Re-Made in Barona

A sustainable PSS, focused on intergenerational dialogue. Part of the TANGO, EU funded project.

SUPERVISOR: Prof. Carlo Vezzoli SUPERVISOR ASSISTANT: Eng. Claudio di Benedetto Prof. Francesca Piredda

STUDENT: Sara Hatef 764453

POLITECNICO DI MILANO SCUOLA DEL DESIGN Master Degree in PRODUCT SERVICE SYSTEM DESIGN

A.Y. 2010/2012 Date of discussion, 19th December 2012

I wish to dedicate this thesis to my husband, Behrad, who has given lots of love and support to the continuance of my education. ABSTRACT ENGLISH

,"2&#"* 12""#! "#1"2&#"0#1# 0!&" ,"" ..*'! 2'-,"L'#*"1"-$""# - 1'%,".0-$#11'-,"& 4#"5'"#,"1-"+3!&" 1"2&#""#L','2'-,"-$""# - sign as a discipline that concern the conception of industrial 02#$ !2" ..# 0",-2"13$L'!'#,2"2-""#1!0' #" "!-+.0#&#,1'4#" profession. One of the transversal and fundamental charac- 4 teristic of this transformation has been the introduction of the concepts of sustainability and sustainable development into design project. The change has concerned also the design methodology: in the last years the attention has switched from the design of industrial products to the conception of 02'!3* 2#""1-*32'-,"5'2&"2&#" '+"2-"$3*L'*"2&#"31#0_1" ,##"1" and desire through the elaboration of integrated system of product and service.

The joint of a sustainable approach with a systemic methodology has led designers to focus on new sectors, among the others the social sector. In this new area the design profession is starting to experience new directions, including the design of solutions for the improvement of living conditions of community where people, ideas, needs and problem can L',"" "13..-02"2-" 3'*"",#5"!-** -0 2'4#" ,"". 02'!'. 2#"" and creative solutions.

The thesis intends to work on existing manual activities in social house Via “Lope de Vega” in Barona district. This project is based on the extended project, “Punto e Linea”. The aim is to propose an innovative system of products and services to improve the social cohesion and intergenerational dialogue between inhabitants and visitors of the building and the at- tached area. The thesis work consists in designing a system of product- service to be able to self-sustain from the economic point of view even after the end of “Cariplo Fundation” funds in an “organized sociability” and also with a low impact on the environment by an operative strategies with the special focus on the relationships among the stakeholders within Barona 5 district.

The activity which has supported the entire project, has con- !#0,#""-$"$-30""'$$#0#,2"L'#*"1T

9&#"L'012". 02"'1" 1#""-,"*'2#0 230#"0#4'#5" ,"" '+1"2-"'"#, - tify the approaches, processes, practices and directions of design for sustainability in the social context.

The second part of the research is about TANGO (AH-DEsign) sustainable social inclusive EU project and the activities which is going on according to its objectives and their results in 3 different universities in Europe. following the above mentioned part the Tango project activities in Milano described in details in relation to different as- sociations and stakeholders linked to it, This part has ana- lysed the existing activities in the social houses of Via “lope de Vega” and the thesis project is intended to improve them by discovering the social and environmental problems of the existing project.

The Third chapter is concerned in detail, the PSS design project and the MSDS method by some changes comparing to the original method in order to adapt to the new context area.

The second part of the third chapter, focuses on the context of hub Barona and special traits of this zone. This part contains demographic and context analysis data and the existing ex- ecutive stakeholders to know the potentials and limitations of the working work in this district and the results of the co- design activities which through them the new concepts have 6 ##,"#+#0%#"" ,"" #!-+#" " 1#+#,2"$-0"2&#"L', *".0-(#!2" “ReMade in Barona”. Following this part the new project “Re- Made in Barona” and its offerings to the people of Barona has been shown in detail.

Along with the fourth part, the future activities of Tango project which is the interactive exhibition and workshops about the designed thesis projects, with the stakeholders and nor- mal people, has been presented.

