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Talk on changing technological trajectorties in a greener direction
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PREST MSc Seminars, November 2001
PRESTCRIC
Environment, Innovation,
and Business Strategies
Environment, Innovation,
and Business Strategies
Ian Mileshttp:///les1.man.ac.uk/cric/Ian_Miles
PREST MSc Seminars, November 2001
PRESTCRIC
The Bramble Bush 1The Bramble Bush 1
There was a man in our town, and he was wonderous wise; he jumped into a bramble bush, and pricked out both his eyes!
Male
Urbanised
Scientific “wisdom”
Rash action
Raw nature
Blinded
PREST MSc Seminars, November 2001
PRESTCRIC
The Bramble Bush 2The Bramble Bush 2And when he saw what he had done, with all his might and main he jumped right in the bramble bush and scratched them on again!
Late and contradictory realisarion?
Much effort required
Resolve the problem by using the same tools
PREST MSc Seminars, November 2001
PRESTCRIC
Why Clean Technology? Pressure on
Resources (ecosystems more than exhaustion)
Pollution and Waste - health and QOL
Styles of Production Styles of
Consumption
Hard to change LEVELS of production, consumption
Scope for changing METHODS of production, consumption
New technologies in products and processes
PREST MSc Seminars, November 2001
PRESTCRIC Clean and Cleaner:Technology for Sustainability
GOOD HOUSEKEEPING
CLEAN-UP / END OF PIPE
CLEANER / PROCESS IMPROVEMENT
INTEGRATED SOLUTIONS
GOOD HOUSEKEEPING
CLEAN-UP / END OF PIPE
CLEANER / PROCESS IMPROVEMENT
INTEGRATED SOLUTIONS
PREST MSc Seminars, November 2001
PRESTCRIC
Clean and Cleaner:GOOD HOUSEKEEPING
CLEAN-UP / END OF PIPE
CLEANER / Proc. Imp.
INTEGRATED SOLUTIONS
Optimise existing process; adjust machines, rmaintain them; regulate use of materials
; ;
change use of raw materials, consumables
adjust process to reduce input requirements and/or discharges; recycle wastes
remove pollutants from discharge; clean and filter, washing systems; remove dust and grease
PREST MSc Seminars, November 2001
PRESTCRICEnvironmental Concerns
; ;
Very long historry of concerns about air and water quality - laws in UK 500 years ago; during industrialisation,
“traditional pressure groups” with interests in nature
conservation, wilderness, parks, access to country, etc
PREST MSc Seminars, November 2001
PRESTCRICEnvironmental Concerns
1960s
1970s
1980s
1990s
Pesticides, agrochemicals - SILENT SRING - pollution as widespread but local ecological hazard
UN Rio Conf 92 -> “Sustainable development”. Style of growth; biodiversity, habitats...
Acid rain; Chernobyl; 1985 Antarctic survey -> Ozone holes; Climate Change (IPCC 88); Green parties grow
Institutionalisation (EPA, DoE 1970) - UNCED Stockholm 1972); LIMITS TO GROWTH 1972; new pressure groups; but economic crises, oil shock, neoconservativism
Population explosion - GROWTH as problem
GLOBAL problems, associated with (numerous) specific practices, pollutants
GROWTH as problematic; splitting of green concerns
New problems recognised - BSE and other health threats; pseudoestrogens, etc - and much controversy
PREST MSc Seminars, November 2001
PRESTCRICEnvironmental Concerns
1960s
1970s
1980s
1990s 2000s...
; ;
Env concerns are VERY diverse, experienced differentially,
evolving
Patterns of emphasis and possible solutions are changing
Misleading to suggest that concern is merely product of
affluence
PREST MSc Seminars, November 2001
PRESTCRIC
Environment NOT regarded as value
in itself
Environment as Externality, as Commodity
POLLUTION OF:air
landwater
organisms POLLUTION BY:
gasesliquids
particulateschemicals
heatradiation
noise
DEPLETION OF:raw materials
arable landenergy resources
biological resourcesnature/wilderness
CONSEQUENCES:local and global problems
impacting biosphere, ecosystems, human welfare, economies
PREST MSc Seminars, November 2001
PRESTCRIC
Innovation studies are Not greatly connected yet with
new environmental economics; nor into related
policy discourse e.g. on eco-taxes
Some key concepts for analysis of clean(er) technology are TECHNOLOGICAL :
INNOVATIONS TRAJECTORIES
REGIMES REVOLUTIONS
Innovation Research
PREST MSc Seminars, November 2001
PRESTCRIC
Tech-Fix? Panacea?Only part of solution?Tech development not so easy to
shape - “technology paradigms” UNEVEN INFLUENCE from SPECIFIC actors: stocks of acquired knowledge drawn upon (inc. meta-
knowledge) inbuilt occupational structures, professional qualifications company accounting, reporting practices contexts of technology use: physical arrangements, supply
chains, regulations, infrastructures
…Substantial change is liable to involve
shift on many of these dimensions; considerable time to consolidate. Most innovations incremental within established paradigms.
