Sustainable Strategy in a Multi-Polar WorldA Three-Week Intensive Experience linking Strategies in a Multi-Polar

World to the Principles of Sustainable Development

Accenture Chair in Sustainable Strategy

January 2012

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“The elaboration and the implementation of a judicious strategy require a good understanding of the global context in which organizations and institutions are ope-rating today. In the current world economic context, two major trends have to be underlined.

Firstly, we are now in a multi-polar world globalization and some developing economies, such as the one of China for example, are taking more and more power and importance.

Secondly, there is an increasing awareness for global social and environmental challenges, such as unemploy-ment, poverty, global warming or loss of biodiversity, so that the concepts of Sustainable Development and of Corporate Social Responsibility are now unavoidable in Business.

This intensive three-week seminar is dedicated to a bet-ter understanding of strategy in relationship with this changing global economic context”.

“At Accenture, we believe that you can achieve high per-formance if you combine a solid and deep understanding of your industry with sophisticated insights; and this is exactly what the Chair in Sustainable Strategy will offer to the students: a solid academic background combined with Accenture’s extensive real-life experience in strategy consulting.

Our High Performance Business research shows that the importance of Sustainable Development in an increasin-gly multi-polar world continues to grow. Organizations need to embrace all three pillars of Sustainable Develop-ment: economic, environmental and social sustainability. Students in management need to receive education on sustainable strategies to better prepare them for their careers.

We truly believe that this experience will be unique and beneficialtotheparticipants,andAccentureiscommittedto bring the best research, leadership and experience to the table.”

Thomas Froehlicher

DeanHEC-Management School of the University of Liège

Fernand Dimidschstein

Managing Director, Accenture Management Consulting, France and Benelux

ForewordContents

Foreword

Overview

Basics

Foundation

Illustration

Case study

General information

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Overview

Referring to the current global economic context such as the development of a mul-ti-polar world and the increasing interest for worldwide environmental and social challenges, this intensive three-week seminar is dedicated to a better understan-ding of strategies in relationship with the concepts of Sustainable Development and of Corporate Social Responsibility (CSR).

This seminar aims at raising awareness amongst students regarding the increasing importance of considering economic, but also social and environmental aspects, in strategic management, (i.e. in strategic analysis, in strategic decision making and in strategic deployment).

An intense full-time three week Program divided into Four Fundamentals Modules:

BasicsUpdate of 10 basic concepts in Finance, Operations, Marketing and Human Re-sources Management thanks to the pre-readingofspecificportfoliosfollowedbya Quiz.

FoundationTheoretical foundation of the seminar based on plenary presentations made by guest speakers (academics mainly) on:• Strategic Management• Sustainable Development and Cor-porate Social Responsibility (Social and Environmental Aspects)

IllustrationIllustration of the “theory” on the basis of several conferences: presentation of thecurrentglobalcontextandofspecificsustainable strategies by guest speakers.

Case StudyResolution of a strategic case study by groups of 5 students. • The students are split up into 5 Uni-verses, with 10 to 12 teams in each Uni-verse. • Each Universe is managed by a coach who will support each team in the reso-lution of the case.

Thisfirstmoduleaimsatensuringallstudentshavethenecessarybasicknowledgeinthevariousareasofmanagementinordertobeabletobecomea“strategist”.Indeed,thestrategicmanagementofafirmrequiresamultidisciplinaryandtransversal vision of business and management.

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 Resources),10basicconceptshavebeenidentifiedandsummarizedinaconcisedocumentpresentinganintroductiontothetopic,variousdefinitions,thestrategicandoperationalpartsofthedisciplineandabibliography.

Studentshavefourweekstoreadtheportfolios.Onthefirstdayoftheseminar,anindividualpre-testisorganizedinordertoevaluatehowtheymasterthecontentsoftheseportfolios.Thisevaluationrepresents30%ofthefinalgrade.

