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https://bluetribe.thinkific.com/courses/how-to-come-up-with-amazing-sustainable-business-ideasSustainable Business Model Innovation using the Business Model Canvas - Michelin Case Study
To learn more visit
http://bluetribe.co/business-model-innovation-the-secret-weapon-of-your-sustainability-strategy/ In this video we use the business model canvas to breakdown an innovative sustainable business model used by Michelin tires to deliver sustainability benefits and improve their business.
Michelin tyres was facing strong competition in their business with haulage companies from low cost competitors.
Michelin believed they had a superior technology but were not able to capture the value from it simply by competing on price.
At the same time climate change regulation was impacting Michelin and their customers.
Their business model looked something like this.
Michelin's value proposition was quality tires which they sold to their haulage customers.
Michelin would earn revenue from the sale and once the tire was worn out the customer would dispose of the tire.
In order to compete - Michelin decided to give away their tires for free.
Michelin created a new product with a redesigned business model that involved giving the customer the tires for free but charged their customers per kilometre.
They installed computer chips in the tyres to measure performance such as distance and maintenance requirements.
They bundled this service with a range of professional services to help their customers reduce fuel consumption and optimise vehicle performance. This allowed Michelin and its customers to extract the maximum value from their products.
Their superior technology meant they could get more kilometres per tyre compared with low cost competitors and therefore because they were charging per kilometre they could also maximise revenue per tyre.
Michelin was incentivised to produce less tyres because the more kilometres they got out of a tyre the more revenue they could generate per tyre which meant less material usage, lower supply chain risks, and reduced carbon emissions (not to mention the reduced carbon emission for their customers due to fuel efficiency improvements).
They were also now able to take a product stewardship role and recover the used tyres for recycling and re-entry into their manufacturing process.
Michelin were also able to create new customer relationship pathways by creating a direct relationship, stronger intimacy and deeper roots within their customer's business.
The community were beneficiaries of this business model through less waste to landfill and reduced air pollution. Michelin were also able to support the outcomes of a range of the UN Sustainable Development Goals.
By giving away their tires for and taking responsibility for their disposal, Michelin have shown that doing good can be good for business and that by taking an entire business model perspective, there is an opportunity to generate superior value for the business, for the customer, and for the planet.
If you want to learn more you can visit our website as
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Obtaining a large sample of videos was crucial for accurate ranking, but YouTube lacks a direct method to gather random video IDs.
Even searching for random strings on YouTube doesn't yield truly random results, complicating the process further. 🔍
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