This case explores the events leading to the creating of a multi-stakeholder platform, the Roundtable on Sustainable Palm Oil (RSPO). The promotion of palm oil as an alternative to fossil fuels has increased demand, hence the “palm oil dilemma”: to produce oil more sustainably or save the forests?

Velib' is a station bicycle system in which rented bicycles can be picked up in one station and returned to a different one, and is an initiative of the mayor of Paris in partnership with JCDecaux, the giant advertising company. The system has been an instant success, with 50 million users in its first two years of operations.

In 2007, Shai Agassi raised $200 million to launch Better Place. By deploying a network of charge spots, switch stations and systems that optimised the use of electric vehicles (EV), the company had the potential to become a major player in the transport industry.

This case describes the trajectory of a group of Norwegian entrepreneurs to develop and commercialize a battery electric vehicle (BEV) called THINK. The business opportunity was for a vehicle intended for eco-oriented niche markets in urban or suburban personal transportation.

The Tetra Pak aseptic packaging is made of paper, polyethylene and aluminium, which makes recycling difficult. Nonetheless, recycling rates raised from 12% in 2000 to 25% in 2005. Such performance was obtained without any regulations. The product stewardship policy of Tetra Pak made possible the formation of unique entrepreneurial networks.

The case uses data to expose that modern societies will remain highly dependent on oil for years to come. The Stuart oil shale project in Australia was based in such rationale but its (high) environmental impact caused strong opposition from Greenpeace and local stakeholders, culminating in its closure in 2004.

This case describes the development of an ecological brand in a large Swedish supermarket chain. The experience of änglamark has been unique and successful, but fierce price rivalry, change in consumer preferences and strategic alliances among Scandinavian cooperatives are jeopardizing the future of the brand.