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I often hear about CSR (Social and environmental responsibilitye) within SMEs and it is very often a misinterpreted fashion phenomenon, in fact many SMEs wish to "get into CSR" as one would decide to start a social network presence or a new advertising campaign.

However, for the strategist, the debate is quite different: succeeding in including in the development cycle, taking into account the PESTEL elements that can influence the success or failure of a product and from now on, the risk linked to the lack of images of a product that is not ecological or dangerous for the planet can be an essential criterion for the success or failure of a project.

Having an eco-responsible and socially advanced policy has therefore become above all a vital commercial marketing element for the success of a project.

Example of concrete cases of success or failure

  • In a recent successful real estate project, the choice of energy autonomy was a determining factor for the perceived value to be higher than the economic value, because the ecological value of the project was added to the company's value chain.
  • In a water purification product, the presence of toxic substances in a component that could have been manufactured otherwise caused the market share to plummet in less than half a year: the lack of prudence and consideration of CSR risk destroyed 25 years of commercial development.
  • In another project, the fact of having used noble materials and not plastic (domestic greenhouses) allowed to reach 25prc of complementary market shares...

In conclusion

CSR should not be used as a publicity stunt, it should be integrated into research and development in order to anticipate the obstacles.