Experiments in Sustainable Business
On Monday 5 December 2022 Hussnain Bashir will hold a trial lecture on a prescribed topic and defend his thesis for the PhD degree at NHH.
Title of the thesis:
«Experiments in Sustainable Business»
Private businesses – a major societal actor – have significant direct and indirect influence on environmental and social footprints through their business activities and therefore share the responsibility of tackling the sustainability challenge. Given the significance of businesses’ social and environmental footprint, a change from current unsustainable business practices toward more sustainable business practices is imperative.
This change is needed, among other areas, in at least three domains: at the micro level, a change towards more sustainable consumer behaviour; at the meso level, organisational transformations towards more sustainable business models; and at the macro level in the capital markets so as to direct resources toward sustainable businesses through sustainable finance initiatives.
In this dissertation, Hussnain Bashir aims to study the drivers and barriers to sustainable change in these three domains of sustainable business.
The first article investigates a special case of business experimentation for sustainability, in collaboration with Norway’s largest FMCG company Orkla, which aimed to design business models with lower plastic footprint.
The aim of the study is to investigate how a reiterative BES process can inform the design of more sustainable business models. Specifically, the paper suggests ways in companies can experiment with different elements of a business model (e.g., greener value propositions) to transform business models for sustainability.
The second paper discusses the role of information, specifically sustainability-related product information to encourage sustainable consumption. The role of mobile technologies such as QR codes is investigated and how such technologies may help bridge the communication gap between customers and businesses, thereby encouraging the former to consumer sustainable products. In collaboration with Orkla, and using field study, the paper informs on the drivers and barriers to use of QR codes and how consumers perceive certain elements of such QR codes.
While the first two articles take individual decision for sustainability in a single time dimension, the third and fourth research articles of the dissertation investigate the dynamics of sustainability-related consumer and investment behaviours over time. Previous research shows that behavioural spillovers from past behaviours are likely to influence individuals’ future behaviours. Bashir investigates the effects of such behavioural spillovers on sustainable consumption in consumers’ daily consumption choices and their long-term financial investment decisions for sustainability.
PRESCRIBED TOPIC FOR THE TRIAL LECTURE:
Bridging business model and consumer research: How insights from consumer experiments can inform business model innovation for sustainability
Trial lecture and Defense:
Jebsen Centre, NHH, 10:15 and 12:15
Members of the evaluation committee:
Associate Professor Lars Ivar Oppedal Berge (leader of the committee), Department of Accounting, Auditing, and Law, NHH
Professor Esben Rahbek Gjerdrum Pedersen, Copenhagen Business School
Professor Nancy Bocken, Maastricht University
Professor Lars Jacob Tynes Pedersen (main supervisor), Department of Accounting, Auditing, and Law, NHH
Associate Professor Sveinung Jørgensen, Department of Accounting, Auditing, and Law, NHH
The trial lecture and thesis defense will be open to the public.