MBA masterclass

Many companies fail in selling sustainable products. Why and what can be done?

By now, firms take sustainability seriously. Many of them are integrating sustainability benefits in their new product offerings. Results have been contrasted, however, as many firms face disappointing sales with their new offerings. When this happens, the temptation is large to blame it on the customers, using the “sustainability say-do gap”: customers say they care, but they don’t want to pay for sustainability. While we recognize that this may well happen, we propose that firms may bear some degree of responsibility for their failures. We suggest that they may be making no less than three mistakes and highlight ways to go around them.

Join Frédéric Dalsace, Professor of Marketing and Strategy and host Marcella Rispo, MBA Admissions Advisor, for this chance to participate in a sample class around sustainability and to experience the IMD MBA teaching style for yourself.

How to get the most out of this event

In order to make the most of your time with us, if you have not already done so, we recommend that you take a few minutes to familiarize yourself with the IMD MBA program before the event and to think of any specific questions that you would like to ask.

Here are some recommended sources of information:

• take a look at our website
• read the MBA blog
• follow our Linkedin channel

The IMD MBA program

Our campus is located in Lausanne, Switzerland, a thriving center for med-tech, neuro-tech, deep learning, and startups. In this innovative, entrepreneurial, and global business environment our MBA gives you the opportunity to connect with thought leaders and world-renowned organizations.

With over 40% of your unique learning journey taking place outside the traditional classroom, you will build and apply your knowledge in real time. This includes live case studies, labs, projects and work with real startups and multinationals.

Our intimate class size means we really get to know you, while personalized leadership and career development coaching leverages your unique experiences, helps you understand your purpose and accelerates your success. Plus, the intimate nature of the program will see you build strong bonds with your fellow students and become part of a lifelong international network and alumni community of other bright and open-minded individuals.

Throughout the year, you will develop the essential knowledge and skills needed to bring sustainability into your organization and career. You will sharpen your critical thinking and improve your ability to make complex and ethical decisions with humanity.

Own your career direction, develop as a leader, and get equipped to create a positive and lasting impact with the IMD MBA.