HEC-Management School University of Liege Seminar Sustainable Strategy in a Multi-Polar World Accenture Chair in Sustainable Strategy

1. R
Sustainable Strategy
in a Multi-Polar World
A Three-Week Intensive Experience linking Strategies in a Multi-Polar
World to the Principles of Sustainable Development
Accenture Chair in Sustainable Strategy
January 2012

2. Contents Foreword
Fernand
Dimidschstein
Thomas Froehlicher
Managing Director,
Dean Accenture Management
HEC-Management School Consulting, France and
of the University of Liège Benelux
“The elaboration and the implementation of a judicious “At Accenture, we believe that you can achieve high per-
strategy require a good understanding of the global formance if you combine a solid and deep understanding
context in which organizations and institutions are ope- of your industry with sophisticated insights; and this is
rating today. In the current world economic context, two exactly what the Chair in Sustainable Strategy will offer
major trends have to be underlined. to the students: a solid academic background combined
with Accenture’s extensive real-life experience in strategy
Firstly, we are now in a multi-polar world globalization consulting.
and some developing economies, such as the one of
China for example, are taking more and more power and Our High Performance Business research shows that the
importance. importance of Sustainable Development in an increasin-
gly multi-polar world continues to grow. Organizations
Secondly, there is an increasing awareness for global need to embrace all three pillars of Sustainable Develop-
social and environmental challenges, such as unemploy- ment: economic, environmental and social sustainability.
ment, poverty, global warming or loss of biodiversity, so Students in management need to receive education on
that the concepts of Sustainable Development and of sustainable strategies to better prepare them for their
Corporate Social Responsibility are now unavoidable in careers.
Business.
We truly believe that this experience will be unique and
This intensive three-week seminar is dedicated to a bet- beneficial to the participants, and Accenture is committed
ter understanding of strategy in relationship with this to bring the best research, leadership and experience to
changing global economic context”. the table.”
Foreword 3
Overview 4
Basics 5
Foundation 6
Illustration 8
Case study 11
General information 11
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3. Overview Basics
Referring to the current global economic context such as the development of a mul- This first module aims at ensuring all students have the necessary basic knowledge in the various areas of management
ti-polar world and the increasing interest for worldwide environmental and social in order to be able to become a “strategist”. Indeed, the strategic management of a firm requires a multidisciplinary and
challenges, this intensive three-week seminar is dedicated to a better understan- transversal vision of business and management.
ding of strategies in relationship with the concepts of Sustainable Development and
of Corporate Social Responsibility (CSR). Four disciplines have joined forces and arranged a portfolio gathering the «quintessence» of what should be remem-
bered by students entering their professional life. For each discipline (Finance, Operations, Marketing and Human
This seminar aims at raising awareness amongst students regarding the increasing Resources), 10 basic concepts have been identified and summarized in a concise document presenting an introduction
importance of considering economic, but also social and environmental aspects, in to the topic, various definitions, the strategic and operational parts of the discipline and a bibliography.
strategic management, (i.e. in strategic analysis, in strategic decision making and
in strategic deployment). Students have four weeks to read the portfolios. On the first day of the seminar, an individual pre-test is organized in
order to evaluate how they master the contents of these portfolios. This evaluation represents 30% of the final grade.
An intense full-time three week Program Illustration Responsible:
divided into Four Fundamentals Modules: Illustration of the “theory” on the basis
Claire GRUSLIN
of several conferences: presentation of
Basics Assistant Professor, HEC-Management School, University of Liège
the current global context and of specific
Update of 10 basic concepts in Finance, sustainable strategies by guest speakers.
Operations, Marketing and Human Re- Claire Gruslin is an Assistant Professor of International Marketing and Marketing Intelligence
sources Management thanks to the pre- Case Study System and founder of the (e)MIM, Master Programme in International Marketing & E-Bu-
reading of specific portfolios followed by Resolution of a strategic case study by
siness at HEC Management School - University of Liège, Belgium. Her main research focus is
a Quiz. in the areas of international marketing strategy studies, e-learning and e-business research
groups of 5 students.
projects, satisfaction and market research surveys.
• The students are split up into 5 Uni-
Foundation verses, with 10 to 12 teams in each Uni-
Theoretical foundation of the seminar verse.
based on plenary presentations made by • Each Universe is managed by a coach
guest speakers (academics mainly) on: who will support each team in the reso-
• Strategic Management lution of the case.
