This chapter focuses on CSV‐based environmental innovation strategies and is a continuation of the ethics‐based strategies. Its singularity is to show that the Decathlon Group has greatly evolved and improved its societal strategies. The environmental innovation policy of the Decathlon Group, based on CSV, was tentatively launched in 1990 by recruiting a single researcher; since 2015, however,
... [Show full abstract] about 50 people have been working in its research center, Decathlon SportsLab. Product‐ and production‐related activities generate the highest negative environmental externalities in the Decathlon Group's value chain. Two categories of organizational innovations have been identified based on the actions that Decathlon Group has developed to reduce these emissions: organizational innovations aimed to bring the sites in the Decathlon network closer together and the substitution of modes of transport. The impact of the innovations developed by Decathlon Group corresponds to the increase in sales of eco‐products.
