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2013/2014  KAN-CM_A212  Green Innovation as multi-stakeholder public-private collaboration

English Title
Green Innovation as multi-stakeholder public-private collaboration

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Course period Spring, Third Quarter
Changes in course schedule may occur
Wednesday 09.50-12.25, week 6,7,9-12,14-17
Time Table Please see course schedule at e-Campus
Max. participants 70
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Niels Kornum - Department of Marketing (Marketing)
Administration: Merete Skaalum Lassen - ml.marktg@cbs.dk
Main academic disciplines
  • Business Ethics, value based management and CSR
  • Innovation and entrepreneurship
  • Management
  • Marketing
  • Organization
  • Political leadership, public management and international politics
Last updated on 14-11-2013
Learning objectives
This course aims to provide students with an opportunity to gain insights based on
models, concepts and theories as well as practical hands‐on experience with real‐world projects. The Learning Objectives for the course specify that at the end of the course the
student should be able to manage competently the following objectives in the context of green innovation projects as multi-stakeholder public-private collaboration:
  • 1. To demonstrate an understanding of how, why and when to apply relevant models, concepts and theories from the curriculum to the selected projects
  • 2. To identify and analyze the relationships between these models, concepts and theories mutually and in relation to the selected projects.
  • 3. To assess critically the value of these models, concepts and theories for developing green innovations in relation to the selected projects.
Course prerequisites
A basic knowledge and understanding of innovation, entrepreneurship, marketing, organization, management and sustainability is a good preparation for this course.
Green Innovation & the Consumer Citizen:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Case based assignment
Written product to be submitted on specified date and time.
15 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period Spring Term, gerne i uge 22 - d 29-31 maj
Aids allowed to bring to the exam Closed Book
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
The challenges facing businesses to develop and market green innovations are formidable. A wide range of subjects contribute valuable insights on these challenges including sustainable development, climate change, cradle-to-cradle design, corporate responsibility, energy policies and practices. Without effective multi-stakeholder collaboration that involves, for instance, suppliers, public sector, business partners, employees, users / citizens and investors, progress is likely to be severely compromised. This course focuses on two areas of collaboration that to date have been largely overlooked despite their importance for green innovation – network collaboration of businesses with the public sector, e.g. public-private partnerships and network collaboration of businesses with citizens / users / consumers. Today the public sector shapes the conditions under which many green innovation initiatives unfold through, for example, policies affecting taxation, pricing and procurement. Incentive structures for reducing energy and natural resource consumption are often relatively weak or totally absent. New solutions that require changes in functionality may become more expensive and, as a consequence, it is important to unleash the creative potential of multi-stakeholder public-private partnerships by involving them in the design and implementation of new solutions. Innovation of products and services for global corporations and their experiences indicate that it is important to involve users / citizens when developing (green) innovation solutions. For instance, refer to Lego’s extensive inclusion of adult fans in their innovation processes. Public-private partnerships have been implemented in a number of areas, e.g. in the context of infrastructure projects. Right now, such initiatives can help public regulators to craft policies that facilitate the development of effective solutions for both businesses and consumer citizens. In this course student’s work with real-life green innovation challenges and cases involving businesses, the public sector and user / citizens and other actors in a multi-stakeholder context.
The academic world has only recently begun to study how green innovation can be implemented based on a multi-stakeholder public-private perspective. Therefore, the course will have to borrow theories from a number of other disciplines, e.g., organization, stakeholder management , public-private partnerships, the dynamics of social identity and culture; innovation; relationship marketing, etc.
Key topics include:
•    The role of business in green innovation
•    The role of multi-stakeholder networks supporting and creating green innovation
•    The role of the public sector & public-private partnerships in green innovation
•    Green innovation and cradle-to-cradle design
•    Stakeholder and project management as cultural and psychological processes forming the basis for green innovation
The course's development of personal competences:
The course aims to provide students with an opportunity to gain practical hands‐on experience with real‐world green innovation projects and processes in the context of multi-stakeholder public-private collaboration, and reflect academically on the selected topics and processes.
Teaching methods
The intention is that students work in teams on selected project themes. Presentation of the solutions developed by the student teams to relevant stakeholders is a central element of the course. This is guided by general and project specific lectures.
Expected literature
The literature covers four key subject areas – green innovation, multi-stakeholder collaboration & project management processes, public-private partnership and the consumer / citizen as stakeholder.

