Sustainable Innovation

Question 1

The Role of Design in Sustainable Innovation:

Ecological Modernisation

Answer 1

“The only way out of ecological crisis caused by industrial development is to move into further industrial development” (York and Rosa, 2003)

Question 2

The Technological Imperative

Answer 2

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

Question 3

The Technological Imperative: Sectors of Interest

Answer 3

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)

Question 4

The Technological Imperative: Substitute Technology

Answer 4

Wind power? Nuclear? Idro-power? Solar?

Personal Transport: electric cars?

House life: label A appliances? Smart metering?

Question 5

The Technological Imperative: Associated Concepts - INDUSTRIAL ECOLOGY

Answer 5

Industrial Ecology - a view to optimizing material and energy flows in the economy in a similar way to that of eco-systems (Hess, 2010)

Question 6

The Technological Imperative: Associated Concepts - INDUSTRIAL SYMBIOSIS

Answer 6

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).

Question 7

Co-Branding Proposition?

Answer 7

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

Question 8

Problems with Ecological Modernization?

Answer 8

• 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

Question 9

Barriers to Diffusion:

1) A Diffusion to Innovation View

Answer 9

Breaking up the market….(the innovation segments)
Compatibility
Complexity 
Observability
Relative advantage 
Triability

Question 10

Barriers to Diffusion:

2) The ABC Perspective

Answer 10

COMPLETE FROM NOTES ON iPAD

Question 11

Barriers to Diffusion:

3) The Practices Perspective

Answer 11

COMPLETE FROM NOTES ON iPAD

Question 12

Sustainable Service Innovation:

Product Service Systems (PSS) definition

Answer 12

• 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)

Question 13

Product Service Systems (PSS)

Consumer Markets

Answer 13

Zip Car

Uber

Some services of food delivery

Question 14

Product Service Systems (PSS)

Typology

Answer 14

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

Question 15

Product Service Systems (PSS)

Performance

Answer 15

• 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)

Question 16

Product Service Systems (PSS)

Environmental Benefits

Answer 16

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)

Question 17

Product Service Systems (PSS)

Limitations

Answer 17

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)

Question 18

Product Service Systems (PSS)

Implementations

Answer 18

• 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)

Question 19

Product Service Systems (PSS)

Implementations: Consumer Response

Answer 19

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)

Question 20

Product Service Systems (PSS)

Three Possible Perspectives to Adoption / Diffusion

Answer 20

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)