Kenniskring

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Sustainable innovation and cradle-to-cradle
Saskia van Stroe-Biezen Professor of Innovation
Management in International Perspective
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• Rapid changes ask for innovation
• 4 Key Success Factors (KSFs)
• Vision and strategy (lesson 5/6)
• Sustainability (lesson 5)
• Customer insight (lesson 7)
• Team creativity and social networking (lesson 8)

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Sustainability Customers and society ask for
it and the world asks for it!
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How to come to a vision?

Product
Market
Organisation
POM model Thinking model of Smart Group
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The urgency of sustainable innovation!

• Lifespan products decreases
• Personification of products
• Many products from Asia
• Substitution of metals by plastics
• Increase in usage of high-tech in products
• The world becomes smaller
• The market is increasing
• Less and less fossil fuels
• CO2 increases
• Climate change
• Acidification of our seas by CO2
• Deforestation, mainly in the Third World
• Depletion of top soil
• Use of farmland for biomass cultivation
• Famine
• Wars and conflicts
• Political tensions

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• Cradle-to-Cradle
• sustainability from a new perspective

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• Introduction films
• NL Tegenlicht tv-programme
• http//www.vpro.nl/programma/tegenlicht/aflevering
  en/30458986/
• DE Nie mehr Mull
• (till 11.30 min)
• http//www01.wdr.de/tv/diestory/videos/uebersicht.
  jsp
• Discuss in small groups
• the things you liked about Cradle-to-Cradle and
• the things you think are unrealistic/idealistic
• Report back to the group

Attention select feb 2010
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• Cradle-to-Cradle
• sustainability from a new perspective

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Cradle-to-Cradle less bad is not good!
Eco-efficiency Avoidance Minimalisation Reduction
Guilt-management less bad
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Cradle-to-Cradle less bad is not good!
Eco-efficiency Avoidance Minimalisation Reduction
Guilt-management less bad
Eco-effectiveness Opportunities Innovation New
ways Abundance good!
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• How to do it in a good way?
• 4 golden rules for C2C

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• Golden rule 1
• Our waste equals our food

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• Our waste equals our food
• Food for the biosphere (compostable, give it back
  to nature)
• Food for the technosphere (recycle, dont
  downcycle!)

• Design
• Keep bio and techno separate
• Easy disassembly

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BIOLOGICAL cycle
Regenerate
Take
Make
Make
Regenerate
Take
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TECHNICAL cycle
Regenerate
Take
Make
Make
Regenerate
Take
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Eco-effectiveness waste food
Cherry tree in full blossom
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• Examples
• C2C book
• Herman Miller chair
• gDiapers flushable diaper
• http//www.gdiapers.com/gdiapers101/watch-the-
  videos

• 96 recyclable
• 42 from recycled material ?
• Made with green energy

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• Golden rule 2
• The sun is our income

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• The sun is our income
• the sun delivers thousands of times more energy
  than we need on earth!
• technology opens a lot of possibilities

Buildings Energy-neutral
Transportation solar car

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• Golden rule 3
• Our air, soil and water are healthy

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• Our air, soil and water are healthy
• Dont use bad raw materials
• For many toxic raw materials good and safe
  alternatives are available
• No uncontrolled burning of waste

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• Golden rule 4
• Respect diversity

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• Respect diversity
• Diversity in flora and fauna ? avoid
  monocultures
• Diversity between countries/cultures ?dont
  grow crop on a non-suitable location ?solutions
  for sustainability are locally determined?transpo
  rt how to enjoy e.g. Parma ham, exotic fruits
• Seasonal diversity? eating strawberries in
  winter asks for a lot of transport

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• Holistically sustainable innovation

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Cradle-to-cradle celebrate Ecology AND Economy
AND Equity
the 3 Es
But we need to add an E!
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• Holistic approach
• ?We need Embedment to make it structural!

Embedment
Ecology
Equity
Economy
The sustainability tetrahedron the 4 Es
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We have seen an urgency for sustainability
and Cradle-to-cradle as a sustainability
philosophy
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• Three possible perspectives
• Do nothing the world down the drain
• Delay eco-efficiency
• A beautiful world for generations to come
  eco-effectiveness

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Is there also an urgency for any randomly chosen
sector?
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Is there also an urgency for any randomly chosen
sector?
ICT
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Urgency for ICT?
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Urgency for ICT?
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Urgency for ICT?
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(No Transcript)
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Impact of ICT on the three Es

• Short product life cycle
• Toxic materials
• High material usage
• Waste to Third World countries
• Electricity usage

• Electricity usage
• Paper usage (x3 within 10 years)
• Increase of raw material costs

• Waste to Third World countries
• Brain-drain Third World countries
• Way of collaboration (mail iso meeting)

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2 Mb

0,5 kg
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How can we do it differently?

• Eco-efficient
• Design for disassembly/design for
  modulation/upgrading/extension
• Default duplex printing and 2 pages per A4
• Etc

• Eco-effectief
• Use different materials
• Use solar energy
• Use washable paper
• Store released heat in the ground
• Heat wheel
• Etc.

Google covered 90 of its head quarter roof
surface with solar panels
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Apply what youve learnt to the company of your
choice and determine key opportunities for this
company