Basics

Responsible:

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Claire GRUSLINAssistant Professor, HEC-Management School, University of Liège

Claire Gruslin is an Assistant Professor of International Marketing and Marketing Intelligence System and founder of the (e)MIM, Master Programme in International Marketing & E-Bu-siness at HEC Management School - University of Liège, Belgium. Her main research focus is in the areas of international marketing strategy studies, e-learning and e-business research projects, satisfaction and market research surveys.

Foundation

This second module aims at presenting and developing the theoretical foundation of the seminar. Concretely, this module is composed of several plenary presentations, made by guest speakers (academics mainly), about:

1. Strategic Managementa. Strategic Diagnosisb. Strategic Formulation and Strategic Choicec. Strategic Deployment

2. Sustainable Development and Corporate Social Responsibility

Nathalie CRUTZENAssistant Professor, HEC-Management School, University of LiègeNathalie CRUTZEN is Assistant Professor of (Sustainable) Strategy and Performance Mana-gement. Her academic and scientific activities are now attached to Accenture Chair inSustainable Strategy at HEC Management School - University of Liège. She holds a PhD in EconomicsandManagement:herPhDdissertationwasdedicatedtotheidentificationofty-picalexplanatorybusinessfailurepatternsamongstsmallfirms.Withpreviousscientificandacademic experience in Strategic Management, Performance Management and Corporate Social Responsibility, she is interested in research on Business Strategies for Sustainable Development and in their related Performance Management.

Sabine DENISDirector, Business and Society BelgiumWith a juridical background she got a varied professional experience as, chronologically, Se-nior Legal Counsel (SWIFT), Coordinator of Sustainable Development and Social Justice Pro-jects (Fondation Roi Baudouin) before becoming Director of Business and Society Belgium.

Marc DESCHAMPSAffi liate Professor, HEC-Management School, University of LiègeWith a background in Engineering, in Law and in Economics, in the 1980’s, he created SYNER-FI,adevelopmentcapitalfirmdedicatedtoSMEs.In1992heboughtoutINVESTRUCTURE,aservicecompanyhedevelopedinmorethantwentycountries.In2000hecreatedINVEST-PARKS, dedicated to the development of science parks linked to universities in emerging countries. Finally, in 2006, he launched EXEGO, specializing in corporate governance services. HiscurrentmainfieldsofinterestarecorporategovernanceandIslamicfinance.

Thomas FROEHLICHER Full Professor and Dean, HEC-Management School, University of LiègeThomas 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 (Nancy-University, France). He holds a PhD in Management Sciences (Nancy-University), a Master’s degree in Management (University of Strasbourg) and a BA in Sociology (University 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, the tools and methods of industrial creativity, and the management of competitiveness clusters. He is a member of the editorial board of the Review Finance-Contrôle-Stratégie.

Laurent LEDOUXHead 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 a Post-graduate in Business Administration from Solvay (Belgium). He gives lectures on Business Ethics, CSR and Leadership at various universities.

Don MINDAYSenior Lecturer, ESC Rennes Don Minday is a senior lecturer at ESC Rennes School of Business in Rennes. A dual Ameri-can-French national, he has worked in France for the past 35 years, holding various positions in personal development training and management education. At ESC Rennes, he teaches 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.

Pierre OZERFull Professor, Faculty of Sciences and Environmental Management, University of LiègeExpert in Global Environmental Issues (and their management).

Rudi THOMAES General Administrator, Federation of Belgian Enterprises (FEB)TitularofaMasterinLaw(UIA),hestartedhiscareeratBellTelephonein1976asafinancialcoordinator responsible for exportations. He became general administrator and president of Alcatel Bell in 1999. He has been General Administrator of FEB since June 2004. Besides his main activity at FEB, he is also regent at the Belgian National Bank, president of Healthcare BelgiumandadministratorofVoka-VlaamsEconomischVerbondaswellasofEuropalia.

