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Design Science Journal
Papers

Using Product Innovation as Eco-Branding to encourage Sustainable Lifestyles - An Exploratory Student Approach to Business Strategy

Using Product Innovation as Eco-Branding to encourage Sustainable Lifestyles - An Exploratory Student Approach to Business Strategy

Year: 2011

Section: Sustainable and Universal Design

Editor: Kovacevic, Ahmed, Ion, William, McMahon, Chris, Buck, Lyndon and Hogarth, Peter

Author: Selvefors, Anneli; Rahe, Ulrike; Karjalainen, Toni-Matti

Series: E&PDE

Section: Sustainable and Universal Design

Pages: 337-342

Abstract

Recently, new market demands and customer expectations have forced companies to expand their commitment to sustainability and to offer new eco-friendly solutions. It is therefore of increasing importance for companies to expand their product portfolio with new sustainable and innovative designs. New product solutions have the ability to change how we as individuals live and use resources in our everyday life. This offers great opportunities for companies and designers to use creative technology innovation as a tool to promote new sustainable lifestyles. This paper discusses the challenge of eco-branding and how an exploratory approach to this has been used in a number of student projects. Based on in-depth analyses of different brands and their existing products, students created ten new brand, product and service concepts. The sustainability aspect was particularly stressed both in the created concepts and in the accompanying business and brand strategies. In the paper, we report on the overall description of the project as well as the overall results. Finally, we will describe one case in more detail and discuss the project approach in regards to the actual result and contribution to the student learning experience and insight on eco-branding.

Keywords: Branding, Product innovation, Sustainable lifestyles, Communicating sustainability, Business strategy

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ds conferenceE&PDE 2011: Design Education for Creativity and Business Innovation

E&PDE 2011: Design Education for Creativity and Business InnovationThe London E&PDE2011 conference is a unique opportunity for educators, practitioners and students from design-related fields to meet and exchange experiences in connecting design and business through creativity and innovation. This, the 13th International Conference on Engineering and Product Design Education, will be held at City University, London, an educational institution for business and the professions, conveniently located in Central London - one of the most vibrant business and design...

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Special Interest Group (SIG)Design Education

Design EducationTo bring together academics, designers, training professionals and others throughout the world who have an interest in design education at the tertiary level....

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Keywords
Design 2010