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Case Study

Ragn-Sells: From company in crisis to circular sustainability champion

By Florian Hoos and Valerie Keller-Birrer

24 pages

November 2024

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Reference: IMD-7-2567

This case highlights Ragn-Sells’ remarkable journey from facing financial difficulties to establishing itself as a global authority on the circular economy and sustainability. In 2015, Pär Larshans joined the Swedish waste management company during a period of financial uncertainty, prompting a re-evaluation of its business strategy. Through a comprehensive trend scouting process, Ragn-Sells identified key opportunities within mega trends, notably focusing on planetary boundaries and the Sustainable Development Goals (SDGs), which became central to its future direction. Over nearly a decade, Ragn-Sells underwent a profound transformation and cultural shift. It pioneered innovative approaches such as recycling phosphorus and other nutrients from waste instead of mining them, thereby contributing to a more sustainable and circular economy. Early recognition of its efforts followed, with Ragn-Sells being honored as an “Innovation of Leadership” ambassador for the SDGs in 2018 and invited to present its achievements at the UN in New York. Leveraging this recognition, Larshans embarked on a mission of knowledge sharing, utilizing public speaking engagements and early adoption of LinkedIn to promote Ragn-Sells’ innovative solutions and foster collaboration. Looking ahead, Larshans contemplated Ragn-Sells’ next steps, exploring emerging mega trends beyond the SDGs and formulating strategic plans for continued success.

Learning Objective

Understand Ragn-Sells’ development of a long-term strategy based on major societal trends.
Understand the impact of long-term sustainability strategies on growth and culture
Appreciate the challenges for mid-sized companies transforming through sustainability
Gain insights into innovation methods and long-term trend scouting
Explore circular business models

Keywords

Sustainability, Family Business, Environmental Social and Governance, Circularity, Sustainable Innovation, Decarbonization, Renewable Energy, Cultural Change, Collaboration, Stakeholder Management, Communication, Recycling, Knowledge Sharing, Mega Trend, Planetary Boundary Framework, Mining, Climate Action

Settings

Europe, Sweden
Ragn-Sells Group, Utilities, Recycling
2015-2024

Type

Field Research

Available Languages

English

Related material

Teaching note, Video

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Case reference: IMD-7-2604 ©2026

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Reference IMD-7-2604

Organization On

Industry Consumer Goods, Sports Footwear

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