Nidumolu, R., Prahalad, C.K. and Rangaswami, M.R. (2009), “Why sustainability is now the key driver of innovation,” Harvard Business Review, Vol. 87, No. 9, pp. 57-64.
Johnson, M. W. and Suskewicz, J. (2009), “How to jump start the cleantech economy,” Harvard Business Review, November, pp. 52-60.
Simanis, E. and Hart, S. (2009), “Innovation from the inside out,” MIT Sloan Management Review, Summer, pp. 77-86.
Huston, L. and Sakkab, N. (2006), “Connect and develop: Inside Procter & Gamble’s new model for innovation,” Harvard Business Review, Vol. 84, No. 3, pp. 58-66.
Ambec, S. and Lanoie, P. (2008), “Does it pay to be green? A systematic overview,”Academy of Management Perspectives, Vol. 22, No. 4, pp. 45-62.
Marshall, R.S. and Brown, D. (2003), "The strategy of sustainability: A systems perspective on environmental initiatives." California Management Review, Vol. 46, No. 1, pp. 101-126.
Kornum, N. (2007), “Company  stakeholder responsibility - a resource based perspective. Working Paper.
Kornum, N. and Jones, R. (2011), “Brand reach as co-negotiated: value and cultural complementarity,” Paper accepted for EMAC Conference, Ljubljana, Slovenia (June).
Neville, B. A. Neville and Menguc, B. (2006), “Stakeholder multiplicity: Toward an understanding of the interactions between stakeholders,”Journal of Business Ethics, Vol. 66, No. 4, 377-391.
Wallpach S. A (2009) “Multi-Stakeholder Approach to Brand Meaning”. Dissertation. Innsbruck University, June;
Jones TM, Felps W, Bigley GA. (2007) “Ethical Theory and Stakeholder Related Decisions: The Role of Stakeholder Culture”. Academy of  Management Review; 32(1):137–155.
Mitchell RK, Agle BR, Wood DJ. (1997), “Toward a Theory of Stakeholder Identification and Salience: Defining the principle of who and what really counts”. Academy of  Management Review: 22(4):853-886
Freeman RE,Velamuri SR. (2005), “A New Approach to CSR: Company Stakeholder Responsibility”. In: Andrew Kakabadse A, Morsing M, editors. Corporate Social Responsibility: Reconciling Managerial Strategies Towards the 21st Century. Basingstoke:Palgrave MacMillan;:9-24.
Greve, Carsten. (2010). “The Global Perspective on Public–private partnership Industry”, in Hodge, G.A., Greve, C. and Boardman, A. (Eds) International Handbook in Public-Private Partnerships, Edward Elgar, UK, pp499-510
Greve, Carsten. and Mörth, Ulrika. (2010). “Public–private partnerships: the Scandinavian experience”, in Hodge, G.A., Greve, C. and Boardman, A. (Eds) International Handbook in Public-Private Partnerships, Edward Elgar, UK, pp439-455
Hodge G, Greve C (2011), "Theorizing Public-Private Partnership Success: A Market-Based Alternative to Government?". Paper for the Public Management Research Conference at Syracuse University 2-4 June 2011, Syracuse, NY, USA
Wiehe, G (2010), “Towards a process perspective on public-private partnerships” in Hodge, G.A., Greve, C. and Boardman, A. (Eds) International Handbook in Public-Private Partnerships, Edward Elgar, UK, pp510-526
Bienkowska, D., Larsen, K. & Sörlin, S. (2010). „Public – private innovation: Mediating roles and ICT niches of industrial research institutes”. Innovation: management, policy & practice, 12(2), pp.206-216.
Foley, H.C., Freihaut, J., Hallacher, P. & Knapp, C. (2011). „The Greater Philadelphia Innovation Cluster for Energy-Efficient Buildings: A New Model for Public-Private Partnerships”. Industrial Research Institute, November-December, pp.42-48.
Hall, A. (2006). “Public – private sector partnerships in an agricultural system of innovation: concepts and challenges”. International Journal of Technology Management and Sustainable Development, 5(1), pp.3-20
Parker, B., Segev, S. and Pinto, J. (2010), “What it means to go green: Consumer perceptions of green brands and dimensions and "greenness," American Academy of Advertising Conference Proceedings, pp. 99-111.
Bagozzi, R.P. and Lee, K.H. (1999), “Consumer resistance to, and acceptance of, innovations,” Advances in Consumer Research, Vol. 26, pp. 218-225.
Braungart, M., McDonough, W. and Bollinger, A. (2007). “Cradle-to-cradle design: Creating healthy emissions – a strategy for eco-effective product and system design,” Journal of Cleaner Production, Vol.15, pp.1337-1348.
Janssen, K.L. and Dankbaar, B. (2008), “Proactive involvement of consumers in innovation,” International Journal of Innovation Management, Vol. 12, No. 3, pp. 511–541.
Jansson, J., Marell, A. and Nordlund, A. (2010), “Green consumer behavior: Determinants of curtailment and eco-innovation adoption,” Journal of Consumer Marketing, Vol. 2, No. 4, pp. 358–370.
Last updated on 14-11-2013