The case focuses on Decathlon’s journey from 2023 onwards as it seeks to scale its circular business models and transform from a successful pilot phase to large-scale industrialization. Anna Turrell, Decathlon’s chief sustainability officer, is tasked with achieving ambitious growth targets – to increase circular sales by 6 to 10 times. The case details how Decathlon approached its circularity strategy by expanding second-hand, repair, rental and recycling initiatives across its global operations. It highlights the strategic challenges Anna and her team faced in deciding where to focus their scaling efforts across regions, sports segments and business models. Key enablers of the scaling strategy, including digital transformation, reverse logistics, consumer engagement and strategic partnerships, are explored as critical factors for success. As Decathlon moved toward becoming a global leader in circularity, Anna had to overcome operational complexities and encourage consumer behavioral change while balancing financial goals with sustainability objectives. Despite the clear business potential, the challenge remained of how to scale circularity efficiently across diverse markets and sports while creating a seamless customer experience.
Massimo D Marcolivio explores how AI innovations can boost efficiency, engagement, and creativity in the entertainment industry using key performance indicators.
How business design thinking can transform sustainability strategies into actionable plans.
Many companies treat sustainability reporting purely as an add-on to financial reporting. Here's how to use it to disrupt your industry to your advantage. Many companies treat sustainability reporting purely as an add-on to financial reporting. He...
Vital to trade and commerce throughout history, trust is more important than ever in the age of global warming and artificial intelligence.
Corporate messages about the climate crisis can evoke feelings of helplessness. In contrast, life-affirming, empowering narratives can be more effective drivers of sustainability.
Business giants are slowly realizing the benefits of focusing on societal impact. Here’s how your company can meet regulatory requirements and the expectations of sustainability indexes.
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications