Environmental Engineering Reference
In-Depth Information
ACKNOWLEDGMENT
that are respectively focused on the upstream and
downstream segments. The latter rather envisage
the future locked into a traditional representation
of the constraints weighing on the sector, based
on a traditional reference system. Sportswear
industry's influence on the rest of the chain was
restricted to the impact of incremental strategies,
like eco-branding or eco-efficiency. But they it
is not massively involving their capitalistic or
managerial influence to accompany the whole
sector to the transition and overpass these path-
dependent trends.
It seems that the holistic approach of activi-
ties is a key element in the way to envisage the
transition to a low carbon economy and make
it happen. As regards the oil industry it would
translate into a more radical anticipation of a
decrease of traditional oil activities (e.g. broad
expansion of EV for transport) leading to the re-
orientation of capital in related activities yielding
new profits (petrochemical production restricted
to non-substitutable oil usages, investment of
capacities in low-carbon transport industry) or
in brand new businesses that would seem more
promising in the future. Some would say it is
impossible. Whereas fixed assets have nothing
in comparison, Nokia provides a good example
of a company that transformed completely its
core-business by moving from timber to mobile
phone industry.
To be holistic, green strategies now need to
evolve towards more resolute “green transforma-
tions” within the industries, which would need to
translate also into more radical changes in indus-
tries' stakeholders relations, to impact resolutely
companies' operational strategies. In this context,
stakeholders' own interest would be to demand for
the establishment of sound indicators to measure
industries' green performance (in the short and
longer term), which would need to be taken into
account in managerial performance assessments
to impact the classic conceptions of profitability
effectively.
Thierry Hommel (Sciences Po); Stéphane Latx-
ague (Surfriders foundation); Eric Dargent (Rip-
curl); Laurent Burget (Mountain Riders); Gwenael
Wasse (Amis de la Terre); Raphael Gerson; Thierry
Koskas and Alice de Bauer (Renault)
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