In a world which is increasingly globalising, competition is increasing. Emerging countries in particular currently have a competitive advantage due to lower wages. The Netherlands will have to be innovative to the potential global counter threats and exploit the opportunities which globalisation inevitably brings about.

The pressure exerted to develop new products and services which address climate change, obesity, fighting poverty, and improving quality of life, is increasing. Why? Because there is a competitive edge to be won, innovative thinking to be gained, and it produces innovative strength. Moreover, there is money to be made. Companies who have the audacity to commit themselves to sustainable development and are able to translate this into (new) sustainable products and services are tomorrow’s winners.

It is important for policy-makers to know to how competitive business sectors are. Competitiveness indicates the degree to which business sectors are able to generate income and jobs, today and in the future. In recent years many companies have come to the conclusion that a responsible environmental policy offers a good avenue for improving competitiveness. In many cases eco- and socio-efficiency, resulting in cost savings, lead to an improved competitive position.

The translation from sustainability into (new) products and services is one of the main challenges where the corporate sector can achieve a distinguished competitive position in the coming years. This requires technical, organisational, managerial and business practice innovation. This concerns four levels: product, service provided, customer service and customer experience. Innovation is one of the main keys to the realisation of a (more) sustainable company. In addition to niche players, a number of companies have enshrined sustainability in their corporate philosophy from the outset. Examples include The Body Shop and Ben & Jerry’s. A fact less well known, but just as remarkable, is that among more conventional companies, sustainable opportunities are increasingly identified and are gradually being exploited.

Which sectors and industries do you believe will be tomorrow’s winners? Which strategic choices do you believe the Netherlands should make in the coming years to ensure economic growth? And how can this growth be achieved in a sustainable way, in your opinion?
How do you view the relationship between sustainable entrepreneurship and innovation, new business models, the development of sustainable products and services and their embedding in your organisation?