The Strategy Of A French 2008 Start Up Corporation

1629 Words Aug 25th, 2014 7 Pages
Sustainability is an oft-quoted but highly contested concept. Brundtland’s definition of sustainable development, being that which ‘meets the needs of the present without compromising the ability of future generations to meet their own needs’, forms the basis of most contemporary applications of the term. This paper uses a case study of a French 2008 start-up corporation to demonstrate how the concept of sustainability, applied throughout modern supply chains, has become a new business platform that created a competitive advantage for the platform innovator and supply chain stakeholders alike.
The Massachusetts Institute of Technology (MIT) Centre for Transportation and Logistics argues that in recent times, precious few innovations in supply chain management were truly revolutionary as those that have occurred have largely built on previous achievements as opposed to groundbreaking changes in their own right. Since the time of Henry Ford, supply chain efficiency has traditionally been defined by production and distribution metrics such as cost of production and miles to market. However, social and cultural shifts from the 1980s to the present have seen an increasing emphasis placed on sustainability. In market economies the world over, this emphasis on sustainability has been met by innovators able to offer sustainability, or the distinctive platform positioning in the consumer-preference space to achieve the perception of same (Cennamo, C & Santalo, J 2013).
In late…
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