Responsible:

Guest Speakers:

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Illustration

This third module aims at illustrating the “theory” presented in Module 2, on the basis of several conferences.Two kinds of conferences are planned: 1. Presentations of the current global context by experts

a. A Multi-Polar Worldb. Sustainable Development: A New Macro- and Micro- Economic Objective

2. Presentationofspecificsustainablestrategiesbyguestspeakers

Nathalie CRUTZENAssistant Professor, HEC-Management School, University of Liège

Fernand DIMIDSCHSTEINManaging Director-Management Consulting, Accenture in France and BeneluxFernand Dimidschstein is the Managing Director-Management Consulting, Accenture in France and Benelux. He worked with JP Morgan and the Bank of New York prior to joining Accenturein1999.AtAccenture,hehasbeenworkingmainlyinthefinancialservicesindus-try, developing the Strategy and Management Consulting practice. Fernand Dimidschstein holds a Master in Business Administration from the University of Liège.

Mark SPELMANManaging Director Accenture Strategy Service LineMark Spelman is the managing director for the Accenture Strategy service line. He also leads Accenture’s strategic think tank - the Institute for High Performance. Mark has res-ponsibility for Accenture’s global relationship with the World Economic Forum. Additionally, he oversees Accenture’s relationship with INSEAD Business School. Mark joined Accenture in 1989. He has a Master of Arts in Economics from Cambridge University and a Master of BusinessAdministrationfromINSEAD.HeistheViceChairmanoftheAmericanChamberofCommerce’s European Union Executive Council.

Ann BAYART, Head of Accenture Management Consulting and Sustainability Belgium & LuxembourgAnn Bayart is responsible for Management Consulting and Sustainability in Belgium and Luxembourg. In addition to that she took the role of Managing Director for Management Consulting in Health & Public Services Benelux in 2010. She joined Accenture in 1994 and has been involved since in large transformation programs on national and international scale.

Wim DECRAENEHead of Accenture Strategy Service Line in Belgium and LuxembourgWim 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 industries. Wim has a proven track record of delivering complex strategy and operating mo-del projects in a multi-cultural and cross border environment. He has extensive experience withstrategicplanning,growthstrategyandoperatingmodeldefinition.WimholdsaMasterin Commercial Engineering from the KU Leuven.

Christian DU TERTRE LE GALLProfessor, University of Paris VII - Denis DiderotChristianDuTertreLeGallisaneconomist.HeisprofessorattheUniversityofParisVII-Denis Diderot and director of GERME (Groupe d’étude sur la Régulation et les Mutations des Économies contemporaines). He is also president of the club “Économie de la fonctionna-litéetdéveloppementdurable”,memberofthescientificdirectionofthereserachnetwork“Régulations sectorielles et territoriales” and member of the international reserach network called “European Research Network on Services and Space” (RESER).

François JEGOU, Director, Strategic Design ScenariosDirector of the Brussels-based design research company Strategic Design Scenarios, he has 20 years of experience in strategic design, participative scenario building and new product-services systemdefinition. François is scientific director of the public innovation lab 27eRégion in France and the co-ordinator of the DESIS Europe, the European branch of the De-sign for Social Innovation and Sustainability network. He teaches strategic design at ENSCI Les Ateliers Paris, La Cambre, Brussels and Politecnico, Milan. He organizes the Sustainable Everyday Project platform. This collection of scenarios and cases of social innovations asked: 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.

Responsible:

Accenture Guest Speakers: Other Guest Speakers:

Bruno BERTHONGlobal Managing Director for Accenture Sustainability Services GroupBruno Berthon is the Global Managing Director for Accenture Sustainability Services Group. He leads a practice of more than 1500 consultants across the globe and has been working for the past 15 years with large multinational clients on subjects related to climate change, environmental and social sustainability. He was also Growth & Strategy Managing Director for Accenture Management Consulting and in that position was in charge of shaping and leading the launch of Accenture sustainability practice globally. Bruno Berthon started his careerasaDevelopmentandMarketingVPforthepackagingbusinessunitoftheFrenchmultinational Pechiney. He is based in Paris, he graduated from Ecole Centrale Paris and holds an MBA from INSEAD and a Master in Macroeconomics from La Sorbonne.

