emiliano duch workshop

The environmental industries

cluster initiative in Vastra

Gotaland case support slides

European Club of Cluster Managers launchBreak out session: Cluster Excellence Initiative- Example of training materials: Practical case on industry analysis

Prof. Emiliano Duch, IESE Business SchoolBrussels, 29th September2010

These slides have to be interpreted with the explanation given in class, and are intended as support to the

discussion of the case “The environmental industries cluster in Vastra Gotaland”, not for use outside this

workshop

29/09/20102

How? The CRI Methodology

PR

OC

ES

S

AN

AL

YS

IS

INT

ER

NA

L

THE THREE

PILLARS OF WISDOM

29/09/20103

CLUSTER ANALYSIS IN 10 STEPS

1-Cluster Mapping

Value

chain

2-Strategic Segmentation

3-Segment Attractiveness' Evolution (5 F)

8-Benchmarking our cluster against reference/ ideal cluster

7- Ideal Value Chain and cluster Diamond for chosen option

6-KSFs for the most innovative option

4-Advanced BPC analysis

5-Generic Strategic Options for the future

9-Feasible strategic options for cluster companies

10-Areas to improve at company and cluster level

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1-Cluster Mapping

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NEED RIGHT STRATEGIC FOCUSSING

ZOOMING IN FOR DISTINCT STRATEGIC

SEGMENTS

ZOOMING OUT FOR COMPLEX INTER-CLUSTER

VALUE SYSTEMS

CLUSTERS AS A UNIT FOR STRATEGY ANALYSIS AND

FORMULATION

1- Cluster Mapping

29/09/20105

Environmental Companies in

Västra Götaland – north, eastBransch samtliga företag

0

5

10

15

20

25

30E

nerg

iopt

imer

ing

För

nyel

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nerg

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Luft

Mar

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Milj

öanp

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ets

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rt

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ning

Övr

igt

Företag

1-Cluster Mapping: Environmental Cluster VGR

29/09/20106

Förklaring

Ventilation Cluster

Komponentleverantörer

Installatörer

Konsultföretag

Systemleverantörer

Kunskapsöverförings-, FoU-,

och Utbildningsinstitutioner

Kundgrupper

Grossister, Återförsäljare

Delsystemleverantörer

Branschorganisationer

Övriga

1-Cluster Mapping: Environmental Cluster VGR

29/09/20107

Undersystemleverantörer- KABONA AB- Honeywell INU Control AB- IMI Indoor Climate

Förvaltning-Västra Götalandsregionen-VISANU-programmet

Branscharrangemang-IKK-Pollutec-

Komponenttillverkare- ABC ventilation/Boras AB-Scanfilter-Bevent Rash-Camfil Filter-Mondial filter

Branschorgan- Eurovent / CECOMAF- - Svensk ventilation

Installationsföretag-- Bravida AB-- Medin Ventilation AB--YIT Building System AB-- Öman Klimatteknik

Certifieringsorgan- Eurovent- SP- Swedac

Kunskapsöverföringsorgan-- Forskningsinstitutioner-Branschforskningsinstitut

Kontrollfunktioner- OVK

Forskningsinstitutioner-- Chalmers-- Högskolan i Borås

Systemleverantörer-- PM Luft AB- Aeolus Ventilations AB

VVS/Energi Konsulter -Arkitekter- Entreprenadplanering-- VVS Controll-- ÅF-- Bengt Dahlgren AB-

Utbildningsinstitutioner-- Chalmers-- Högskolan i Borås-- SIFU

Kommersiella/ industriella byggnader

Sjukhus-Västfastigheter-Borås Lasarett

Bostäder- Bostads AB Poseidon

Skolor/offentliga byggn. - Akademiska Hus

KUNDER

Serviceföretag- Bravida- Klimat Comfort

Byggföretag- Vastbygg- Skanska- NCC Teknik

Ventilation Cluster in Boras

29/09/20108

SIAQ, a more attractive business?

Energi Effektivitet

Luftkvalitet

HVAC LEVERANTÖRER

SUSTAINABLE INDOOR AIR

QUALITY, SIAQ

Pris på Utrustning

Prestanda på Utrustning

3-Segment Attractiveness’ Evolution

(Ventilation cluster in VGR)

29/09/20109

Threat of new

entrants

Threat of substitutive

products or services

Bargaining power of

customers

Bargaining power of

suppliers

Jockeying for position

among current

competitors

3-Segment Attractiveness’ Evolution

29/09/201010

Is this an attractive business?

Ventilation equipment business

Low barriers to entry, plenty of substitutes and increased competition

result in industry with low margins

•Low because no sophisticated technology

•Easy substitution (open a window)

B. Of E.

Pdts of Subst.

Intensive competition

Providers Customers• Big and powerful clients

• Standard components and providers

Strong suppliers and buyers (construction co.) take margins

Providers

Customers

B. Of E.

Pdts of Subst.

HVAC Sub contracting

+

29/09/201011

Is this an attractive business?

