ABSTRACT
This chapter discusses the most powerful options in the toolbox – those that assume that everything is up for negotiation. Retailers often practise 'choice editing' – refusing to stock unsustainable products. Limiting the choice of the consumer to products with a sustainable provenance is a powerful technique, but it requires buy-in throughout the organisation due to the commercial risks involved. Product-service systems are springing up all over the economy, most strikingly Rolls Royce starting to provide a jet engine service rather than selling engines to airlines. However, some cutting-edge businesses are going far beyond that traditional relationship and actively intervening in the supply chain. Creating Shared Value (CSV), the brainchild of business gurus Michael Porter and Mark Kramer, is the concept of going beyond Corporate Social Responsibility and actively investing in the business eco-system around suppliers organisation for the benefit of all. The CSV concept also applies down the supply chain.
