the voice of business rethinking business education for

The Voice of BusinessRethinking business education for relevance in business and society

Prof. dr. ANNEMIEKE ROOBEEK and MONIQUE de RITTER MSc. Res., PhD Candidate

Nyenrode Business Universiteit, The Netherlands

Marie Curie researchers in the ABIS (Academy of Business in Society) international research program on Innovation for Sustainability (I4S) funded by

the European Commission.

Contribution to ABIS Conference, Brusssels, 27-28 October 2016

Prof. dr. Annemieke Roobeek Monique de Ritter MSc.Res, PhD Candidate

ABIS Conference Brussels, 27-28 October 2016

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Thanks for joining us! We are from Nyenrode, The Netherlands



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Explorative research in the framework of ABIS I4S and the Marie Curie Fellowship on Sustainability



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Research questions:

• What do leading international companies in sustainability expect from business education for their future leaders?

• What specific knowledge and skills do they need in relation to the transformation towards a circular economy and disruptive change?

• Why do we have to rethink business education?

• What are important components of business education fit for the future?



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Sustainability awareness & action timeline 1972 - 2015

1972 1987 1994 2002 2011 2012 2015



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Sustainability Frontrunners interviewed for explorative research (Spring 2016)



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Typology of different DSGC organisations: Indication of frontrunner companies in relative

comparisonUnilever Friesland

CampinaDSM Akzo

NobelKLM Philips Heineken

Leadership for Sustainability (CEO driven leadership)

++++ ++ +++ ++ + + +

Leadership for Sustainability (across the organisation)

+++ +++ ++ +++ ++ ++ ++

Integration of sustainability in the business organisation

+++ +++ ++ +++ ++ +++ ++

Integration of financial and sustainability goals

+++ ++ +++ +++ ++ +++ +++

Sustainability communications and Marketing

+++ +++ ++ ++ +++ +++ +++

Linking Innovation with Sustainability +++ ++ ++ +++ ++ +++ ++

Internal education, training and development of leadership (corporate academy)

++ ++ ++ ++ + ++ ++

+ moderately in place, a strategy in place, first initiatives taken

++ moderately in place, several initiatives, however still often fragmented

+++ firmly in place in a coherent fashion

++++ excellent, absolute frontrunnerProf. dr. Annemieke Roobeek

Monique de Ritter MSc.Res, PhD CandidateABIS Conference Brussels, 27-28 October 2016

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Knowledge of Systems Thinking Knowledge of sustainability themes – for example circular economy Discussion needs to be fact-based and not only opinion-based Highly specialized expert knowledge in every part of the business(and next

to integrative thinking) Understanding a specialized field of knowledge into the ‘bigger scheme of

things’ Thinking in innovative ways – knowledge of designing products and

innovation techniques Knowledge about business innovation processes Knowledge about innovation in ecosystems Knowledge about strategies with impact The value of an individual is a mix of knowledge, experience and network

Organizational collective knowledge of sustainability processes Knowledge within and outside the organization Collective intelligence derived from great diversity of actors in networks Collective knowledge on different levels – organization, coalition,

ecosystems – prerequisite for integration of sustainability throughout layersof company

Collective knowledge also includes intergenerational diversity – youngtalent needs to be included as well as the expertise of the seniors

Individual

Purpose-driven leadership/working from purpose – being guided by a moralcompass

Leaders bridge sectors (public and private) How to lead and how to follow – servant leaders and empowering

‘followers’ Internal and external orientation – inside-out/outside-in Skills of building coalitions and ecosystems Collaboration – internally and externally, dealing with diversity Understanding and being able to function in different worlds – public and

private – empathy and insight Understanding and being able to deal with and leading transformational

change Negotiation skills – difference in ‘being right’ and ‘getting it done your way’ Working from passion – thinking beyond your given role – inspiring and

creating of purpose cannot be ‘learned’ alone, but business schools mayplay a role in creating the right mind set

Collective

Designing of purpose-driven and holistic organisations Translating systems thinking in practice Public/Private Collaboration Bridging of sectors – learning to speak each other’s language Culture of interdisciplinary collaboration From rhetoric to implementation – taking momentum and transform the

sustainability movement in real actions Developing of trust – human aspects of relationships Dealing with collective change, being comfortable with the ‘unknown’ – being

able to step out comfort zone, as change is not comfortable Understanding of markets – market as starting point of change –

understanding markets and collaborating with players in different markets Dealing with adversity and understanding conflicting interests in the system Strategic insight – clear goals and strategy for change

Knowledge and Skills Needs for future leaders expressed by Sustainability Frontrunners during interviews

Knowledge

SkillsProf. dr. Annemieke Roobeek

Monique de Ritter MSc.Res, PhD Candidate


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Transform

React

Anticipate

Design

Looking below the surfaceto see the bigger picture how the system works and whatkind of interventions can effectchange

Mental Model

Patterns of Behaviourand Trends

Underlying Systemic Structure

Eventswhat has happened?