Indoor Air Quality service business

High barriers to entry, no substitutes and reduced competition result in industry

with higher margins

•Low because no sophisticated technology

•Easy substitution (open a window)

B. Of E.

Pdts of Subst.

Intensive competition

Providers Customers• Big and powerful clients

• Standard components and providers

Strong suppliers but by selling service directly to final owners we

overcome power of construction co.

Providers

Customers

B. Of E.

Pdts of Subst.

HVAC Sub contracting

+

29/09/201012

At company level

FIRM INFRASTRUCTURE

HUMAN RESSOURCES MANAGEMENT

TECHNOLOGY DEVELOPMENT

PROCUEREMENT

INBOUND

LOGISTICS

OPERATIONS

OUTBOUND

LOGISTICS

MARKETING

AND SALESSERVICE

PRIMARY ACTIVITIES

SUPPORT

ACTIVITIES

Companies compete operating activities, in which you can find

their competitive advantage

7- Ideal Value Chain

29/09/201013

At Cluster level

Firm strategy,

structure and

rivalry

Demand

conditions

Related and

supporting

industries

Factor

conditions

Govern

ment

7- Ideal Value Chain and Diamond

29/09/201014

A Ventilation cluster division


















KUNDER



29/09/201015

An IAQ service cluster integration


















KUNDER



29/09/201016

Who is doing it already?

FINISH SIAQ R+D ACTIVITIES

TEKES Productive Office 2005 project

GENANO, nanotechnology for SIAQ

– MFI method for ultra-fine particles

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/ED inserts/Genano Ltd.htm

29/09/201017


FINISH INTERNATIONALIZATION ACTIVITIES

Hosting of ISIAQC headquarters

– Newsletter,…

Healthy Buildings Conference 2003

– Papers presented 290

– Finland 29

– Denmark 15

– Germany 15

– Sweden 14

– Lifa Air sponsorship

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/ED inserts/Welcome to ISIAQ.htm

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/ED inserts/Healthy Buildings 2003.htm

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/ED inserts/LIFA AIR - Responsibility for tomorrow.htm

29/09/201018


SIAQ DEMAND INITIATIVES IN FINLAND

Indoor Air Year 2002

– 130.000 brochures distributed

– 15 seminars for real estate professionals (1000)

– 80 indoor air groups in municipalities

Classification of Indoor Air Climate 2000

– Developed by collaboration between IAQ

sector, architects, building owners and

construction industry associations

Finish Society of Indoor Air Quality and ClimateA scientific/commercial non profit organization

Norway Sweden SE

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/ED inserts/Sisäilmayhdistys.htm

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/INPUTS/Norsk innemiljøorganisasjon - NIO.htm

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/ED inserts/Norsk innemiljøorganisasjon - NIO.htm

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/INPUTS/Norsk innemiljøorganisasjon - NIO.htm

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/ED inserts/-- swesiaq_org avstängd --.htm

../../1-ACD/1.1 EVENTS/08 1201 Washington BID Traning/9- BCSS/BCSS 2007/VISANU 190404/INPUTS/swesiaq_se.htm

29/09/201019

SIAQ klusterprojekt (DS)

The CCR survey (HN)

Strategic response to industry changes (ED)

Immediate actions of the VGR SIAQ cluster

– “Green Indoor Air” label (SP-ES, IMU)

– SIAQ awareness campaign 2004-2006 (SP-JRN)

– The Boras model (LFK)

– VGR SIAQ procurement enhancement (VGR-GS)

– Pilot experience: Vastfastingheter (VFH)

– SIAQ cluster alliances programme (VGR- HN)

– Vertical cluster alliances examples (PM, EP)

– “SWEDISH SIAQ CLUSTER” group (SP-JRN)

10- Areas to improve at company + cluster level

29/09/201020

Results: Change of business model

29/09/201021

Energizing Indoor Climate

Think of us as a leaf on a tree. Stifab Farex and PM-Luft, two companies with a long history behind them, two companies with huge experience and numerous traditions, are now known as Swegon. Our job is to remove anything undesirable from the air –and to add what’s missing. This is how we create healthy and energizing indoor environments, where the focus is on the occupants and well-being is a prime concern.

Akademiska Hus is a 100% public owned real-estate company, privately managed

Owns and manages universities and research institutes in Sweden:

– 3.5 M sqm, turnover 2007: 470 M€

– Design, building, refurbishment, maintenance, development solutions

Reduction of their consumption per m2 by two in 6 years

Change of business model example

User driven innovation from Akademiska Hus allows its suppliers stability for product development and pilot experiences

IDCC Intelligent Diffuser for Climate Control:

Saves 90% of warm air50% electricity in ventilations20% as radiatorAnd 25% less investment

Software and hardware for building data acquisition and analysis:

10,000 data points from Akademiska Hus buildings analyzed per hour

Change of business model example

29/09/201024


1-Cluster Mapping

Value

chain










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emiliano duch workshop

Technology

cluster analysis

cluster mappingclusters

diamondat cluster level

cluster compa niesab

nd cluster level valuechain

nd cluster dia mond

pm luft ab

bravida ab vastbygg