• Recognize and resolve the critical business issues ecopreneurs confront in the transition from creation to commercialization of a new invention, including assessing the pros and cons of using different types of media to communicate the Unique Selling Point and reach the target customers.
• Define clear PPP (Planet, People, Profit) value-propositions that communicate value for the intended users and the Planet as a whole effectively and attractively in a language understood from all critical perspectives of ecopreneurship: Customers, Business and Technology – and using the best suited media in new and innovative ways.
• Analyze and address the entrepreneurship- and sustainability-related challenges encountered in the course – such as o Using the right type of media for successful commercialization o Finding the right target audience for commercial success o Accelerating the transition from early adopters to the early majority o Addressing local markets or going for Born Global Markets right away

Main category of the course:

• Ecopreneurship (Entrepreneurship and Innovation in Clean Energy and Sustainability)

Subcategories of the course:

• Business innovation and entrepreneurship
• Business modelling
• Climate migration and adaptation in cities
• Business and politics
• Urban governance
• Sustainable urbanisation
• Entrepreneurship through Co-Creation across Technology, Business and Media
• Technological Innovation in Renewable Materials, Clean Energy, Clean Urban Mobility
• From Technology Innovation to Value Creation

Executive Summary: The purpose of this elective is to offer a unique platform for co-creation against climate change by addressing CO2 emissions and creating climate wealth across technology and business: CBS for Ecopreneurship and Business Model Innovation; DTU for Inventions in clean energy and other technologies offering new solutions to the climate challenges; and KU Science for renewable materials. We will also co-create marketing and media innovation to reach new customer segments and move from early adopters to the early majority. Commercialization will be accelerated through close involvement of company-partners with particular focus on www.carbonwarroom.com - initiated by Sir Richard Branson.

This course is part of the CIEL “Green Innovation in Cities” Program.

Technology Content:

The DTU contributions of Morten Birkved and Niki Bey cover the most recent megatrends in environmental sustainability:

1. Qualitative environmental sustainability assessment for application in the design phase of products and services
2. Sustainability assessment from a quantitative covering Life Cycle Assessment and hybrid applications hereof
3. The concept and practice of upcycling and other innovative recycling techniques (see e.g. upcycle house http://www.realdaniabyg.dk/projekter/minico2-husene/hus-1-upcycle-house)

Entrepreneurship and Co-Creation Content:

The teaching by Sigvald Harryson will focus on the most essential steps to move from technology innovation to value creation to create Climate Wealth (http://creatingclimatewealth.com/about/):

• Analyzing and applying co-creation theories
• Designing business models that accelerate the move from technology innovation to value creation. Reviewing pros and cons of born global strategies for different technologies
• Adding media and marketing innovation to enhance richness and reach of communication.

The objective of this course is to bring together all three categories of students in a co-creation effort to catalyze the second wave entrepreneurship (application and commercialization) of promising ideas and concepts in sustainable innovations and business solutions that help us fight climate change. The ambition is to get an equal amount of students from all three partner-organizations (DTU, KU and CBS). This will allow the students to form cross-disciplinary co-creation teams to work together throughout the course. Each team will co-create a complete innovation concept with optimal impact in urban sustainability based on:

• Smart Technologies in Sustainability - driven by DTU teaching and scouting
• Intelligent Business Models for well-targeted segments - driven by CBS teaching
• Innovative use of media, communication and IT - driven by CBS or KU Media teaching

For optimal impact on society – both in terms of urban sustainable and in terms of job-creation, the ambition is to commercialize the most promising concepts in collaboration with one or several of the company-partners who join our fight against climate change.

The main-collaboration partner is: www.carbonwarroom.com.

CIEL Course:

This course is offered as a CIEL course, meaning it is offered simultaneously by University of Copenhagen, Technical University of Denmark and Copenhagen Business School. Students from all three universities are taught together by professors from minimum two of the three universities, and course contents are innovative, practice-oriented and trans-disciplinary. Student performance will be assessed according to learning objective specific to their home institutions.

Application deadlines are specific to the three institutions; at CBS, application is possible until the third round of electives applications. In case the on-line course registration at CBS is closed before the third round, students are asked to register by mail to  ln.mp@cbs.dk . If a course is cancelled, students will be offered seats at other CIEL courses.

Learn more at www.greeninnovationincities.com.

• Birkved, M. and Goldstein, B. (2013) Environmental sustainability assessment of urban systems applying coupled urban metabolism and life cycle assessment. Proceedings of the Sustainable Buildings - Construction Products and Technologies (ISBN: 978-3-85125-301-6), pages: 521-532
• Brandenburger, A. M. & Nalebuff, B. (1996). Co-opetition: A Revolution Mindset That Combines Competition and Cooperation.The Game Theory Strategy That's Changing the Game of Business, Yale School of Management, HarperCollins, London, 340 pages
• Chesbrough, H. (2007) ‘Business model innovation: it's not just about technology anymore’, Strategy & Leadership, Vol. 35 Issue 6, pp. 12-17
• Chesbrough, H. and Schwartz, K. (2007): ‘Innovating Business Models with Co-development Partnerships.’ Research – Technology Management, January-February 2007, pp. 55-59
• Goldstein, B., Birkved, M. Quitzau, M.B. and Hauschild, M.Z. (2013) Quantification of urban metabolism through coupling with the life cycle assessment framework: concept development and case study. Environ. Res. Lett. Vol. 8(3)
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• Kachaner N., Lindgardt, Z., and Michael, D. (2011). ‘Innovating low-cost business models.’ Emerald Group Publishing Limited, Vol. 39 No. 2, 43-48
• Karnøe, P. & Garud R. (2003), Co-Creation processes in the emerging Danish Wind turbine field, working paper, 13 pages
• Kim, W. C. & Mauborgne, R. (2005) ‘Blue Ocean Strategy: From Theory to Practice’. California Management Review Spring, vol. 47, no. 3, pp. 105-121
• Kohler, T., Fueller, J., Matzler, K. & Stieger, D. (2011) Co-Creation in Virtual Worlds: The Design of the User Experience, MIS Quarterly, vol. 35 issue 3 pp.773-788
• Markides and Geroski (2004) ‘Racing to be 2nd’, Business Strategy Review, Winter 2004, pp. 25-31
• McAloone, T., Bey, N. (2009) ’Environmental improvement through product development’, Danish Environmental Proteciton Agency, ISBN: 978877052950
• Osterwalder, A and Pigneur, Y. (2010): ‘Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers’. Wiley & Sons, 300 pages
• Oviatt, B., & McDougall, P. (2005). Defining international entrepreneurship and modeling the speed of internationalization. Entrepreneurship Theory and Practice, 29(5), 537-550
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