Iceberg of Systems Thinking



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Main Findings from Business Needs:

• Business Education should embrace the 21st Century Challenges to shape the future leaders

• Integrate sustainability and the transformation towards a circular economy in the core of educational programs, not only in electives

• Focus on sustainability as a systems change

• Learn about systems thinking, disruptive technologies, collaboration in ecosystems

• Embed innovation and new business models in a broader unit of analysis than the firm



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Lessons for business education

• Listen to the open minded frontrunners in business

• Realize that standard education is outdated

• Rethink the composition of the curricula

• Make the Big Challenges the core and regroup insights from business education around it

• Think as business leaders in an integrative way and learn how to relate topics by addressing concepts like systems thinking, ecosystems and collaboration

• Be a sustainable value for business in a highly complex society



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Business University Curriculum Programs and Electives

Integrating Sustainability

Sustainable Finance-Finance and ResponsibleInvestment-Innovations in Sustainable Finance-Innovations in Social Finance-Applied Sustainable ResponsibleInvestment-Assurance: Environmental-, Software- and Ethics Audits-Greening of Finance

Innovation & Business Models-Greening Product and Service Design-Innovating Business Models--Sustainable Business Strategy andInnovation-Cross-Sector Innovation & Collaboration-The Digital Economy-Co-Creation against ClimateChange-Strategic Innovations embeddingSustainability

Strategy & Organization-Strategic Public Relations-Corporate Governance: Securing a Sustainable Future-Sustainability in Organisations-Organisational Development forSocial Innovation

General Management-Global Busines and Stakeholder Management-Managing Partnerships forSustainability-Sustainable Smart Energy Business-Managing Sustainable Corporations-Managing SustainableDevelopment and CSR-The Role of Business in Society-Ethics and Sustainability

Entrepreneurship-Creating Values: Business andSustainable Development-Social Entrepreneurship & Sustainable Business Practice-Social Entrepreneurship: Creating Social Change

Marketing-Corporate Branding and CSR-Creating Markets for SustainableProducts

Systems Thinking-The Circular Economy-Companies in Ecologies-Sustainability Challenges: Systems Thinking-Complexity of Social-EcologicalProblems-Disruptive Technologies andTransformation System Design-The Innovation Ecosystem-Biomimicry and Business: Leaningfrom Nature

CSR-Corporate SocialResponsability-CSR and Society-CSR – Managing the Social Impact of Business-CSR in Action-Corporate Responsiblity andOrganisation-Leading Responsible Corporations-Managing Diversity in Organisations-Understanding the Impact of Sustainability, Ethics and CSR

Supply Chain Management- Closed-Loop Supply Management-Supply Chain Simulation: System Dynamics-Leading Responsible Corporationsand Supply Chain Management-CSR in Global Supply Chains

Personal TransformationSkills-The Entrepreneurial Mindset-Leadership, Sustainability andGovernance-Complexity and GenerativeReasoning-Soft Skills, Decision-Making andResponsibility-Preparing for Change-Global Citizenship-MBA Foundation Programme: Skills Development-Contextual and Global Considerations for Leaders



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The basic elements of ecosystems

START-

UPSSMARTCAPITAL

FAST-

GROWERS

SME’s

UNIVERSITIES

CITY

UNIVERSITIES

ADVISORYGLOBAL

LEADERS

Govern

-ment

14Prof. dr. Annemieke Roobeek


The step-by-step-design of ecosystemsX

L:C

ON

NEC

TS /

AC

CEL

ERA

TES

/ FA

CIL

ITA

TES

/ EM

PO

WER

S

Company Pool Capital PoolUniversity Pool Advisory Pool

Q Q QQ

ACTION RESEARCH & BUSINESS MODELING

Collaboration with

companies IDE

NEW RESEARCH

Systems change

Joint actions

solutions

We design networks ….

That dare to ask the big

Questions ..

Organised in inter-disciplinary

labs around exciting

themes …

Anchored in your business …

Resulting in new innovation driven

enterprises, ideas, research

concrete actions.

WE

START

HERE!Government Pool

Food, Nutrition,Healty lifestyle

Medical devices, apps, home care technology

Sports, Fitness,Ergonomics

Data analyticsLife sciences

Medical care infrastructure


Healthy Society

Break-through

innovations

Cross-over solutions in ecosystems

Data drivenLife sciences

Medical devices Personalized Food,

Nutrition

New Products VITALITYPsychological fit

Apps GadgetsPlatforms, Media

New

FoodHealth

Sports & Fitness Technology



Designing Ecosystems around Challenges as organizational vehicle to speed up innovation, change and collaboration



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POWERED BY

We

Ecosystem: “healthy, life-long living”

Pharma and medical

companies

Personal media boxes

Legal frameworks

Health Insurance

Virtual reality

Care-givers

Technology innovation

Health Retailers

Government

Food & Nutrition

Wearable devices

ActivatedBig Data

Sport & Fitness

Direct Sales Channel

InteractiveHealth Apps

Domoticssmart homes

FMCG

Financing

Research

Education

Smart &slow capital

Gaming

PersonalizedDiets

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Healthy Living



POWERED BY

re

We

Ecosystem: “the circular economy”

Renewableenergy

Legal frameworks

Banks

Resource reduction

Technology innovation

Education

GovernmentCivic

engagement programmes

NGO’s

Energypolitics

Subsidies

Universities

Finance Farming& Food

Reuse

Vocational training

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CircularEconomy

Research

(Re)manifacturing& recycling

Waste & water

management

Energyexchange

New business models

Product design



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A COLLECTIVE, ECOSYSTEM-BASED, VISION

map existing

initiatives

Clustered intostrategically

definedecosystem

projects

That lay the foundation forhealthy living

2030

Companies CapitalUniversities Advisories & NGOsGovernment

we design networks

….

SMART HOMES SMART CARE SMART FOOD

Project A

Project B

Project D

3

2

1

4

Project C

Project F

Project E



WE

New roles: Webbers

CONNECT

stakeholders

Identify

challenges

Create new

business

Develop

solutions



Contact

•Prof. Dr. Annemieke J.M. Roobeek, Chair for Strategy & Transformation ManagementNyenrode Business [email protected] or [email protected] & www.meetingmoreminds.com

•Monique de Ritter, MSc.Res., PhD Candidate Nyenrode Busisiness Universiteitand Marie Curie Fellow in the ABIS international research program Innovation for Sustainability (I4S)[email protected]



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mailto:[email protected]

http://www.nyenrode.nl/

http://www.meetingmoreminds.com/

mailto:[email protected]

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