Distinguishing greening from greenwashing (Mini case)

In March 2022 Sony and Honda signed a memorandum of understanding to establish a joint venture to develop an electric vehicle that would combine Honda’s car-building expertise with Sony’s skillset in imaging, sensors, communication, networking and entertainment technologies for the vehicle’s travel and service platform. Despite being a leading player in the automotive industry for decades, Honda had recently fallen behind its competitors in one crucial area – the development of EVs. Sony, while successful in image sensor and content IP, had also entered the EV market. Given the competitive landscape of EVs, it was not surprising, in view of the two giants’ complimentary expertise, that they decided to cooperate and establish Sony Honda Mobility. The newly formed joint venture had a bold purpose: “Move people, through the pursuit of innovation with diverse inspirations.” In January 2023 Sony Honda Mobility unveiled the world premiere of its prototype electric car − the Afeela – in Las Vegas at the Consumer Technology Association’s annual trade event, CES. With plans to hit the North American market in 2026, the Afeela was set to revolutionize the way people perceive electric mobility.

If we are to move away from a take-make-waste economic model, we need to showcase concrete examples of how organizations can create innovative busi...

Digital technologies, when used in the right way, can benefit organizational performance, improve people’s lives, and protect the planet.

The CEO of Revier Cattle Company, Tom Revier, had been an innovator in sustainable farming and humane livestock practices for over two decades. He ...

The future lies in creating positive value equations for customers, showcasing how sustainability enhances traditional product benefits.

As temperatures hit 53C in Furnace Creek in California’s Death Valley, it’s clear we need to act – and fast. Edoardo Chiarotti argues that companie...

With society facing a number of critical challenges, such as the transition to a low-carbon economy, digital disruption, and aging populations, dem...

The vast majority of plans are not worth the paper they are written on, recent research shows. A comprehensive path toward net zero should address ...

Focusing on a company’s ecological and social impact as well as its economic performance has yielded mixed results. However, there is increasing ev...

The case describes how Patricia Heidtman, chief innovation and sustainability officer and member of the executive board at Sika, creates a roadmap ...