Finally, to summarise the process and the results, an evaluation from different points of view has been done. In this part *1-"2&#"L', *".0-(#!2_1"0#.*'! '*'27"',""'$$#0#,2"!-,2#621" ,"" the future scenarios has been taken into consideration. ABSTRACT ITALIANO

Negli ultimi decenni i campi di ricerca e di applicazione della .0-$#11'-,#""#*""#1'%,"1'"1-,-" ** 0% 2'"!-1c "2 ,2-" !-+#" * " "#L','8'-,#""#*""#1'%,"!-+#""'1!'.*', "!&#"0'%3 0" ,-"* "!-, - !#8'-,#""#*"+ ,3$ 22-"',"3120' *#",-,"1#+ 0 ,-"13$L'!'#,2'" a descrivere una professione completa. Una delle caratter- istiche trasversali e fondamentale di questa trasformazione 7 L"12 2 "*_',20-"38'-,#""#'"!-,!#22'""'"1-12#,' '*'29"#"14'*3..-" sostenibile in progetto di design. Il cambiamento ha riguar- dato anche la metodologia di progettazione: negli ultimi ,,'" *_ 22#,8'-,#" L" . 11 2 " " ** " .0-%#22 8'-,#" "'" .0-"-22'" industriali per la concezione della soluzione articolata con *_- '#22'4-""'"1-""'1$ 0#"*#"#1'%#,8#""#**_32#,2#"#""#*""#1'"# - 0'-" 220 4#01-"*_#* -0 8'-,#""'"3,"1'12#+ "',2#%0 2-""'".0- - dotti e servizi.

B_ 02'!-* 8'-,#""'"3," ..0-!!'-"1-12#,' '*#"!-,"3, " +#2-" - ologia di sistema ha portato i progettisti a concentrarsi su nuovi settori, tra gli altri, il settore sociale. In questa nuova area della professione del design sta iniziando a sperimen- tare nuove direzioni, compresa la progettazione di soluzioni .#0"'*"+'%*'-0 +#,2-""#**#"!-,"'8'-,'""'"4'2 ""#** "!-+3,'29" in cui le persone, le idee, le esigenze e problematiche pos- sono trovare un supporto e le competenze per la nuova cos- truzione collaborativa e le soluzioni creative .

B " 2#1'" 1'" .0-.-,#" "'" * 4-0 0#" 13**#" 223 *'" 22'4'29" + ,3 - ali in casa sociale Via “Lope de Vega” nel quartiere Barona. Questo progetto si basa sul progetto esteso, “Punto e Linea”. B_- '#22'4-"L"/3#**-""'".0-.-00#"3,"1'12#+ "',,-4 2'4-""'".0- - dotti e servizi per migliorare la coesione sociale e il dialogo intergenerazionale tra abitanti e visitatori del palazzo e la zona circostante. Il lavoro di tesi consiste nella progettazione di un sistema di prodotto-servizio che sia in grado di auto-sostenere dal .3,2-""'"4'12 "#!-,-+'!-" ,!&#""-.-"* "L',#""#'"$-,"'""#** " bE-," 8'-,#" F 0'.*-c" 20 1$-0+ ,"-1'" '," 3, " b1-!' *'29" -0 - % ,'88 2 c"#" ,!&#"!-,"3," 11-"'+. 22-"13**_ + '#,2#"" "3," strategie operative con particolare attenzione ai rapporti tra *#". 02'"',2#0#11 2#" **_',2#0,-""#*""'120#22-"H 0-, T

B_ 22'4'29"!&#"& "1-12#,32-"*_',2#0-".0-%#22-Q"& "',2#0#11 2-" quatro campi diversi.

La prima parte si basa sulla revisione della letteratura con *_- '#22'4-""'"',"'4'"3 0#"*#"120 2#%'#Q"'".0-!#11'Q"*#".0 2'!&#" #"*#"',"'! 8'-,'""'""#1'%,".#0"* "1-12#,' '*'29",#*"!-,2#12-"1- - ciale.

La seconda parte della ricerca è sul progetto TANGO (AH-De- sign) sostenibile sociale inclusiva progetto UE e le azioni che è in corso in base ai propri obiettivi e dei loro risultati in 3 "'4#01#"3,'4#01'29"',"J30-. T la sezione di Milano del progetto Tango menzionato prece- "#,2#+#,2#"#_"12 2 ""#1!0'22 "',"+ ,'#0 ""#22 %*'2 2"',"0#* 8' - one alle varie associazioni e stakeholder a questo associati. K3#12 ". 02#"& " , *'88 2-"*#" 22'4'29"#1'12#,2'",#**#"! 1#".-. - olari di via “Lope de Vega” e il progetto di tesi ha lo scopo di migliorarle scoprendo i problemi sociali e ambientali del progetto esistente. Il terzo capitolo affronta in dettaglio, il progetto di design PSS e il metodo MSDS da alcuni cambiamenti confronto al metodo originale per adattarsi al nuovo contesto zona.