Technological revolutions can induce paradigm shift. Can greening?
PREST MSc Seminars, November 2001
PRESTCRICDrivers for Clean(er)
Technological ChoicesPRESSURES: regulatory tax regimes consumer community other
stakeholders; management philosophies
Source: based on Alan Irwin & Paul Hooper, 1992, “Clean Technology, Successful Innovation & the greening of industry”
Business Strategy and The Environment
COMMERCIAL CALCULATION: improving production processes
saving materials saving energy
reducing costs for waste disposal/treatment new market opportunities (product & process)
PREST MSc Seminars, November 2001
PRESTCRICProspects for
Clean(er) TechnologiesINNOVATIVE SUPPLY:Technological
opportunitiesMarket and social demandAppropiability
Source: Rene Kemp et al
INNOVATIVE DIFFUSION: Price and quality of products
Knowledge & information Risk and uncertainty
PREST MSc Seminars, November 2001
PRESTCRICBut are incremental
changes enough - even lots of them?
Creating a new trajectory? Will enough practice
accumulate to form new routines?
New generic technologies?
PREST MSc Seminars, November 2001
PRESTCRIC
Change in Trajectory Innovations continue to improve in
specific performance features: this is a reinforcing feature
In this case, reduced use of resources, less pollution & waste
Less liable to be offset by change in demand and by subsequent innovations
PREST MSc Seminars, November 2001
PRESTCRIC Technological Regime
Technological
Trajectories
Selection Environment
: Demand, Regulations, InstitutionsR&D
DecisionsIndividual firm: accumulated knowledge, corridor, path dependent
PREST MSc Seminars, November 2001
PRESTCRIC• How is change in
Technological Regime toward Cleaner
Technologies happening - if it is?
How can it be further facilitated?
PREST MSc Seminars, November 2001
PRESTCRIC
“Clean” TechnologyOne-off, discrete changes versus
continual change along trajectoryResponses to specific pressures
rather than embodiments of new criteria
R&D following established lines and methods rather than being substantially reoriented
PREST MSc Seminars, November 2001
PRESTCRIC
Technological Development driven by regimes, paradigms
- even when solutions to problems sought, these may be developed
withi the perspective of such opportunities - thus IT, biotech, etc.
Lamp Posts and Keys
PREST MSc Seminars, November 2001
PRESTCRIC
Changing Technological RegimesChange
organisational structures of R&D
Change methods and
practices of R&D
• Change Knowledge Base used in Product and Process
Development
PREST MSc Seminars, November 2001
PRESTCRIC
OSTRICHESCHICKEN LICKENS
PALE GREEN HORNETS
BRIGHT GREEN HORNETS
ROBIN HOODSGREEN GIANTS
Industrial Evolution
PREST MSc Seminars, November 2001
PRESTCRIC
OSTRICHESCHICKEN LICKENS
PALE GREEN HORNETS
BRIGHT GREEN HORNETSROBIN HOODS
GREEN GIANTS
Industrial Evolution 1Hostile to environmental
concerns, activists
Keen to argue, contest
Declines to take action
(might be “scientificaly correct”, but at odds with public/regulatory
perceptions)
PREST MSc Seminars, November 2001
PRESTCRIC
OSTRICHESCHICKEN LICKENS
Industrial Evolution 2
Reactive, regulatory response (sometimes, market-driven response) resulting in minor
technical changes; environment seen as threatening, compliance dominates
PREST MSc Seminars, November 2001
PRESTCRIC
OSTRICHESCHICKEN LICKENS
PALE GREEN HORNETS
Industrial Evolution 3
Reactive, but environment seen as offering some opportunities, not just as a cost.
Compliance dominates, but more foresight involved.
PREST MSc Seminars, November 2001
PRESTCRIC
OSTRICHESCHICKEN LICKENS
PALE GREEN HORNETS
BRIGHT GREEN HORNETS
Industrial Evolution 4
More attention to underlying technologies, seeing these as providing competitive
opportunities.
PREST MSc Seminars, November 2001
PRESTCRIC
OSTRICHESCHICKEN LICKENS
PALE GREEN HORNETS
BRIGHT GREEN HORNETSROBIN HOODS
Industrial Evolution 5
New technological directions actively sought, seen as providing radical alternatives to
existing product lines, possibly completely new businesses.
PREST MSc Seminars, November 2001
PRESTCRIC
OSTRICHESCHICKEN LICKENS
PALE GREEN HORNETS
BRIGHT GREEN HORNETSROBIN HOODS
GREEN GIANTS
Industrial Evolution 6Cleaner technological regimes promoted. Firms products challenge other product systems or industrial sectors, providing
similar final functionality but avoiding major processes causing environmental damage (e.g. nonCFC / CFC substitute refrigeration,
telecomms instead of business travel).
PREST MSc Seminars, November 2001
PRESTCRICWhere does the
impetus come from?Compliance still dominates.Litigation important, esp USA.In few sectors, new customer
concerns, markets. Saving costs - esp. energy.Technological opportunities -
esp. biotech and IT.
