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2014/2015  KAN-CSOCV1002U  CO-CREATION AGAINST CLIMATE CHANGE

English Title
CO-CREATION AGAINST CLIMATE CHANGE

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 48
Study board
Study Board for MSc of Social Science
Course coordinator
  • Sigvald Harryson - MPP
Teachers:
DTU: Morten Birkved, Associate Professor, DTU Management Engineering, birk@dtu.dk
DTU: Niki Bey, Associate Professor, DTU Management Engineering, niki@dtu.dk
CBS: Sigvald Harryson, Associate Professor, Department of Management, Philosophy and Politics (MPP) sha.mpp@cbs.dk
KU: Vivian Kvist Johannsen (vkj@life.ku.dk) Head of the Department for Forest, Nature and Biomass.

Administrative contact: Karina Ravn Nielsen, tel.: 38153782 or email: electives.mpp@cbs.dk
Main academic disciplines
  • Innovation and entrepreneurship
Last updated on 28-10-2014
Learning objectives
After completing this course, the participants should be able to:
  • 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 – such as videos – 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.
Course prerequisites
Academic qualifications and limitations:
As an integrated part of the CIEL (Copenhagen Innovation and Entrepreneurship Lab) program, this elective is particularly open for students in the following three areas – addressing three critical dimensions of Entrepreneurship in Sustainable Innovation:
• Entrepreneurship with a focus on sustainability
• Technological Innovation with a focus on sustainability and renewable materials
• Business modeling including media innovation for marketing of sustainable solutions.

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 objectives specific to their home institutions.

Application deadlines are specific to the three institutions; at CBS, application is possible in all online registration periods. If a course is cancelled, students will be offered seats at other CIEL courses” or can register for available CBS courses during the Remaining Place Period.
Examination
CO-CREATION AGAINST CLIMATE CHANGE:
Exam ECTS 7,5
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
Individual oral exam based on a mini-project of 15-20 pages (1 page = 2275 characters; excluding Appendix: the video(s) on DVD or USB memory stick) written in groups of 3-5 students. The mini project should be focused on a cleantech innovation that has recently grown out of research from CBS, DTU, KU or industry, with strong potential to protect the planet against climate change. The mini project is written in parallel with the course and must be submitted approx. one week after the last class session. The mini-project should include six specific areas:

1. Focus on Protecting the Planet against Climate Change: How does your concept/technology create solutions to the climate-challenges (please quantify the intended impact on climate-change)?
2. Business Relevance: What kind of market research have you made (competitor intelligence, customer interviews, web-surveys, trend observations, etc) to confirm that there is a real market need for your suggested business/innovation?
3. Market Reach: How do you/or can you make sure that you reach the early majority within your target segments (as opposed to only reaching the early adopters)?
4. Co-Creation Explained and Illustrated:
• Definine co-creation from well-selected references to explain what the term means and clarify what does not mean (feel free to use literature of your own choice if the suggested list of references is dated)
• Explain how co-creation differs from co-opetition and from collaboration.

5. Co-Creation of Media Innovation: How did the co-creation of the supporting video unfold and what are the key-learnings in terms of making co-creation work in practice?
6. Theory: Which co-creation theories (from the syllabus and beyond) helped you to enhance the chances of succeeding with your concept/business? Which theories from the syllabus did you not find useful and why?

The performance assessment of the exam will be based on the following criteria:

- The student shows profound understanding and appropriate application of theories, concepts and methods given in the course.
- The student is able to link findings from an actual application to insights on science-based entrepreneurship and media innovation.

1. Appendix: One or several videos made to enhance the market impact of the innovation and accelerate its commercialization. This can be a video highlighting the benefits of using renewable energy, renewable materials or clean urban mobility solutions. It can also emphasize the consequences of continued use of nuclear or fossil fuels. It should have a soul-touching impact with high potential to go viral so as to trigger as many people as possible to take action to meet reality – before reality catches up with us.
Size of written product Max. 20 pages
Assignment type Project
Duration
Written product to be submitted on specified date and time.
20 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 December/January and May/June
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

The type of exam is an oral (closed-book) exam on the basis of a group mini project (focused on a cleantech innovation that has recently grown out of research from CBS, DTU, KU or industry with strong potential to protect the planet against climate change). The mini project is written in parallel with the course and must be submitted approx. one week after the last class session. The mini-project should include six specific areas:
 

  1. Focus on Protecting the Planet against Climate Change:How does your video/concept/technology create solutions to the climate-challenges (please quantify the intended impact on climate-change)?
  2. Business Relevance: What kind of market research have you made (competitor intelligence, customer interviews, web-surveys, trend observations, etc) to confirm that there is a real market need for your suggested business/innovation?
  3. Market Reach:How do you/or can you make sure that you reach the early majority within your target segments (as opposed to only reaching the early adopters)?
  4. Co-Creation Explained and Illustrated:

·         Defining co-creation from well-selected references to explain what the term means and clarify what does not mean (feel free to use literature of your own choice if the suggested list of references is dated)
·         Explain how co-creation differs from co-opetition and from collaboration.
 

  1. Co-Creation of Media Innovation:How did the co-creation of the supporting video unfold and what are the key-learnings in terms of making co-creation work in practice?
  2. Theory:Which co-creation theories (from the syllabus and beyond) helped you to enhance the chances of succeeding with your concept/business? Which theories from the syllabus did you not find useful and why?

 
The performance assessment of the exam will be based on the following criteria:
 
- The student shows profound understanding and appropriate application of theories, concepts and methods given in the course.
- The student is able to link findings from an actual application to insights on science-based entrepreneurship and media innovation.
 
