PRODUCT- SERVICE SYSTEMS AND SUSTAINABILITY - 2007 Ezio manzini – carlo vezzoli

by Özümcan Demir 12/03/2015

HISTORIC PERSPECTIVE

Cleaner production

“Focus needs to be on not only products and services, but also the way that consumer needs and wants are defined and/or fulfilled and the ways companies and other stakeholders define their roles and relationships.”

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Sustainable consumption

-Industrial processes -Industrial products

- dematerialized consumption patterns

Can we read those relationships with Actor Network Theory?

PRODUCT- SERVICE SYSTEMS

“A Product-Service System can be defined as the result of an innovation strategy, shifting the business focus from designing and selling physical products only, to selling a system of products and services which are jointly capable of fulfilling specific client demands.”

PRODUCT- SERVICE SYSTEMS

designing and selling physical products only

selling a system of products and

services

WHICH ONE DO WE REALLY NEED?

owning a fancy washing machine

clean clothes

OR

¤  What are the other products that can be replaced by service systems?

PSS and SUSTAINABILITY

Sustainable Product-Service

Systems

“PSS do not necessarily lead to sustainable solutions.(…)PSS offer us a useful and promising concept to move in the direction of sustainability.”

re-orienting current unsustainable trends in production and consumption practices

PSS and COMPANIES “Compete and generate value and social quality while decreasing total resource consumption”

WIN-WIN SOLUTIONS for

-the producers/providers -the users

-the environment

1.  Services providing added value to the product life cycle

2.  Services providing “final results” for customers

3.  Services providing “enabling platforms” for customers

SERVICES PROVIDING ADDED VALUE TO THE PRODUCT LIFE CYCLE

Additional services to guarantee functionality and durability

1.

Delivery Maintenance

Repair

Up-grade

Substitution

Long-lasting serviceable products Materials can be easily re-used, replaced, recycled, composted or combusted

ALLEGRINI:CASA QUICK

1.

Home delivery distribution of detergents

Added Value:

Optimization of the distribution process

Packaging re-use

Reduction in raw material consumption and minimization of production processes

Environmental Benefits:

Economical Benefits:

Gain and keep loyalty of the consumers

Reduction in packaging cost=lower prices for the detergent

SERVICES PROVIDING “FINAL RESULTS” FOR COSTUMERS 2. “The producer maintains the ownership of the products and is paid by the client just for providing the agreed results. The customer benefits by being freed from the problems and costs involved in the acquisition, use, and maintenance of equipment and products.”

ODIN:ORGANIC VEGETABLES SUBSCRIPTION SYSTEM 2.

The consumer receives the produce by paying a fixed subscription fee

Final Result:

Most of the produce is grown regionally and organically.

No pesticides

No harm for local animal populations

Environmental Benefits:

Economical Benefits: The growers get financial security

Both packaging and transportation costs are minimized=Consumers benefit from lower costs of fresh vegetables

Odin gain loyal growers and customers

SERVICES PROVIDING “ENABLING PLATFORMS” FOR COSTUMERS 3. “The client obtains the desired utility, but does not own the product that provides it, and pays only for the time the product is actually used.”

AUTOSHARE: CAR SHARING SERVICE

3.

Members can use the cars via a telephone reservation system. They are charged only for the hours that they use the car.

Enabling Platform:

the reduction in car use per demand of mobility

the reduction of emissions which contribute to smog and climate change

 

Environmental Benefits:

Economical Benefits:

For those who travel less than 12,000 km per year by car, subscribing to, and using the AutoShare service, is cheaper than purchasing a private car.

Developed Countries “Proposed new mixes of products and services that are based on existing, though evolving, technological reality do require a cultural shift to redefine customer needs away from product ownership.”

Developing Countries “PS systems approach could reach and provide a widespread higher level of well being or utility at lower cost, because of the higher system efficiencies. In other words, it may represent a more promising and environmentally “lighter” path to contribute to industrial development.”

Market

differentiation

Market

expansion

REBOUND EFFECT outsourcing, rather than ownership of products, could lead to careless (less ecological) behaviors

CONSUMER BEHAVIOR

TRANSPORTATION COST

the total fuel cost and environmental impact may make the system non-viable in the long-term

UNDERSTANDING OF THE SOCIETY

If not understood clearly potential environmentally friendly solutions turn into increases in global consumption of environmental resources at the practical level

¤  What makes people accept and integrate new product/systems into their lives?

BARRIERS TO ADOPTING PSS ‘having a need or want met in a sustainable way’ as opposed to ‘owning a product’

CULTURAL SHIFT

LACK OF KNOWLEDGE AND EXPERIENCE

Service design methods&tools Service management systems

New tools to assess and implement PSS Personnel

LACK OF EXTERNAL INFRASTRUCTURE & TECHNOLOGIES

Product collection, re-manufacturing, recycling

Are there any other specific barriers for our country?

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¤  How can we design a system that makes cultural shift easier?