Sustainability in Turbulent Times: Circularity and Growth at BIC Lighter
How do you build circularity into a product never designed for it—while strengthening your business and its strategic autonomy? In this one-hour interview, INSEAD Professors Karel Cool and Atalay Atasu speak with François Clément-Grandcourt, General Manager of BIC’s Lighter Division, about the strategic transformation of one of BIC’s most iconic businesses. The conversation examines how BIC has used circularity to reconfigure its value chain, unlock new revenue pools, and reduce structural dependence on global suppliers—turning sustainability constraints into levers for resilience, control, and long-term performance. A concrete case of strategy execution at scale, this session will resonate with alumni interested in competitive strategy, operations, and the geopolitics of supply chains.