La seconda parte del terzo capitolo, si concentra sul contes- to del hub Barona e tratti particolari di questa zona. Questa . 02#"!-,2'#,#"" 2'""#+-%0 L'!'"#"*_ , *'1'""#*"!-,2#12-"#"*#" parti interessate esecutive esistenti per conoscere le poten- 8' *'29"#'"*'+'2'""#*"* 4-0-"',"/3#12-"/3 02'#0#"#""#'"0'13*2 2'" "#**#" 22'4'29""'"!-V"#1'%,Q"!&#" 220 4#01-""'"*-0-"'",3-4'"!-, - !#22'"1-,-"12 2'"!0# 2'"#""'4#,2 0#"* " 1#".#0"* ". 02#"L', *#" del progetto “Remade in Barona”. A seguito di questa parte il nuovo progetto “Remade in Barona” e le sue offerte al popolo di Barona è stato illustrato in dettaglio.

B3,%-"* "/3 02 ". 02#Q"L"12 2 ".0#1#,2 2 "*#"$3230#" 22'4'29""#*" progetto Tango che è la mostra interattiva e workshop sui progetti tesi progettati, con gli stakeholder e i normali fre- quentatori.

,L',#Q".#0"0' 113+#0#"'*".0-!#11-"#""'"0'13*2 2'Q"L"12 2 "$ 2 - ta una valutazione da diversi punti di vista. In questa parte ,!&#"0#.*'! '*'29""#*".0-%#22-"L', *#"',""'4#01'"!-,2#12'"#"%*'" scenari futuri sono stati presi in considerazione. !##$_'$`#-$$$2W$]$;8X #$8[$`4H[$#$?V#

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PART 1 THEORETICAL BACKGROUND

1. PSS INNOVATION A PROMISING APPROACH TO SUSTAINABILITY 1.1 MNO9"" P""O""PQP9O ROHBJ"""STUVQF9WPJTX FJ"""PYP9JZ" SPP[TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT 17 1.2 PSS AS ECO-EFFICIENCY OPPORTUNITY FOR INDUSTRI- ALIZED CONTEXTS...... 22 1.3 PSS AS PROMISING MODEL IN EMERGING AND LOW IN- COME CONTEXTS...... 25 1.4 DISTRIBUTED ECONOMIES: A PROMISING ECONOMIC MODEL FOR SYSTEM INNOVATION COUPLING ECO-EFFICIENCY WITH SOCIAL EQUITY AND COHESION...... 28 1.5 9NJ"""""OPPJ9WHOPJV""""""OSSTUOFN"""""""9U""""""FUZZQR 9Y""""VJXJBUSW MENT...... 34

2. SYSTEM DESIGN FOR APPROPRIATE INTERACTIONS: FOSTERING INTERGENERATIONAL DIALOGUE 2.1 ACTUAL EUROPEAN SITUATION...... 37 2.1.1 DIALOGUE BETWEEN GENERATIONS...... 40 2.2 DIFFERENT METHODS...... 42 2.3 BEST PRACTICES...... 44 PART 2 !"#$ !&W()*+#",-.$/)0

UT, !"#$,!&W()*+#" ,*5* !+"!67),*$0+!7,+"075*+8),)5,-.$/)0 3.1 THE TANGO: A PROJECT TO DESIGN AND FOSTER INNOVA W TIVE SOLUTIONS FOR SOCIAL INCLUSION ...... 97 3.2 ACTIVITIES...... 99 3.3 OUTCOMES...... 104 4. , !"#$,!&,()*+#",+ !79S,-.$/)0 ,+",;+7!" 4.1 THE MILANESE EXPERIENCE...... 105 4.2 THE “PUNTO E LINEA” PROJECT...... 106 4.3 THE “PUNTO E LINEA” INITIATIVES...... 108 4.4 THE FOUR DESIGN THESIS...... 110

