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CleanCities Biodiesel and Reliance Life Sciences - Harnessing disruptive change: The case of biofuels

Company name
CleanCitites Biodiesel and Reliance Life Sciences

Author(s) 
Atul Pahwa and James Henderson

Source 
IMD (International Institute for Management Development)

Access this case
Harnessing disruptive change: The case of biofuels

Year published 
2008

Last year covered in case 
2008

Abstract

The fledgling alternative energy industry was driven purely by vision and ambition. Both the entrepreneur (CleanCities) and the heavyweight (Reliance Industries) had thrown their hats in the ring and only time would tell which strategy would play out in the long run. The entrepreneur needed to develop a strategy to win in this David vs Goliath setting and the case discusses elements of the entrepreneur's strategy that focus on creating both a disruptive and social change with biofuels. The learning objective is to discuss disruptive change, social change, how companies must harness various elements of the value chain to successfully counter obstacles in an undefined and fledgling landscape / industry.

Teaching note

  • N/A

Key Management Reading

  • Ambec, S. & Lanoie, P. (2008). Does it pay to be green? A systematic overview. Academy of Management Perspectives. 45-62
  • Reinhardt, F. (1999). Bringing the Environment Down to Earth. Harvard Business Review. July; 149-157 

Other Readings

  • N/A

Audio/Visual Material

  • N/A 

Discussion Questions

  • N/A

Green Chemistry Principle

  • Principle 7 Renewable Feedstocks (Jatropha curcus shrub)

Industry
Fuels

Teaching Topic
Innovation
Community Development/Economic Development
Environmental Issues
Sustainability
Leadership
Technological change and development
Sustainability

Management Discipline
Strategy
International
Entrepreneurship

Business Logic
Cost savings
Relations with external stakeholders
Redefining markets

Environmental Issue
Climate change
Biofuels
Renewable energy

Self Identified as Green Chemistry?
No

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