Social and environmental trends are reshaping the competitive arena. Building on strong market positions, innovative strength and sustainability leadership positions, some businesses are well positioned to increase green sales and conquer market share at positive margins. Companies such as AkzoNobel, BASF, GE, Philips, Procter & Gamble and Unilever have set ambitious targets to green their business portfolio. At the same time, increasing competition challenges companies to capture this green window of opportunity in time.

Services and track record
We support marketing and new business managers to improve the profitability of existing green products. We also help them to co-create the next generation of green value propositions. Furthermore, we work with business unit directors and management teams to identify the most attractive green market segments, to assess the added value of ‘greening’ in comparison to other business improvement programs and the design of the change management process. Finally, we support corporate sustainability managers and board members to create an overview of the existing green product portfolio and conduct margin assessments, to determine realistic objectives and develop support services to enable business units to attain their targets.

Our toolkit has proven itself in the course of at least five years of engagements in this area and consists of portfolio analysis, market analysis, market research, eco-efficiency analysis and creative workshops to develop improved or entirely new concepts. Recent engagements include AkzoNobel Corporate and AkzoNobel Business Units Marine & Protective Coatings, Powder Coatings, Functional Chemicals, DSM Corporate and DSM business group Food Specialties and Philips Lighting Europe.

Team
The Triple Value team consists of Erik van Dam (Founding Partner of Triple Value), Henriette van Swinderen (Associate Partner of Triple Value), Willem Jan Bosma (Associate Partner of Triple Value) and Rob Staartjes (Advisory Board member). On marketing and consumer centric innovation, we cooperate with a specialised marketing consultancy.

Customer quote
“The eco-efficiency analysis and our increased understanding of our customers’ sustainability strategies have enabled us to create a distinctive position that helps to boost sales in the course of 2009-2010”, says Phil Latham, business development manager DSM Food Specialties.