Interfaceraise Case Study
InterfaceRAISE: Sustainability Consulting
1. What is InterfaceRAISE’s value proposition? InterfaceRAISE’s value proposition is that Interface’s firsthand experience in implementing sustainable strategies, practices and culture will accelerate other companies’ leanings and performance in this area. InterfaceRAISE will be a credible peer-to-peer consultancy in this field due to Interface’s reputation as a successful pioneer in sustainable manufacturing. Interface have a record since 1994 of embedding sustainability into their business model and have successfully grown, found savings and delivered profits over this time. 2. InterfaceRAISE has three objectives. Which appears to be driving its strategy?Can all three be achieved simultaneously? The objective that appears to be driving InterfaceRAISE’s strategy is the first objective 1. “Further Interface’s restorative goals by helping other organizations launch or accelerate their sustainability efforts.” (Toffel 2012, 5) Toffell writes of InterfaceRAISE that “the ultimate vision was sustainability and restoration” (2012, 5). InterfaceRAISE was established in order to fulfill Interface’s vision of moving beyond sustainability to becoming restorative. Anderson’s vision of Interface becoming restorative seemed unachievable from a purely manufacturing perspective, however, the opportunity to advocate sustainable practices was considered to assist in the achievement of environmental restoration though this positive influence (Toffell 2012, 4). The other two objectives - to create a halo effect on Interface’s brand with a result of increasing carpet sales, and to become a financially sustainable business, appear to be subordinate objectives. Interface’s success in implementing a sustainable business model had already attracted much attention (media, awards) and a halo effect established around the brand. Before InterfaceRAISE was created, companies were interested in the model, so this objective was already being large
1. What is InterfaceRAISE’s value proposition? InterfaceRAISE’s value proposition is that Interface’s firsthand experience in implementing sustainable strategies, practices and culture will accelerate other companies’ leanings and performance in this area. InterfaceRAISE will be a credible peer-to-peer consultancy in this field due to Interface’s reputation as a successful pioneer in sustainable manufacturing. Interface have a record since 1994 of embedding sustainability into their business model and have successfully grown, found savings and delivered profits over this time. 2. InterfaceRAISE has three objectives. Which appears to be driving its strategy?Can all three be achieved simultaneously? The objective that appears to be driving InterfaceRAISE’s strategy is the first objective 1. “Further Interface’s restorative goals by helping other organizations launch or accelerate their sustainability efforts.” (Toffel 2012, 5) Toffell writes of InterfaceRAISE that “the ultimate vision was sustainability and restoration” (2012, 5). InterfaceRAISE was established in order to fulfill Interface’s vision of moving beyond sustainability to becoming restorative. Anderson’s vision of Interface becoming restorative seemed unachievable from a purely manufacturing perspective, however, the opportunity to advocate sustainable practices was considered to assist in the achievement of environmental restoration though this positive influence (Toffell 2012, 4). The other two objectives - to create a halo effect on Interface’s brand with a result of increasing carpet sales, and to become a financially sustainable business, appear to be subordinate objectives. Interface’s success in implementing a sustainable business model had already attracted much attention (media, awards) and a halo effect established around the brand. Before InterfaceRAISE was created, companies were interested in the model, so this objective was already being large
References: Muylle, S. Dawar, N and Rangarajan, D. 2012 B2B Brand Architecture. California Management Review; Vol. 54 Issue 2, p58-71. Toffell, M. Essles, R and Taylor, C. 2012 InterfaceRAISE: Sustainability Consulting. Harvard Business School Publishing, Boston, MA. www.interfaceglobal.com. 2008. Accessed 1 March 2013. Hartzfeld, J. Tedx talk. Tedxtalks.ted.com/video/TEDxAtlanta-Jim-Hartzfeld-Resto. 2010. Accessed 1 March 2013. 8