Intelligent Product Design

  • The aim of this thesis is to generate reality-based hypotheses about the opportunities and obstacles that create the implementation of Cradle to Cradle for the companies Jules Clarysse NV and Steelcase Inc.1 It discusses further which marketing-mix is appropriate for Cradle to Cradle products. Therefore exploratory expert interviews have been conducted with both companies. The empirical part is introduced by a literature study. From marketing perspective, the Cradle to Cradle approach for product design is investigated while taking into account that academic literature categorizes the concept on the one hand as consistent sustainability strategy, on the other hand as sustainable design. Moreover, the broad use of the expression design, within the literature of the Cradle to Cradle founders, is analyzed. Here, Cradle to Cradle design is holding out the prospect of Triple Top Line growth, rather than meeting only the economic bottom line. In regard of aesthetics, Cradle to Cradle aspires diversity in contrast to prevailing principles of Functionalism and universal design solutions. The ´hidden´ design assignment of Cradle to Cradle, service design, is highlighted as sphere that should be progressed. All these considerations form the interview guideline. The interviews serve as reality check whether there result Triple Top Lines and new service models for the companies and explore how aesthetics and tools of the marketing-mix are handled in Cradle to Cradle practice.

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Metadaten
Author:Mira Heinz
URN:urn:nbn:de:gbv:luen4-opus-143911
URL: https://pub-data.leuphana.de/frontdoor/index/index/docId/756
Document Type:Bachelor Thesis
Language:English
Year of Completion:2012
Date of Publication (online):2016/03/04
Publishing Institution:Leuphana Universität Lüneburg
Release Date:2016/03/04
Tag:Cradle to Cradle design; circular economy; eco-effective products; marketing–mix; sustainable design
GND Keyword:Nachhaltigkeit; Ökologie; Wirtschaftskreislauf; Marketing-Mix; Serviceorientierte Architektur
Institutes:Fak 2 - Wirtschaft und Gesellschaft (alt) / BWL
Dewey Decimal Classification:3 Sozialwissenschaften / 33 Wirtschaft / 333.7 Natürliche Ressourcen, Energie und Umwelt