• Sustainable Development and Cor-
porate Social Responsibility (Social and
Environmental Aspects)
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4. Foundation Thomas FROEHLICHER
Full Professor and Dean, HEC-Management School, University of Liège
Thomas Froehlicher has been Director General & Dean of HEC Management School - Univer-
sity of Liège (HEC-ULg) since 1st January, 2009. He is a University Professor in deputation
This second module aims at presenting and developing the theoretical foundation of the seminar. (Nancy-University, France). He holds a PhD in Management Sciences (Nancy-University), a
Concretely, this module is composed of several plenary presentations, made by guest speakers Master’s degree in Management (University of Strasbourg) and a BA in Sociology (University
(academics mainly), about: of Strasbourg). His research, publications and expertise relate to the new ways of introdu-
cing innovation: the strategic network between management, engineering and art design,
1. Strategic Management the tools and methods of industrial creativity, and the management of competitiveness
a. Strategic Diagnosis clusters. He is a member of the editorial board of the Review Finance-Contrôle-Stratégie.
b. Strategic Formulation and Strategic Choice
c. Strategic Deployment
Laurent LEDOUX
2. Sustainable Development and Corporate Social Responsibility Head of the Public Banking Department, BNP Paribas Fortis
He has got a varied experience in both private and public sectors and he is specialized in
restructuring and modernizing business units and administrations.
He holds a Master in Economics from the Universities of Namur, Bologna & Madrid and
Responsible: a Post-graduate in Business Administration from Solvay (Belgium). He gives lectures on
Business Ethics, CSR and Leadership at various universities.
Nathalie CRUTZEN
Assistant Professor, HEC-Management School, University of Liège
Nathalie CRUTZEN is Assistant Professor of (Sustainable) Strategy and Performance Mana-
gement. Her academic and scientific activities are now attached to Accenture Chair in
Sustainable Strategy at HEC Management School - University of Liège. She holds a PhD in Don MINDAY
Economics and Management: her PhD dissertation was dedicated to the identification of ty-
Senior Lecturer, ESC Rennes
pical explanatory business failure patterns amongst small firms. With previous scientific and
Don Minday is a senior lecturer at ESC Rennes School of Business in Rennes. A dual Ameri-
academic experience in Strategic Management, Performance Management and Corporate can-French national, he has worked in France for the past 35 years, holding various positions
Social Responsibility, she is interested in research on Business Strategies for Sustainable in personal development training and management education. At ESC Rennes, he teaches
Development and in their related Performance Management. Corporate Social Responsibility, Organizational Behavior, and International Human Resource
Management. Formerly, he was the head of the Strategy and Management Department and
Manager of the Executive MBA program. His research interests lie in the areas of leadership
development and diversity management.
Guest Speakers:
Sabine DENIS Pierre OZER
Director, Business and Society Belgium Full Professor, Faculty of Sciences and Environmental Management,
With a juridical background she got a varied professional experience as, chronologically, Se- University of Liège
nior Legal Counsel (SWIFT), Coordinator of Sustainable Development and Social Justice Pro- Expert in Global Environmental Issues (and their management).
jects (Fondation Roi Baudouin) before becoming Director of Business and Society Belgium.
Marc DESCHAMPS Rudi THOMAES
Affiliate Professor, HEC-Management School, University of Liège General Administrator, Federation of Belgian Enterprises (FEB)
With a background in Engineering, in Law and in Economics, in the 1980’s, he created SYNER- Titular of a Master in Law (UIA), he started his career at Bell Telephone in 1976 as a financial
FI, a development capital firm dedicated to SMEs. In 1992 he bought out INVESTRUCTURE,
coordinator responsible for exportations. He became general administrator and president of
a service company he developed in more than twenty countries. In 2000 he created INVEST- Alcatel Bell in 1999. He has been General Administrator of FEB since June 2004. Besides his
PARKS, dedicated to the development of science parks linked to universities in emerging main activity at FEB, he is also regent at the Belgian National Bank, president of Healthcare
countries. Finally, in 2006, he launched EXEGO, specializing in corporate governance services. Belgium and administrator of Voka-Vlaams Economisch Verbond as well as of Europalia.
