorado State University.

  • list of judges

    Dominique Turpin, Ph.D. Dominique Turpin served as IMD President from July 2010 until January 2017.

  • list of judges

    Frank Wijen, Ph.D. Associate Professor of Strategic Management at the Rotterdam School of Management, Erasmus University.

  • Henri-Claude de Bettignies, Ph.D. Henri-Claude de BETTIGNIES is Emeritus Professor of Asian Business and the Aviva Chair in Leadership and Responsibility, Emeritus, at INSEAD.

  • Polly Courtice, MA, Director of the University of Cambridge Institute for Sustainability Leadership (CISL).

  • Thomas Dyllick, PhD, Professor of Sustainability Management at University of St.Gallen.

  • Lawrence Pratt, MPPM, Senior Lecturer at INCAE Business School, Costa Rica. (Judge non-voting and Facilitator)

Judges from Nestlé Nespresso:

  • Jean-Marc Duvoisin, CEO, Nestlé Nespresso S.A.
  • Alfonso Gonzalez Loeschen, Chief Customer Officer, Nestlé Nespresso SA.
  • Daniel Weston, General Counsel and Creating Shared Value (CSV) Director at Nestlé Nespresso S.A.
  • Laz Martinez, Global Head of Human Resources, Nestlé Nespresso S.A.

Finalists

The three finalist teams traveled to Nespresso Headquarters in Lausanne, Switzerland on June 19th, 2017. There, they presented their proposal to a panel made of Nestlé-Nespresso top executives, high-level academics and sustainability experts.

Melbourne Business School, Australia

Rollins College, Crummer Graduate School of Business, USA

Yale University, School of Forestry and Environmental Studies, USA

Schools listed by countries’ alphabetical order.


Semi-finalists

The 15 semi-finalist schools were:

  • Colorado State University, United States
  • Copenhagen Business School, CBS, Denmark
  • Concordia University, John Molson School of Business, Canada
  • Indian Institute of Technology Delhi, Dept. of Management Studies, India
  • Kühne Logistics University, Germany
  • Mannheim Business School, Germany
  • Melbourne Business School, Australia
  • Nanyang Technological University, Nanyang Business School, Singapore
  • National University of Singapore, NUS Business School, Singapore
  • Rollins College, Crummer Graduate School of Business, United States
  • Saïd Business School, University of Oxford, United Kingdom
  • Universidad de los Andes, Colombia
  • University of St. Gallen, Switzerland
  • University of Victoria, Canada
  • Yale University, School of Forestry and Environmental Studies, United States

Schools listed by countries’ alphabetical order.