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In 2020 Priva was a leading global high-tech company that provided equipment, software and management strategies for climate control, energy savings and the optimal re-use of water in horticulture, building automation and indoor farming. It was a second-generation family business whose CEO, Meiny Prins, rebranded Priva to highlight innovation and sustainability, in addition to expanding Priva’s business ventures and partnerships around the world.

Given its expertise and experience, Priva was well situated to use its its technological solutions to assist densely populated world regions in tackling their energy, food and water issues. It did so via its ‘Sustainable Urban Delta’ initiative, which became Priva's area of focus. After years of effort in driving sustainable changes and building a circular economy, Priva saw the need to further grow its global network and bring together more stakeholders to jointly create better future societies, especially in megacities where problems caused by urbanisation were on the rise. The case explores Prins' approach to these challenges: how could Priva raise additional support for its goals, and what potential opportunities could be tapped into to achieve them?

This case is part of the Sustainable Development Goals (SDGs) case series, developed by Rotterdam School of Management (RSM), Erasmus University. With a focus on SDG 9 (Industry, Innovation and Infrastructure) and SDG 2 (Zero Hunger), the case is also closely related to SDG 6 (Clean Water and Sanitation), SDG 7 (Affordable and Clean Energy), SDG 11 (Sustainable Cities and Communities), and SDG 12 (Responsible Consumption and Production). Video learning materials and other resources about these SDGs are available at

1. Explicate the concepts of sustainability and circular economy;

2. Discuss the application of SDGs at national, industry and organisational levels

3. Explain social entrepreneurship and explore its role in the present and future society;

4. Explain international entrepreneurship and explore the solutions it can offer to solving global challenges or regional challenges in different parts of the world;

5. Evaluate Priva’s activities and potentials in connection with SDGs 9 and 2.

The case is suitable for Master’s students (MSc or MBA) and executive students of sustainability, social entrepreneurship, international business, and strategy in general.

Climate, water, energy, horticulture, in-door farming, building automation, urban delta, urbanisation, green technology, IT solutions, sustainability, circular economy, family business, female leadership

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