His current main fields of interest are corporate governance and Islamic finance.
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5. Illustration Ann BAYART,
Head of Accenture Management Consulting and Sustainability
Belgium & Luxembourg
Ann Bayart is responsible for Management Consulting and Sustainability in Belgium and
This third module aims at illustrating the “theory” presented in Module 2, on the basis of several conferences.
Luxembourg. In addition to that she took the role of Managing Director for Management
Two kinds of conferences are planned:
Consulting in Health & Public Services Benelux in 2010. She joined Accenture in 1994 and
1. Presentations of the current global context by experts
has been involved since in large transformation programs on national and international scale.
a. A Multi-Polar World
b. Sustainable Development: A New Macro- and Micro- Economic Objective
2. Presentation of specific sustainable strategies by guest speakers
Wim DECRAENE
Head of Accenture Strategy Service Line in Belgium and Luxembourg
Responsible:
Wim Decraene is leading Accenture’s Strategy Service Line in Belgium and Luxembourg. He
has more than 13 years of experience in the Financial Services, Products and Public Services
Nathalie CRUTZEN industries. Wim has a proven track record of delivering complex strategy and operating mo-
Assistant Professor, del projects in a multi-cultural and cross border environment. He has extensive experience
HEC-Management School, with strategic planning, growth strategy and operating model definition. Wim holds a Master
University of Liège in Commercial Engineering from the KU Leuven.
Accenture Guest Speakers: Other Guest Speakers:
Fernand DIMIDSCHSTEIN
Christian DU TERTRE LE GALL
Managing Director-Management Consulting, Accenture in France and Benelux
Professor, University of Paris VII - Denis Diderot
Fernand Dimidschstein is the Managing Director-Management Consulting, Accenture in
Christian Du Tertre Le Gall is an economist. He is professor at the University of Paris VII -
France and Benelux. He worked with JP Morgan and the Bank of New York prior to joining
Denis Diderot and director of GERME (Groupe d’étude sur la Régulation et les Mutations des
Accenture in 1999. At Accenture, he has been working mainly in the financial services indus-
Économies contemporaines). He is also president of the club “Économie de la fonctionna-
try, developing the Strategy and Management Consulting practice. Fernand Dimidschstein
lité et développement durable”, member of the scientific direction of the reserach network
holds a Master in Business Administration from the University of Liège.
“Régulations sectorielles et territoriales” and member of the international reserach network
called “European Research Network on Services and Space” (RESER).
Mark SPELMAN François JEGOU, Director, Strategic Design Scenarios
Managing Director Accenture Strategy Service Line Director of the Brussels-based design research company Strategic Design Scenarios, he has
Mark Spelman is the managing director for the Accenture Strategy service line. He also 20 years of experience in strategic design, participative scenario building and new product-
leads Accenture’s strategic think tank - the Institute for High Performance. Mark has res- services system definition. François is scientific director of the public innovation lab 27e
ponsibility for Accenture’s global relationship with the World Economic Forum. Additionally, Région in France and the co-ordinator of the DESIS Europe, the European branch of the De-
he oversees Accenture’s relationship with INSEAD Business School. Mark joined Accenture sign for Social Innovation and Sustainability network. He teaches strategic design at ENSCI
in 1989. He has a Master of Arts in Economics from Cambridge University and a Master of Les Ateliers Paris, La Cambre, Brussels and Politecnico, Milan. He organizes the Sustainable
Business Administration from INSEAD. He is the Vice Chairman of the American Chamber of Everyday Project platform. This collection of scenarios and cases of social innovations asked:
Commerce’s European Union Executive Council. what might everyday life be like in a sustainable society? How would we eat food, move,
work, and take care of each other?. Last book on the subject: Collaborative Services, Social
Innovations and Design for Sustainability.