PART 3 !"#$,+",;+7!"$,TRSSW$",#$+"#

5. PSS DESIGN PROCESS: MSDS METHOD 5.1 INTRODUCTION...... 113 5.2 STRATEGIC ANALYSIS...... 116 5.2.1 PROCESS...... 118 5.3 EXPLORING OPPORTUNITIES...... 122 5.3.1 PROCESS...... 123 5.4 DESIGN CONCEPTS...... 126 5.4.1 PROCESS...... 127 5.5 DESIGN AND ENGINEERING THE SYSTEM...... 129 5.5.1 PROCESS...... 130 5.6 COMMUNICATION...... 135 5.6.1 PROCESS...... 136 5.7 TOOLS...... 137

6. PSS DESIGN RESULTS: 6.1 STRATEGIC ANALYSIS: THE RESULTS...... 143 6.1.2 THE PROPOSER/THE OFFER/ THE CONTEXT...... 145 6.1.3 CRITICAL ASPECTS ...... 155 6.2 EXPLORING THE OPPORTUNITY (MSDS PHASES)...... 159 6.2.1 STUDENTS PROJECTS FROM SDS COURSE: MAIN IDEAS AND SUGGESTIONS...... 160 6.3 DESIGN SYSTEM CONCEPT...... 167 6.3.1 NEW BEST PRACTICES ...... 168 6.3.2 TRENDS...... 172 6.3.3 CO-DESIGN WORKSHOP...... 179

YT,, &),-.$/)0 7.1 THE BRIEF...... 187 7.2 THE OFFER: HOW IT WORKS (+ OFFERING DYGRAM) ...... 188 7.2 THE ACTORS (+ SYSTEM MAP)...... 192 7.3 THE SERVICE EXPERIENCE (THE STORY BOARD)...... 196 7.4 THE BUSINESS MODEL...... 198 7.4.1 BUSINESS MODEL MAP...... 200 7.4.2 BUSINESS CANVAS...... 202 7.4.3 STAKEHOLDERS MOTIVATION MATRIX...... 204 7.4.4 BUSINESS MODEL CHART...... 206 7.5 THE EVIDENCES...... 210 7.5.1 WEB PAGE...... 210 7.5.2 TICKET...... 214 7.5.3 POSTER...... 216 7.5.4 “EXPERT” CLOTHES...... 218 7.5.5 EVENT...... 220

8. TANGO EXHIBITION 8.1 PROJECTS AS CONTENTS TO EXPLAIN AND DRIVE THE CHANGE ...... 222 8.2 PROJECT AS A CONTENT TO EXPLAIN AND DRIVE THE CHANGE...... 224 8.3 THE EXHIBITION DESIGN GOALS...... 225 8.3 THE EXHIBITION CONTENTS EXPERIENCE...... 227 8.4 MAKE THE CHANGE HAPPEN!...... 229

PART 4 CONCLUSION

9. EVALUATION: PROCESS AND THE RESULTS 9.1 PROCESS: GOOD-BAD RECOMMEND (MSDS REDEFINITION)...... 233 9.2 PROJECT: SUSTAINABILITY DIMENSIONS EVALUATION (SOCIAL, ECONOMIC, ENVIRONMENTAL)...... 235 9.3 TJSB FOH B 9Y" R"U9NJT"FUQR9TY[TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT 242 9.4 THE FUTURE SCENARIO...... 244

,SRT,,.)7)8!"0)*S,0$W()*+#",!0 +8+ +)* - ,,@&9, $,0$W()*+#" 10.1 METHOD AND GOALS...... 245 10.2 HUBBER EXPERIENCE...... 247 10.3 STAKEHOLDER EXPERIENCE...... 249 10.4 INTERNATIONAL EXPERIENCE...... 251 Part 1 16 THEORETICAL BACKGROUND 1 PSS INNOVATION A PROMISING APPROACH TO SUSTAINABILITY

1.1 WHAT IS A SUSTAINABLE 17 -.$(50 W*).8+0),*9* );-**[

Over the last few years, starting with a more stringent interpretation of sustainability, the attention has partially moved 2-""#1'%,"$-0"#!-V#$L'!'#,2"1712#+"',,-4 2'-,Q"2�#$-0#"2-" wider dimension than that of the single product 1. A wide "# 2#%-,%2&#%"#L','2'-,%-$%#!-V#$L'!'#,2%1712#+%',,-4 2'-, took place between design researchers and they decided to use the term Product-Service system.

