This case describes carbon cap-and-trade regulation and the principle carbon emissions drivers within HeidelbergCement and the cement industry. This leads to the focal decisions in the case regarding technology choice, product specification and plant locations. Further complexities arise due to international competition and uncertainties associated with the evolving carbon market.

In essence, this the story of how two INSEAD MBA students had a great idea for an integrated service to take over companies’ product return streams and how they turned this idea into a successful business.

In essence, this the story of how two INSEAD MBA students had a great idea for an integrated service to take over companies’ product return streams and how they turned this idea into a successful business.