Sustainable Innovation Flashcards
(20 cards)
The Role of Design in Sustainable Innovation:
Ecological Modernisation
“The only way out of ecological crisis caused by industrial development is to move into further industrial development” (York and Rosa, 2003)
The Technological Imperative
It relies on the emergence of new eco-efficient technologies to replace existing ones (Gouldson and Murphy, 1996:14).
Opportunities for employment and economic growth
The Technological Imperative: Sectors of Interest
Environmental goods and services (Gouldson and Murphy, 1996; Mansfield and Thomas, 2005; Catulli, 2008)
Cleantech (Sharp, 2009)
ICT enabled low carbon technologies (Hilty et al, 2006; Catulli & Fryer, 2012)
The Technological Imperative: Substitute Technology
Wind power? Nuclear? Idro-power? Solar?
Personal Transport: electric cars?
House life: label A appliances? Smart metering?
The Technological Imperative: Associated Concepts - INDUSTRIAL ECOLOGY
Industrial Ecology - a view to optimizing material and energy flows in the economy in a similar way to that of eco-systems (Hess, 2010)
The Technological Imperative: Associated Concepts - INDUSTRIAL SYMBIOSIS
Industrial Symbiosis - the development of working agreements between industrial and other organisations that, through the innovative reuse, recycling or sharing of resources, lead to resource efficiency (Jensen et al., 2011a).
Co-Branding Proposition?
Our co-branding program offers you the opportunity to ad value to your products by further supporting your environmental claims.
Some examples of co-branding:
Intel, GoreTex, Teflon
The result is to give your product the attribute of sustainability
e.g. Bulmer’s P2R2 Strategy
Problems with Ecological Modernization?
- Not proven by sufficient empirical testing
- The most advanced economies (high level of EM? are the least environmentally friendly (Fisher and Freudemburg, 2001)
- What is the role of consumption in degrading the environment? (York and Rosa, 2003)
- Further industrialization = demands on resources & additional environmental issues
Barriers to Diffusion:
1) A Diffusion to Innovation View
Breaking up the market….(the innovation segments) Compatibility Complexity Observability Relative advantage Triability
Barriers to Diffusion:
2) The ABC Perspective
COMPLETE FROM NOTES ON iPAD
Barriers to Diffusion:
3) The Practices Perspective
COMPLETE FROM NOTES ON iPAD
Sustainable Service Innovation:
Product Service Systems (PSS) definition
- A competitive system of products, services, supporting networks and infrastructure” designed to satisfy demand using fewer resources than traditional business models (Mont, 2002:239)
- Not a pathway to sustainability but can form the basis of the mix of innovations to move society toward sustainable futures (Cook, 2014)
Product Service Systems (PSS)
Consumer Markets
Zip Car
Uber
Some services of food delivery
Product Service Systems (PSS)
Typology
Product orientated, i.e. services added to a product owned by customers
Use orientated, when customers access use of products without acquiring ownership
Result orientated, when customers acquire results
Product Service Systems (PSS)
Performance
- These types of PSS are on a continuum in respect to resource productivity, with product orientated yielding negligible or little improvements whilst result orientated would have highest potential for efficiency gains (Cook et al., 2012; Tukker, 2015)
Product Service Systems (PSS)
Environmental Benefits
If people shared, leased, or rented in proportion to the use they make of products this would reduce environmental impacts (Mont, 2001);
This addresses the basic fault of marketing : that of having the function of promoting consumption (Peattie, 1999; Peattie and Crane, 2005).
Academics claim that this business model can favour dematerialization of the economy (e.g. Giarini & Stahel 1992; Goedkopp 19999)
Product Service Systems (PSS)
Limitations
Environmental claims have been downcast of recent (Tukker & Tischner 206; Cook 2014)
Rebound effects (Manzini & Vezzoli 2003; Roy 2000)
Problems with implementation (Vezzoli et al., 2014)
Product Service Systems (PSS)
Implementations
- Low implementation rates in consumer markets (Catulli, 2012)
- PSS face an uphill battle in consumer markets because they do not offer enough value and control (Tukker, 2015)
“Consumers simply value owning things and having control over artifacts” (Tukker, 2015:130)
Product Service Systems (PSS)
Implementations: Consumer Response
Consumers would expect performance in terms of assurance, reliability, responsiveness and empathy. Health and safety important (Catulli, 2012)
Consumer would fear contamination, would refuse to identify with brand (e.g. Zip Car), see use as temporary. Some consumers see provision as sustainable (Bardhi & Eckhardt, 2012)
Product Service Systems (PSS)
Three Possible Perspectives to Adoption / Diffusion
Economic Rationalism
ABC Perspective (Attitudes, Behaviour, Choice)
Cultural Perspectives: Practice Theory (PT) (Mylan, 2015, Catulli et al., S)
Consumer Culture Theory (CCT) (Bardhi & Eckhardt, 2012, Catulli et al., 2013; Catulli et Al., S)
