Detailed Table of Contents
Preface...... xv
Acknowledgment...... xix
Chapter 1 Industry 4.0 in the Context of the Triple Bottom Line of Sustainability: A Systematic Literature Review...... 1 Julian M. Müller, Salzburg University of Applied Sciences, Austria
Industry 4.0 and sustainability are trending topics in the industry and scientific research. However, there is currently no comparable study, which summarizes the impacts of Industry 4.0 on all three dimensions of the Triple Bottom Line at the same time. This chapter aims to present a comprehensive overview of Industry 4.0 in the context of the Triple Bottom Line of sustainability. For this reason, a systematic literature review is conducted to find out the current state of literature about this topic. The chapter presents a systematic literature review on 64 peer-reviewed journal articles, which have been published between 2014 and 2019. An in-depth analysis of the content as well as an analysis of the empirical methodologies are conducted. To structure the existing knowledge, a framework is developed, and the findings are categorized into ecological and social aspects. On this basis the content is evaluated to discuss key findings and relating interdependencies.
Chapter 2 How Industry 4.0 Changes the Value Co-Creation Process...... 21 Rebecca Castagnoli, University of Turin, Italy Giacomo Büchi, University of Turin, Italy Monica Cugno, University of Turin, Italy
The chapter analyses the literature on Industry 4.0 to understand the effect that Industry 4.0 has on customer co-creation process. The chapter is conceptual and is based on a literature analysis—conducted through ISI-Thompson Web of Science—that answers two research question: (RQ1) if and (RQ2) how the Industry 4.0 changes the customer value co-creation process. The results are summarized into a conceptual framework that shows how Industry 4.0 transforms the creation of value for customers, of customers, and with customers. The implications encourage managers and policymakers to implement a wider range of enabling technologies along the various phases of the supply chain and to adopt a new way to manage the company itself and the relations with customers involving them in the co-creation of products.
Chapter 3 Achieving Environmental Sustainability Through Industry 4.0 Tools: The Case of the “Symbiosis” Digital Platform...... 37 Barbara Aquilani, University of Tuscia, Italy Michela Piccarozzi, University of Tuscia, Italy Cecilia Silvestri, University of Tuscia, Italy Corrado Gatti, Sapienza University of Rome, Italy
Almost all firms are involved in challenges linked to Industry 4.0 that represent a new logic for business models focused on innovation, technology, and sustainability. In this domain, the support and integration of digital innovations is assuming ever greater importance and a key role is played by the so-called “industrial symbiosis.” Looking more in depth at industrial symbiosis literature, which practically developed within the engineering domain, it is clear that most of its particular traits can also be found in management literature when referring to value co-creation, especially in the business to business domain. Given the above, the aim of this work is twofold: to analyze the role of Industry 4.0 digital platforms as a tool for the development of environmental sustainability and to understand how Industry 4.0 as a whole can support the achievement of environmental sustainability goals. The only Italian case will be used to validate the proposed theoretical framework.
Chapter 4 Renewable Energy and Economic Growth: An Overview of the Literature...... 63 Patrizio Morganti, University of Tuscia, Viterbo, Italy Giuseppe Garofalo, University of Tuscia, Viterbo, Italy
The global commitment to drastically curb greenhouse gas emissions towards a sustainable development is strongly connected to the development and usage of renewable energy (RE), such as solar and wind. Between 2006 and 2016, world’s total RE consumption, excluding hydro-electricity, increased by almost 350%, and RE investment grew from US $47 billion in 2004 to 279.8 billion in 2017. The importance of RE has attracted a lot of attention from the economic literature as well, since a growing body of empirical research is investigating the relationships between RE and economic growth. The general outcome is the existence of a positive bi-directional (direct and reverse) link between RE consumption and real GDP, though it also emerges evidence showing no statistically significant relationship. This Chapter provides i) an overview of the recent world’s trends of RE production and investment, ii) an extensive and detailed review of the recent advances in the RE-growth empirical literature, highlighting the main methodologies adopted and the main findings emerged.
Chapter 5 Innovative Business Models in Digital Firms: The Challenge of Sustainability...... 79 Patrizia Accordino, University of Messina, Italy Tindara Abbate, University of Messina, Italy Daniela Rupo, University of Messina, Italy Raffaella Coppolino, Department of Economics, University of Messina, Italy Elvira Tiziana La Rocca, University of Messina, Italy
The 17 Sustainable Development Goals (SDGs) of the United Nations 2030 Agenda for Sustainable Development intends to improve efforts of governments, societies, and companies to deal with major social and environmental problems affecting contemporary societies. From a business perspective,
companies can find a propulsive boost of innovation looking at different models of production and use of services/products. This new perspective is radically changing the ways companies and consumers interact, and the role of companies in supporting the achievement of SDGs through service innovation is becoming pervasive. In addition, the emerging digital economy represents a great opportunity opening up to sustainability-oriented service innovation and firms are developing their competitive advantage based on the introduction of new digital business models. This chapter explores this issue through an explorative case study based on the MyTaxi business model. Implications for managers and researchers and opportunities for future research are highlighted.