Bruno BERTHON Jacques TELLER,
Global Managing Director for Accenture Sustainability Services Group Full Professeur, ULg
Bruno Berthon is the Global Managing Director for Accenture Sustainability Services Group. Jacques Teller is director of LEMA (Local Environment Management and Analysis) and pro-
He leads a practice of more than 1500 consultants across the globe and has been working fessor of Urban Planning at the University of Liege. He is graduated as civil engineer in
for the past 15 years with large multinational clients on subjects related to climate change, architecture and his thesis was dedicated to urban form and governance. He coordinated
environmental and social sustainability. He was also Growth & Strategy Managing Director several European research projects : SUIT (FP5), APPEAR (FP5) & PICTURE (FP6). He was
for Accenture Management Consulting and in that position was in charge of shaping and the Chairman of the COST Action C21 dedicated to Urban Ontologies (http://www.townto-
leading the launch of Accenture sustainability practice globally. Bruno Berthon started his logy.net/). He is now involved in the development of Lepur, an inter-disciplinary research
career as a Development and Marketing VP for the packaging business unit of the French centre dedicated to the urban, territorial and rural environment, and in charge of a research
multinational Pechiney. He is based in Paris, he graduated from Ecole Centrale Paris and project about the impact of territorial policies upon GreenHouse Gazes (GHG) emissions.
holds an MBA from INSEAD and a Master in Macroeconomics from La Sorbonne.
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6. Case Study General Information
The fourth module is dedicated to the resolution of a strategic case study, in relationship with the aspects presented Teaching methods Course objectives
before, by groups of 5 students (5 Universes, with 10 to 12 teams in each Universe). Each Universe is managed by a Several teaching methods are used in this multidisciplinary After this seminar, students should be able:
coach who will support each team in the resolution of the case. seminar: • To integrate in a holistic view the various manage-
• Online self-evaluation ment concepts studied during the first four years of
This module is divided into two main steps: • Homework: Pre-readings of portfolios, active pre- their university education, to synthesize and bear in
1. STEP 1: Teams have a few days to make a global strategic diagnosis of the case. At the end of this first step, paration of conferences mind the essential ones in each discipline;
they provide their coach with a note of 3 pages summarizing their proposal. • Conferences made by guest speakers on general • To broaden their knowledge of strategy integra-
or specific issues related to strategy, Sustainable De- ting the multi-polar world, sustainability and CSR
2. STEP 2: After a feedback given by each coach concerning the strategic diagnosis, teams have to develop original velopment and Corporate Social Responsibility visions in management;
strategic scenarios, to choose one strategic option and to explain how they would implement it (residential part of • Interactive online game • During the challenge, to make strategic decisions
the seminar). • Case study analysis (Team-work) in teams (time and conflict management, negotiation
• Residential seminar abilities) stressing the interdependence of an organi-
sation’s activities;
A Challenge… Coaches (amongst others): • To live a “last and unforgettable” moment in their
training curriculum
At the end of the residential seminar, semi-finals are Nathalie CRUTZEN, Assistant Professor,
organized to select 5 teams which will compete in the HEC-Management School, University of Liège
final run (1 team per Universe). Finally, during a part
of the closing ceremony, the 5 best teams will defend Marc DESCHAMPS, Affiliate Professor,
Important dates
their project in front of a jury composed of executives HEC-Management School, University of Liège
• Opening Ceremony – 14 December 2011
and academics. Each team has 10 minutes to present • Basics – 9 January 2012
their recommendations followed by a 5 minutes ques- Johan DEVRIESE, Senior Manager,
• Foundation – 10, 11, 12 and 13 January 2012
tion time. At the end of this jury, 2 teams will receive Accenture Management Consulting
• Illustration – 16, 17, 18 and 19 January 2012
an award: a) the prize of the jury (n°1) and the prize • Case Study – 20, 23, 24, 25, 26 and 27 January 2012
of the audience. Thomas FROEHLICHER, Full Professor and Dean,
• Closing Ceremony – April 2012
HEC-Management School, University of Liège
Adrien KIRSCHFINK, Manager,
Accenture Management Consulting
Nicolas NEYSEN, Consultant, Contacts:
Accenture Management Consulting
Nathalie CRUTZEN – ncrutzen@ulg.ac.be
Responsible: Adrien KIRSCHFINK – adrien.kirschfink@accenture.com
Nathalie CRUTZEN, Assistant Professor,
HEC-Management School, University of Liège
About Accenture
Accenture is a global management consulting, technology services and outsourcing company, with approximately
236,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capa-
bilities across all industries and business functions, and extensive research on the world’s most successful companies,
Accenture collaborates with clients to help them become high-performance businesses and governments. The company
generated net revenues of US$25.5 billion for the fiscal year ended Aug. 31, 2011.
Its home page is www.accenture.com.
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