How EDHEC’s MSc in Global & Sustainable Business Shapes Future Leaders in Sustainable Business

Can you summarise your career and contributions in the sustainable development industry? 

I spent 25 years at Dow Chemicals, where my roles in sales, marketing, innovation, strategy, and transformation equipped me with a deep understanding of how large organisations can integrate sustainability into their operations. This background prepared me for sustainability and for my work with the industrial services of Geneva, where I implemented systemic approaches to provide solutions that accelerate the energy transition and sustainable transformations. Additionally, I serve on the board of directors of Swiss Federal Railways (SBB), FONGIT (a start-up incubator), and the Geneva School of Business Administration. Through these roles, I further my commitment to guiding companies towards sustainable practices at strategic levels, complementing my academic and professional work. My long-term goal is to continue influencing companies to integrate sustainable development into the core of their business models.

You have taught in the MSc in Global & Sustainable Business. Can you tell us about it?

For the past three years, I have primarily taught global marketing and the integration of sustainability into marketing strategies. I've observed that many perceive sustainable marketing as greenwashing. Therefore, my course, titled "Global Marketing for Sustainable Business," is designed to transform business models through sustainable marketing. My goal is to equip future leaders with the knowledge and tools to redefine the role of business and marketing by addressing sustainability challenges and opportunities.

Can you tell us more about the projects you have led with the students? 

I organise practical projects in my courses to help students apply sustainable development concepts. For example, a recent project involved developing a Smart City solution, where students worked in groups, applying four key concepts I teach: connecting stakeholders, linking beginning and end, matching needs and capabilities, and aligning discourse with actions. They presented their solutions at the end of the course. This approach required them to think concretely and understand how these concepts can be integrated into real-world solutions. I also use tailored case studies to illustrate class concepts, stimulating critical thinking and practical skills in sustainable development.

What has been the feedback from students on your courses? 

The feedback from students has been very positive. They appreciate my diverse and concrete experience in different industries, as well as the fact that I am an EDHEC alumna. My enthusiasm and passion for sustainability are also frequently mentioned. As Bastiaan Van Der Linden, Director of the MSc in Global & Sustainable Business, noted, "Students highly appreciate her classes for the shift in marketing mindset that she advocates, her rich professional experience, and the in-depth insights she shares from the smart city projects in which she engages in Geneva." 

You recently published a book. Can you tell us about it? 

My book, Shifting the Marketing Mindset. A Toolkit to Drive Sustainable Transformation, presents a comprehensive toolkit centered around four major sustainability concepts. Designed for future leaders, MBA and MSc students, as well as CEOs, Chief Sustainability Officers, and Marketing Managers, it aims to provide a framework for embedding these essential sustainability principles into core business models. Student questions have greatly influenced the structure of my book. They often ask very practical and sensible questions, such as how to communicate about sustainability or how to manage the costs of more virtuous products. These questions helped me shape the book around four major practical concepts for sustainable marketing.

What role do you see for business schools like EDHEC in education for sustainable development?

 
Business schools must integrate sustainability into all teaching areas, from marketing to finance to supply chain management. This is crucial for training leaders capable of addressing current challenges. At EDHEC, we are making significant progress in this direction, and I hope to contribute further to this evolution.