Chapter 6 Environmental Sustainability to Support Competitiveness: From Theory to Practice...... 99 Anna Mazzi, University of Padova, Italy
The interest of scientists and companies in understanding the business implications of environmental commitments is timely; however, a dilemma remains at the firm level: is environmental sustainability a strategic factor for business competitiveness? The author contributes to this international end interdisciplinary debate through a double analysis, theoretical and empirical. Starting from a systematic literature review, the main correlations between environmental commitments and business performance are identified in a scholar’s perspective. Based on the results from an Italian survey, the main added values associated with certified environmental management system are verified with a manager’s perspective. Finally, the findings obtained from theoretical and empirical points of view are compared, to discuss confirmations or contradictions and underline questions still open.
Chapter 7 Sustainable Innovation in Fashion Products: An Opportunity for Italian SMEs...... 125 Alessandra De Chiara, University of Naples “L’Orientale”, Italy Floriana Iannone, University of Naples “L’Orientale”, Italy
The chapter deepens the theme of sustainability in fashion products, exploring the importance of sustainable innovation as a competitive driver. The fashion industry is not exempt from issues related to sustainability, in its economic, environmental, and social sense, since it is one of the most polluting industries in the world, in addition to being often shaken by scandals related to the poor working conditions for many fashion factory workers around the world. Given the relevance of the issue of sustainability in the fashion supply chains, the chapter will provide food for thought on the question of managerial behaviors based on sustainability and deepen the knowledge on the need of a collaborative approach among firms and within the supply chains of the fashion system.
Chapter 8 Life Cycle Management and Sharing Economy: Methodological Framework and Application in Sustainable Mobility...... 152 Roberta Guglielmetti Mugion, University of Roma Tre, Italy Gabriella Arcese, Niccolò Cusano University, Italy Martina Toni, University of Roma Tre, Italy Luca Silvestri, Niccolò Cusano University, Italy
The life cycle sustainability assessment based on Life Cycle Thinking is currently considered the most crucial paradigm that includes three kinds of sustainability variables. Life cycle management (LCM) is the most holistic approach in promoting sustainable value creation, embedding the social, economic, and environmental dimensions as a management tool. LCM is mainly applied in the manufacturing and products chain, whereas it is understudied in the service industry. This chapter proposes the development of the LCM general framework and the definition of indicators for the assessment of sustainability in the urban shared mobility. The research framework has been tested in the transportation sector focusing on car sharing context.
Chapter 9 B Corp Certification for a Circular Economy Approach and a Sustainable Pathway...... 167 Enrico Maria Mosconi, University of Tuscia, Italy Stefano Poponi, Niccolò Cusano University, Italy Simona Fortunati, University of Tuscia, Italy Michelangelo Arezzo di Trifiletti, Embassy of the United States of America, Rome, Italy
The “loop” approach of the circular model, which aims to live in the business or market environment, requires a radical evolution of the production techniques, management, and skills in a new concept or idea for the market. Circular Economy results from a long awareness-raising process connected with problems concerning environmental protection. The dissemination of circular economy supposes the adoption of business models which will eventually enable environmental sustainability oriented behaviors, an efficient use of resources, and the respect of ethical, social, and environmental values. Benefit Corporations are companies pursuing these objectives. This chapter identifies and discusses the potential of B Corp certification to apply the principle of Circular economy. In particular, a compared multiple analysis of case studies is used to evaluate how the requirements of the scheme of certification influence the potential circularity of the enterprises analyzed.
Chapter 10 Ecodesign Strategies and Customer Value: A Conjoint Approach...... 189 Anna Paola Codini, Università degli Studi di Brescia, Italy Giuseppe Bertoli, Università degli Studi di Brescia, Italy Riccardo Frassine, Poste Italiane, Italy
Despite increasing attention to environmental issues, studies of ecodesign reveal that the market and the customer are two of the main external barriers to the effective implementation of ecodesign in industrial companies. Moreover, studies adopting this perspective mostly evidence the difficulties in interpreting customer perception as a source of customer value. Contributions exploring specific techniques that may be useful to support ecodesign strategies in a customer-based perspective are scarce. To fill this gap in the literature, this chapter revises the literature on ecodesign, adopting a customer-based perspective focusing on the controversial results regarding eco-products and customer value. To identify techniques suitable to support ecodesign strategies in a customer-based perspective, and considering the challenges affecting customer perception of eco-products, the chapter shows—through an empirical analysis conducted on ecological washing machines—how conjoint analysis can be successful in this aim.
