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2016/2017  KAN-CCMVV2508U  Sustainability - a Driver for Market Creation

English Title
Sustainability - a Driver for Market Creation

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Jesper Vej - Department of Marketing (Marketing)
Kontaktinformation: https:/​/​e-campus.dk/​studium/​kontakt eller Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • CSR and sustainability
  • Innovation
  • Marketing
Last updated on 05-04-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: The aim of the course is to provide students with knowledge on theories and models related to the management of sustainability.
In addition participants will be given hands-on competences within the area of Big Data / Business Intelligence. This latter part will be carried be IBM.
  • Identify a relevant case suitable for applying theories and models from the course
  • Identify relevant theories and models to describe and solve a case
  • Structure and analyze data by using adapted BI-tools
  • Draw conclusions from the analysis and communicate clearly the implications of the analysis
  • Create corporate value in a specific market
Sustainability - a Driver for Market Creation:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Oral group exam based on written group product
Number of people in the group 2-4
Size of written product Max. 20 pages
Definition of number of pages:
Groups of
2 students 10 pages max.
3 students 15 pages max
4 students 20 pages max

Students who wish to have an individual exam might be able to write a term paper in the course. Please see the cand.merc. rules for term papers for more information.
Assignment type Project
Written product to be submitted on specified date and time.
15 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter and Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Re-take exam is to be based on the same report as the ordinary exam:

* if a student is absent from the oral exam due to documented illness but has handed in the written group product she/he does not have to submit a new product for the re-take.

* if a whole group fails the oral exam they must hand in a revised product for the re-take

* if one student in the group fails the oral exam the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if he/she has to hand in a revised product for the re- take.
Course content and structure

Building a Strategy for sustainability, Managing Sustainability, Spotting and selecting Innovation within the area of Sustainability, The triple Bottomline,  Big Data Business Intelligence


This course deals with how companies can integrate sustainaibility in their strategy in order to increase competiveness. Most focus will be on the Market Side – how can sustainability trigger innovation. In order to increase the options the course also deals with big data and business intelligence, both of which are  linked to the searching fase of innovation.


Teaching methods
Students will be working with cases provided by a number of corporate case-coompanies.

It is the ambition that the students will be able to create substantial value for the case-companies.

The casework consists of identifying a Market opportunity, pursuing the opportunity and considering implementation in the case-company.
Student workload
Forberedelse 123 hours
Undervisning 33 hours
Eksamen 50 hours
Further Information

Sustainability  is a megatrend, which is about  to change the ways  companies are doing business.


Companies who are focusing on sustainability has access to a wide span of innovation opportunities. This course deals with the nature of these innovations, and how they are to be exploited. In order to optimize the search for sustainable innovation options, Big Data / Business Analytics will be applied. Further the course deals with the implications of focusing on sustainability as a trigger for innovation. How to adapt processes, Organization and Management in order to be able to succeed in this new field.

Expected literature

Books :

“Strategy for Sustainability”, Harvard BPR, 2010

“Talent, Transformation, and the Triple Bottom Line: How Companies Can Leverage Human Resources to Achieve Sustainable Growth”, April 2013, Jossey-Bass


Articles :

Tollin K., Vej J. (2012) Mindsets for Green Innovation. Journal of xx. Forthcoming

Bucherer at al (2012). Towards systematic business model innovation: Lessons from product innovation management.  Creativity and Innovation Management, Vol 21(2), pp. 183-198.


Nidumolu, Ram, Prahalad, C.K. and Rangaswami, M.R. (2009), “Why sustainability is now the key driver of innovation,” Harvard Business Review, Vol. 87, No. 9, pp. 57


Patzelt, Holger; Shepherd, Dean A.(2011). Recognizing Opportunities for Sustainable Development.  Entrepreneurship: Theory & Practice. Jul, Vol. 35 Issue 4, p631-652


Kambatla Karthik, Trends in big data analytics Journal of Parallel and Distributed


Petrini, Maira ; Managing sustainability with the support of business intelligence: Integrating socio-environmental indicators and organisational context

Journal of Strategic Information Systems, 2009, Vol.18(4), pp.178-191


Searcy, Cory ; Buslovich, Ruvena : Corporate Perspectives on the Development and Use of Sustainability Reports; Journal of Business Ethics, 2014, Vol.121(2), pp.149-169

Last updated on 05-04-2016