Jacques TELLER, Full Professeur, ULgJacques Teller is director of LEMA (Local Environment Management and Analysis) and pro-fessor of Urban Planning at the University of Liege. He is graduated as civil engineer in architecture and his thesis was dedicated to urban form and governance. He coordinated several European research projects : SUIT (FP5), APPEAR (FP5) & PICTURE (FP6). He was the Chairman of the COST Action C21 dedicated to Urban Ontologies (http://www.townto-logy.net/). He is now involved in the development of Lepur, an inter-disciplinary research centre dedicated to the urban, territorial and rural environment, and in charge of a research project about the impact of territorial policies upon GreenHouse Gazes (GHG) emissions.

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Case Study

The fourth module is dedicated to the resolution of a strategic case study, in relationship with the aspects presented before, by groups of 5 students (5 Universes, with 10 to 12 teams in each Universe). Each Universe is managed by a coach who will support each team in the resolution of the case.

This module is divided into two main steps:1. STEP1:Teamshaveafewdaystomakeaglobalstrategicdiagnosisofthecase.Attheendofthisfirststep,they provide their coach with a note of 3 pages summarizing their proposal.

2. STEP 2: After a feedback given by each coach concerning the strategic diagnosis, teams have to develop original strategic scenarios, to choose one strategic option and to explain how they would implement it (residential part of the seminar).

General Information

Teaching methodsSeveral teaching methods are used in this multidisciplinary seminar:

• Onlineself-evaluation• Homework:Pre-readingsofportfolios,activepre-paration of conferences • Conferencesmadebyguestspeakersongeneralorspecificissuesrelatedtostrategy,SustainableDe-velopment and Corporate Social Responsibility• Interactiveonlinegame• Casestudyanalysis(Team-work)• Residentialseminar

Course objectivesAfter this seminar, students should be able:

• Tointegrateinaholisticviewthevariousmanage-mentconceptsstudiedduringthefirstfouryearsoftheir university education, to synthesize and bear in mind the essential ones in each discipline;• Tobroaden their knowledgeof strategy integra-ting the multi-polar world, sustainability and CSR visions in management;• Duringthechallenge,tomakestrategicdecisionsinteams(timeandconflictmanagement,negotiationabilities) stressing the interdependence of an organi-sation’s activities;• Tolivea“last and unforgettable” moment in their training curriculum

Important dates• OpeningCeremony–14December2011• Basics–9January2012• Foundation–10,11,12and13January2012• Illustration–16,17,18and19January2012• CaseStudy–20,23,24,25,26and27January2012• ClosingCeremony–April2012

Contacts:

NathalieCRUTZEN–ncrutzen@ulg.ac.beAdrienKIRSCHFINK–adrien.kirschfink@accenture.com

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 generatednetrevenuesofUS$25.5billionforthefiscalyearendedAug.31,2011.Its home page is www.accenture.com.

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A Challenge…

At theendof the residential seminar, semi-finalsareorganized to select 5 teams which will compete in the finalrun(1teamperUniverse).Finally,duringapartof the closing ceremony, the 5 best teams will defend their project in front of a jury composed of executives and academics. Each team has 10 minutes to present their recommendations followed by a 5 minutes ques-tion time. At the end of this jury, 2 teams will receive an award: a) the prize of the jury (n°1) and the prize of the audience.

Coaches (amongst others):

Nathalie CRUTZEN, Assistant Professor, HEC-Management School, University of Liège

MarcDESCHAMPS,AffiliateProfessor,HEC-Management School, University of Liège

JohanDEVRIESE,SeniorManager,Accenture Management Consulting

Thomas FROEHLICHER, Full Professor and Dean, HEC-Management School, University of Liège

Adrien KIRSCHFINK, Manager, Accenture Management Consulting

Nicolas NEYSEN, Consultant, Accenture Management Consulting

Responsible: Nathalie CRUTZEN, Assistant Professor, HEC-Management School, University of Liège