Competitive advantage through sustainable product development in construction
A Corus case study

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Introduction

In the modern business world a company needs to innovate to remain successful. By using sustainable principles Corus can develop a lasting competitive advantage.

Corus was formed in October 1999 through the merger of British Steel and the Dutch company Koninklijke Hoogovens. It is a public limited company, headquartered in London and quoted on the London Stock Exchange and the Amsterdam-Brussels-Paris Euronext Exchange. It manufactures metals including 17 million tonnes of steel a year in Europe and the USA, and employs around 50,000 people. Corus is listed on the FTSE4Good Index and the Dow Jones sustainability indices.

Corus earns 30% of its revenues from construction and is an important sector for the company. Corus is a recognised international brand in the construction industry providing innovative metal-based products not only to the European but also the global construction market.

Embracing sustainable thinking has for a long period played an important role in new product development. This Case Study shows how Corus has set about evaluating opportunities and developing products that minimise the use of wasteful resources, whilst meeting the needs of the future.

Corus | Competitive advantage through sustainable product development in construction