INEOS ChlorVinyls (B): A Positive Vision for PVC

Published 26 Aug 2016
Reference 6078
Region Europe
Summary

When a Greenpeace campaign to boycott PVC products seemed to spell disaster for Hydro Polymers, it embraced the challenge and embarked on a drive for sustainability using The Natural Step framework. The strategy was maintained after Hydro was acquired by INEOS, and ultimately led to significant changes throughout Europe's PVC industry. The case shows how positioning sustainability as a business opportunity rather than a threat can yield substantial commercial success while addressing environmental impacts.

Teaching objectives

1) Highlight the business value of adopting a scientific, structured, whole-systems approach to sustainability as applied by The Natural Step. 2) Illustrate an innovative, integrated and strategic response to the challenges of sustainability at organizational and industry level. 3) Understand the value of embedding sustainability in business practice and the implications for corporate strategy and marketing.

Keywords
  • Sustainability
  • Corporate Social Responsibility
  • PVC
  • The Natural Step
  • Greenpeace
  • Carbon neutrality
  • Recycling
  • Systemic change
  • Q41516
  • Corporate Governance
  • Value Creation, Strategy and Implementation