1.    Appendix: A video made to enhance the market impact of the innovation and accelerate its commercialization. This can be a video highlighting the benefits of using renewable energy, renewable materials or clean urban mobility solutions. It can also emphasize the consequences of continued use of nuclear or fossil fuels.
Course content and structure

Executive Summary: The purpose of this elective is to offer a unique platform for co-creation in sustainable energy and renewable materials by integrating three university partners into one joint program: 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; and KU Media for marketing and communication of new value propositions leveraging emotional values, design and new media to reach new customer segments and move from early adopters to the early majority. Commercialization will be accelerated through close involvement of company-partners. This elective provides not only new knowledge, but also new cross-disciplinary networks.

Technology Content:
The DTU contributions of Morten Birkved and Niki Bey cover innovative recycling techniques and qualitative as well as quantitative environmental sustainability assessment
 
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 Collaboration Content:
The teaching by Sigvald Harryson will focus on the most essential steps from idea to implementation of videos that communicate the benefits of using renewable energy and renewable materials:
 
·         Creating a concept for the video and the key-messages it should promote
·         Ideation through brainstorming techniques to create smart sparks in the video
·         Review early drafts of the video in class to co-create improvements
·         Launching the final version of the video – targeted towards clearly defined and well-analyzed actor networks that influence adoption, and/or customer-segments that drive commercialization from early adopters to the early majority.
 
Products to analyze: InnoVentum Giraffe and the PowerTower; Optional: Making a high-level LCA for the Tesla Model S;
 
Media, Communication and Collaboration Content:
The seminars by media experts will focus on essential elements in media and communication for optimal market impact of the new breakthroughs:
 
·         Using effective media to support the strategy – mainly involving the making of a video to capture a wide range of viewers on YouTube.
Teaching on how to make a video:
·         What tools to use that are easily available and simple to use
·         How to make use of existing videos – and cut different relevant sections together
·         How to add music to the video
·         How to combine video in motion and pictures/slideshows
·         What distinguishes the videos that get many views on YouTube
·         What distinguishes good videos that communicate messages that make people aware of the benefits of using renewable energy and renewable materials – as opposed to relying on fossil fuels and using non-renewable materials (search, for example, “Nissan Leaf and Polar Bear” on www.youtube.com/watch.

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:
 
•                          Inventive Technology in Sustainability - driven by DTU teaching and scouting
•                          Innovative Business Models for well-targeted segments - driven by CBS teaching
•                          Innovative use of media, communication and IT - driven by KU Media teaching
•                          Inventive Technologies and Applications in Renewable Materials – driven by KU Science 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.
Teaching methods
The course is mainly based on independent work performed in groups of 3-6 students coming both from CBS/OIE/MIB; DTU and KU. All groups will receive regular teaching on a bi-weekly basis, including coaching and progress review sessions.
To the extent possible, we will encourage students to present results also in the context of different ecopreneurship competitions and initiatives such as sustainability-focused parts of Venture Cup, CONNECT Øresund Top 10; CBS Goes Green and the Stanford Global Innovation Contest.
Further Information

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

 
Expected literature

Alvarez, S. and Barney, J. (2007) ‘Discovery and creation: alternative theories of entrepreneurial action’, Strategic Entrepreneurship Journal, Vol. 1, Is. 1-2, pp. 11–26.
 
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. (2010) Business Model Innovation: Opportunities and Barriers, Long Range Planning, vol 43, pp. 354-363.
 
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).
 
Harryson, S. (2008) ‘Entrepreneurship Through Relationships – Navigating from Creativity to Commercialisation’, R&D Management, Vol. 38, No. 3, pp. 290-310.
 
Johnson, M. W., Christensen, C. M., and Kagermann, H. (2008): ‘Reinventing Your Business Model’. Harvard Business Review, December 2008, pp. 51-59.
 
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.
 
Kim, W. C. & Mauborgne, R. (2009) ‘How Strategy shapes Structure’. Harvard Business Review, September, pp. 72-80
 
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. (xxxx) Miljøforbedringer gennem produktudvikling - en guide. SvendborgTryk.  ISBN 978-87-7052-871-9
 
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.
 
Payne, A. F., Storbacka, K. & Frow, P. (2008) Managing the co-creation of value, Academy of Marketing Science, vol 36, August, pp. 83-96.
 
Prahalad, C. and Ramaswamy, V. (2000) Co-opting Customer Competence. Harvard Business Review, 78 (1), p.3
 
Ramaswamy, V. and Gouillart, F. (2010), Building the Co-creative Enterprise, Harvard Business Review, October. pp. 100-109.
 
Ramaswamy, V. and Gouillart, F. (2010) The Power of Co-creation, New York, Free Press, 360 pages.
 
Rockström, J., Steffen, W., Noone, K., Persson, Å., Chapin, F.S., Lambin, E.F., Lenton, T.M., Scheffer, M., Folke, C., Schellnhuber, H.J., Nykvist, B., de Wit, C.A., Hughes, T., van der Leeuw, S., Rodhe, H. , Sörlin, S., Snyder, P.K., Costanza, R., Svedin, U., Falkenmark, M., Karlberg, L., Corell, R.W., Fabry, V.J., Hansen, J., Walker, B., Liverman, D., Richardson, K., Crutzen, P. and Foley, J.A. (2009) A safe operating space for humanity. Nature, 461, 472-475, doi:10.1038/461472a.
 
Smidt Dreijer, L.; Birkved, M.; Howard, T.J.; Bey, N. (2013). The sustainability effects of Product/Service-System design validated through Life Cycle Assessment. Proceedings of the Sustainable Buildings - Construction Products and Technologies (ISBN: 978-3-85125-301-6), pages: 500-512.

 
Last updated on 28-10-2014