Page 35 - Hojnik, Jana. 2017. In Persuit of Eco-innovation. Drivers and Consequences of Eco-innovation at Firm Level. Koper: University of Primorska Press
P. 35
Eco-innovation 35
2) market orientation, where the goal is to satisfy needs and be competi-
tive on the market; 3) the environmental aspect, all four innovation no-
tions aim to reduce negative impact (optimum or zero impact); 4) phase
in the lifecycle; 5) impulse, where the intention for reduction is ecolog-
ical or economical; and 6) level – setting up a new innovation or green
standard for the firm (Schiederig et al. 2012). Finally, we should differen-
tiate sustainable innovation from eco/green/environmental innovation,
because sustainable innovation implies a broader concept and adds to the
aforementioned dimensions a social dimension (Schiederig et al. 2012).
In order to provide an instrument to identify and analyze the differ-
ent characteristics and features of green products and practices, Dangel-
ico and Pontrandolfo (2010) have developed The Green Option Matrix
(GOM), which integrates different dimensions of green products. The
three-dimensional GOM encompasses the following dimensions (see Ta-
ble 3):
- Phase of the product lifecycle: with regard to this dimension, the
authors have considered three main phases: before usage (inclu-
ded materials extraction, production processes and transportati-
on processes), usage and after usage (end-of-life);
- The main environmental focus of the product: this dimension dis-
tinguishes the focus of green products on materials, energy and
pollution;
- The type of impact on the environment: this can be less negative
(when green products have a lower environmental impact then
conventional ones), null or positive (positive contribution to the
environment).
2) market orientation, where the goal is to satisfy needs and be competi-
tive on the market; 3) the environmental aspect, all four innovation no-
tions aim to reduce negative impact (optimum or zero impact); 4) phase
in the lifecycle; 5) impulse, where the intention for reduction is ecolog-
ical or economical; and 6) level – setting up a new innovation or green
standard for the firm (Schiederig et al. 2012). Finally, we should differen-
tiate sustainable innovation from eco/green/environmental innovation,
because sustainable innovation implies a broader concept and adds to the
aforementioned dimensions a social dimension (Schiederig et al. 2012).
In order to provide an instrument to identify and analyze the differ-
ent characteristics and features of green products and practices, Dangel-
ico and Pontrandolfo (2010) have developed The Green Option Matrix
(GOM), which integrates different dimensions of green products. The
three-dimensional GOM encompasses the following dimensions (see Ta-
ble 3):
- Phase of the product lifecycle: with regard to this dimension, the
authors have considered three main phases: before usage (inclu-
ded materials extraction, production processes and transportati-
on processes), usage and after usage (end-of-life);
- The main environmental focus of the product: this dimension dis-
tinguishes the focus of green products on materials, energy and
pollution;
- The type of impact on the environment: this can be less negative
(when green products have a lower environmental impact then
conventional ones), null or positive (positive contribution to the
environment).
