Download - Open window on sustainable material innovation: evidence from Flemish production industries
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Open window on sustainable material innovation: evidence from Flemish
production industries
Ann Crabbé and Veronique Van HoofERSCP conference, 27.10.2010
www.openraam.eu
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Content
Open Window project Aim Working plan
Reflections on meta-level scale of company testimonies 3P evaluation grids
• benefits of individual sustainable material innovation (SMI) cases
• analysed with respect to people, planet and profit
Drivers & barriers for SMI• On micro, meso and macro level
Conclusions
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Funnel
TestimoniesTestimonies
- Interviews- Evaluation reports- Interviews- Evaluation reports
Opportunity scansOpportunity scans ImplementationImplementation
inspirationinspiration scansscansimplementation
projectsimplementation
projects
Aim: creating awareness of possibilities for increasing product and production process sustainability through material innovation
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Inspiration: www.openraam.eu
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Material life cycle
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Results: SMI in production processes
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Results: SMI in products
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Drivers and barriers for SMI
• Plural interviews with business representatives:• selection of inspiring cases• identification of drivers and barriers
• Classification of drivers and barriers: • Micro level: individual company• Meso level: networks of companies• Macro level: system/society
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At micro level
• Financial risk of green investments
• “No green innovations without a considerable financial basis.”
• “Wearing the hat of the R&D manager, I would most certainly invest again in our [sustainable innovation], but from the perspective of shareholder I have my doubts. The problem is that investments require a certain payback time. In our company, it is very clear that finance would rather get rid of the capital-intensive innovations the R&D department comes up with.”
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At micro level
• Position and role of green advocates
• “Our CEO is really passionate about green thinking and sustainability. He continuously stresses the importance of sustainable development in the business’ strategy. He hardly ever talks about anything else (laughs).”
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At meso level
• Finding cooperative and satisfying suppliers
• “We wanted to innovate sustainably with a new material, so we talked to our suppliers. They considered it a strategic fit and were very enthusiastic. You cannot imagine how important that was for us to start off with our innovation.”
• “You need formal agreements with suppliers, not at least because of intellectual property issues.”
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At meso level
• Customers demands for green products
• “Ten years ago, recycling was still an ugly word for many people and industries. But times have changed remarkably. Today it is really fashionable to say: we use recycled materials. Even in sectors that are traditionally rather conservative.”
• “Customers are green, but only until they reach the cash desk.”
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At meso level
• Access to knowledge centres and networks of expertise in- and outside the sector
• “You nearly have to be an expert to retrieve the desired information”
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At macro level
• Socio-economic pressures
• “Never waste a good crisis!”
• Pressure from the booming Chinese production industry
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At macro level
• Pressures from European and other regulations
• “You have to follow discussions at European level and read articles on what is about to come on the legislative level: you have to be pro-active and anticipate on what you think is about to come”
• “Contemporary European product norms favour [a competing product]. (…) In my view, we have to get rid of these specific product norms as soon as possible. Europe should come to insight.”
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At macro level
• Pressure from NGO’s and the media
• Restore a bad reputation
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Conclusion
• Sustainable material innovation is of major importance for the future of our economies
• Companies must not led themselves be blinded by highly pitched expectations on fundamental and radical change towards other production processes and consumption patterns
• Business testimonies in Flemish production industry
equally important to invest in discrete improvements