Chapter 11 The Importance of Consumer Perception of Corporate Social Responsibility to Meet the Need for Sustainable Consumption: Challenges in the Sportswear Sector...... 212 Giovanna Pegan, University of Trieste, Italy Gabriella Schoier, University of Trieste, Italy Patrizia de Luca, University of Trieste, Italy
Industries have to rethink their value creation processes in a sustainable perspective. In order to satisfy their stakeholders and pursue the well-being of society in the long term, manufacturers must operate under corporate social responsibility (CSR). Embodying the identity of multiple stakeholders, consumers are the key to ensuring the success of sustainability efforts. This chapter analyses the relevance of CSR from the perspective of consumer perception, which has been neglected thus far in literature. The chapter also embraces the idea that CSR and sustainable consumption are two sides of the same coin that need to be integrated in order to create sustainable industrial value. After the theoretical background, this work presents and discusses the results of an empirical research focused on an emblematic industry and brand. The findings support the idea that although a company is trying to seize Industry 4.0. opportunities for sustainability, its efforts can be partly hampered by consumers’ lack of perception or their misperception.
Chapter 12 The Effect of Packaging Material on Consumer Evaluation and Choice: A Comparison Between Glass and Tetra-Pak in the Olive Oil Sector...... 236 Beatrice Luceri, University of Parma, Italy Donata Tania Vergura, University of Parma, Italy Cristina Zerbini, University of Parma, Italy
Packaging is the last marketing communication tool a company can use before the purchase decision is made. It creates positive or negative brand associations and informs consumers about the product category, personality, and quality. This chapter explains the role of packaging material in influencing the product evaluation process. Specifically, a between-subjects experimental design was conducted to investigate if the product quality judgment and the purchase intention towards extra virgin olive oil differ between tetra-pak and glass bottle. Results showed attitude towards the product, pack and product evaluation, and perceived quality and risk was better in the case of the glass package compared to the tetra-pak. Similarly, the willingness to buy and pay was higher in the case of the glass package compared to the tetra-pak one.
Chapter 13 The Evolution of Fast Food in a Customer-Driven Era: Innovation and Sustainability for Customer Needs...... 251 Alessandro Bonadonna, University of Turin, Italy Chiara Giachino, University of Turin, Italy Francesca Pucciarelli, ESCP Europe, Turin Campus, Italy Bernardo Bertoldi, University of Turin, Italy
Customers are important for every company and their changes in taste, behavior, and way to decide strongly influence companies’ strategy. The food sector follows the new trends and tries to adapt its way to do business, leveraging on innovation and sustainability. In the food sector, an innovation can be linked to tradition. There is a limited change in the offer and fast food restaurants’ innovating is key to survive. Thus, authors analyzed how both International Hamburger Foodservices (IHF) such as McDonalds and
Burger King, and Local Hamburger Foodservice (LHF), such as M**Bun and Burgheria, are changing their strategies to meet customers’ needs. Authors focused on the Piedmont area, in particular the Turin area, which has a long culinary tradition, hostings of important food events, and an increasing trend of new fast food restaurants.
Chapter 14 Consumer Behavior: Motivational Factors for the Decision to Purchase Organic Products in the Municipality of Guadalajara, Jalisco...... 270 José G. Vargas-Hernández, University of Guadalajara, Mexico Jovanna Nathalie Cervantes Guzmán, University of Guadalajara, Mexico
This chapter develops a model of the behavior of the ecological consumer to know what motivates the decision to purchase organic products in citizens 25 to 45 years old in the city of Guadalajara. The methodology used in the research is qualitative and was carried out through the non-experimental design, with respect to the data collection tool. Results of in-depth interviews support the general hypothesis related to the factors that influence the purchase decision. One of the limitations the study faced was a limited literature regarding studies involving Guadalajara.
Chapter 15 Millennial’s Involvement in Corporate Social Responsibility...... 293 Eleonora Rapiti, University of Tuscia, Italy Cecilia Silvestri, University of Tuscia, Italy
Corporate Social Responsibility (CSR) has come to be regarded as a great strategic marketing tool and an important part of the business paradigm (Supanti and Butcher, 2019). Several authors (i.e. Choi and La, 2013) studied CSR as a driver of satisfaction and loyalty. This chapter focused on the behavior of Millennials to which CRS is an integral part of their lives. However, studies in the literature on this topic are limited. The chapter fills the gap of existing literature and increases knowledge on this issue by: (1) identifying, through factor analysis, the dimensions of CSR and (2) analyzing, through cluster analysis, the relationships between CSR and Customer Satisfaction (CS) and Customer Loyalty (CL) of different Millennials groups. The results show how the knowledge of the CSR conditions the behavior of millennials by helping to increase their level of satisfaction and loyalty.
Compilation of References...... 321
About the Contributors...... 381
Index...... 387