Samenvatting

Sustainable development will be a major driving force for new developments in businesses. Most companies are very much aware of that but find it difficult to translate this insight into concrete actions. An often observed obstacle is that most, particularly SME's, find it difficult to evaluate how sustainability can effect their business. They lack a clear view on the relation of innovation and sustainability. Too many aspects and issues might be involved and priorities are not clear either. For really effective sustainable business strategy a company must concentrate on a limited number of key areas and issues which constitute a company's major challenge for sustainability and continuity and are specific for its own character, products, location and ambitions. SME's in particular do need a straightforward, short and simple approach to help them.
The FOCISS (Focussing Innovation Strategy for Sustainability) approach offers that. It involves a stepwise focussing on, subsequently, areas of relevance, major issues in these and ultimately to the most promising (in view of economics and sustainability) innovations. It is the outcome of practice based research in cooperation with industries from different sectors.
It differs from other approaches by setting first the 'agenda' for sustainable business and the relation with the core business. Only after this innovations are selected. It uses as much as possible the own views and information available of the people in the company. Because of that it improves exchange of views and information on such issues through all departments, leading to real commitment, ambitions and an understanding of what sustainability involves.