EMMA Safety Footwear (A): Designing a Circular Shoe

Tom Hermans, CEO of EMMA Safety Footwear, is excited about the idea of developing the world’s first circular safety shoe – one that adheres to the cradle-to-cradle design principles. This could be a transformational strategy, differentiating EMMA from the crowded safety shoe market in Europe and extending a long tradition of social responsibility since its establishment in 1931. Careful consideration and research are required because this would impact almost every aspect of EMMA’s operation – the business model, internal operations, the global supply chain, and the company culture. Questions remain about whether this is the best way to differentiate EMMA. What kind of change management would EMMA and its suppliers need to deploy the circular initiative? How could the business model be reinvented to capture the economic benefits of circular shoes? Can Tom and his team push through this drastic change in a conservative company in a conservative market?

. To gain a general understanding of the circular economy, cradle-to-cradle design principles, the UN Sustainable Development Goals, and the role business in implementing them. . Sustainability sounds like a good idea, but what actual changes are needed to make it a reality and do they make economic sense? . Understand and think about the complication of developing products that are circular – what are the implications for different business units and how they work together. . How can companies evolve their business model to capture the most economic benefits under changing circumstances? . Showcase that a for-profit company can still have strong social and environmental consciousness. . How does company culture play out during a company’s transformation?