PREST MSc Seminars, November 2001
PRESTCRIC
Changing Technological Trajectories
Variety of Firm-specific procedures and routines - e.g. ban use of Hg, institute choice algorithms around mass, radiation, etc.
Contested applications of bioscience. Energy conservation, CHP, and clean
energy production systems very generic. “Social technology” - env. management?
PREST MSc Seminars, November 2001
PRESTCRIC
Environmental ManagementMuch analysis of policies and
views - case studies, surveysInnovations frequently
mentioned… but...Little attention to R&D in EM
guidesLittle theorisation of innovation
processes
PREST MSc Seminars, November 2001
PRESTCRIC Environmental Management: Programmatic Choices
Structure For Env Policy Mechanisms to review, monitor env perf. Incentives, controls to encourage env ach. Guidelines, tools for env investments Methods, tools for env decision-making Guidelines for comm. with stakeholders
source: Sandra Rothenberg, James Maxwell, Alfred Marcus 1992, “Issues in the Implementation of Proactive Environmental Strategies” Business Strategy & the Environment vol 1 pt 4
PREST MSc Seminars, November 2001
PRESTCRIC Environmental Management: Programmatic Choices
Structure For Env Policy
Mechanisms to review, monitor env perf.
Incentives, controls to encourage env ach.
Guidelines, tools for env investments
Methods, tools for env decision-making
Guidelines for comm. with stakeholders
To internalise & meet regulatory and
PROACTIVE environment goals. Should allocate env.
Responsibility, specify flows of
information (int. & ext.), offer
guidelines on meeting goals
PREST MSc Seminars, November 2001
PRESTCRIC Environmental Management: Programmatic Choices
Structure For Env Policy Mechanisms to review,
monitor env perf. Incentives, controls to
encourage env ach. Guidelines, tools for env
investments Methods, tools for env
decision-making Guidelines for comm. with
stakeholders
Close monitoring may well be required to avert potentially
severe consequences. Main methods are liab;le
to be direct reporting of env
activity, env auditing
PREST MSc Seminars, November 2001
PRESTCRIC
International Chamber of Commerce/ Environment Protection Agency list of
essential elements
source: A Zich, 1991, “Keeping Tabs on Risky Business” Tomorrow vol 1 no 2 pp 24-29
Environmental Audits Full Management CommitmentAudit Team: Objectivity,
CompetenceDefined & Systematic ProceduresDocumented & Written ReportageQuality Maintenance of Auditing
SystemActive Implementation & Follow Up
Moves toward national & international auditing
standards - e.g. BS7750
Courses running, curricula developed
Software for decision support re compliance
PREST MSc Seminars, November 2001
PRESTCRIC Environmental Management: Programmatic Choices
Structure For Env Policy Mechanisms to review,
monitor env perf. Incentives, controls to
encourage env ach. Guidelines, tools for env
investments Methods, tools for env
decision-making Guidelines for comm.
with stakeholders
Programmes to motivate staff,
ensure understanding;
performance evaluations;
recognise & reward innovations; emphasise
commitment, encourage action.
PREST MSc Seminars, November 2001
PRESTCRIC Environmental Management: Programmatic Choices
Structure For Env Policy Mechanisms to review,
monitor env perf. Incentives, controls to
encourage env ach. Guidelines, tools for
env investments Methods, tools for env
decision-making Guidelines for comm.
with stakeholders
Traditional accounting methods
may even fail to identify short-term
financial paybacks, let alone long-term
savings and avoided costs; new tools for financial evaluation
may be needed
PREST MSc Seminars, November 2001
PRESTCRIC Environmental Management: Programmatic Choices
Structure For Env Policy Mechanisms to review,
monitor env perf. Incentives, controls to
encourage env ach. Guidelines, tools for env
investments Methods, tools for
env decision-making Guidelines for comm.
with stakeholders
Tools to evaluate env impacts of decision
making about production and products ( & R&D!);
to record company activities & risks.
Guidance for employees, decision support for
managers confronting uncertainty
PREST MSc Seminars, November 2001
PRESTCRIC Environmental Management: Programmatic Choices
Structure For Env Policy Mechanisms to review,
monitor env perf. Incentives, controls to
encourage env ach. Guidelines, tools for env
investments Methods, tools for env
decision-making Guidelines for comm.
with stakeholders
To internalise & Aimed at gaining
external (and internal) support.
Methods may include participation in env debates and
fora, financial support of env
activities in communities, etc
PREST MSc Seminars, November 2001
PRESTCRIC
Changing TrajectoriesChanging Knowledge BaseChanging Decision CriteriaNew Perceptions liable to
follow, with environment moving from constraint to opportunity
PREST MSc Seminars, November 2001
PRESTCRIC
… and will it be enough? World population and economic
growth: how can everybody have decent living standards?
Can improving QOL be decoupled from increasing material consumption?
Oops! Politics...