#20A - No Green Premium – Sustainability Needs Innovation to Win Customers (Part 1)

A conversation with IMD professors Frédéric Dalsace and Goutam Challagalla on “no green premium” and the shift from sustainability compliance as a right to play toward innovation as a right to win. Real-world business cases and insights from their HBR-published book Clean Winners, launched in Davos during 2026 World Economic Forum week.