2% 30-"3!2% 1#04'!#% 1712#+% 377% '1% % 1.#!'L'!% 27.#% -$% 4 *3#% A Product service system (PSS) is a proposition that shifts the business focus from selling prod- 1.#!'P'!&27.#&-$&4 *3#& proposition that ucts to offering a combination of products and services jointly shifts the business ! . *#%2-%$3*L'*% %L', *%!312-+#0%1 2'1$ !2'-, 2. In other words, focus from selling products to offering a PSS can be described as an integrated system of products a combination of products and ser- and services delivered by a network of stakeholders, and devices jointly capable signed to be competitive and satisfy customer needs. 2-&$3*P'*& &P', *&!31 - tomer satisfaction

To clarify this concept we can take the example used in a UNEP publication 3: given the “satisfaction” in having clean clothes, we do not need only a washing machine but also

1. Stahel 1997; Hockerts 1998; Goedkoop, van Halen, Riele, Rommes 1999; Lindhqvist 2000; Cooper 2000; Brezet 2001; Charter, Tischner 2001; Manzini, Vezzoli 2011; Bijma, Stuts, Silvester 2001; Zaring 2001; Mont 2002; UNEP 2002; Scholl 2006 2. Goedkoop et al. 1999; UNEP 2002 3. UNEP, 2002 water, detergent and electricity (and the service that supply them), and maintenance, repair and disposal services. In the case of a traditional product sale, the producer of the washing machine has an interest in reducing material and energy consumption during the production phase (as well as the producer of the detergent and the one of the electricity) but he has no direct economic interest either in limiting consumption during use or reducing the impact of the resulting 18 waste in the environment. So when we talk about system innovation, it is meant an innovation that involves all the different socio-economic stakeholders in this satisfaction system: the washing machine and detergent producers, the water and the electricity suppliers, the user and those responsible Chart 1.1 for maintenance and disposal. A perfect solution linked to Stakeholders in a product life cycle: discrete vs. the satisfaction of having clean clothes is the Pay-per-Use so- system resources optimiza- lution offered by Ariston (an Italian appliances producer). tion In this example Ariston, rather than selling a washing ma-

Chart 1.2 chine, provides access to it enabling clients to have their Stakeholders in a products clothes cleaned. The company provides to the users a wash- and services life-cycle ing machine delivering it to their home (the washing ma- mix: discrete vs. wide system resources optimization chine is not owned by the customers), electricity supply (not

Life cycle( system) Discrete resources Resource optimization: Discrete resources Life cycle( system) optimization based product function- based Wide system resources optimization: optimization based Resource optimization: (e.g producer) solution based (e.g producer) product function- based

[ e.g. Washing machine, function: cloth washing] [ e.g. solution=to have clothes washed] directly paid by the customer), maintenance, and end-of-life collection. The costumer payment is based only on the num- ber of washes he does. Basically, rather than the “traditional” forms of sales, ownership, consume and disposal, this value proposition is focused on delivering a particular satisfaction, in this case “having clean clothes”; and this satisfaction is delivered through a mix of products (owned by Ariston) and services. Within this business model Ariston is not economically stimulated in accelerating the replacement of washing 19 machines in order to increase sales. Rather the company is interested in reducing as much as possible the washing machine energy consumption in order to reduce operational !-121% ,"%+ 6'+'1#%.0-L'21Q% ,"%',%"#1'%,',%% ,"%.0-4'"',%% long lasting, reusable and recyclable washing machines in order to postpone the disposal costs and reducing the costs for the manufacturing of new washing machines.

These innovative PSS could lead “to a system minimization innovative PSS could lead “to a system of resources, as a consequence of innovative stakeholder in- minimization of 4 resources, as a con- teraction and related converging economic interests” . PSS sequence of innova- innovation can be seen as a possible choice for companies to tive stakeholder interaction and separate resource consumption from its traditional connec- related converging 2'-,%5'2&%.0-L'2% ,"%12 ," 0"%-$%*'4',%%'+.0-4#+#,21R%2-%L',"% economic interests. ,#5%.0-L'2%!#,20#1Q%2-%!-+.#2#% ,"%%#,#0 2#%4 *3#% ,"%1-!' *% equity while decreasing total resource consumption.

PSS innovation is potentially a win- win solution: winning for the producer/providers, the users and the environment 5.

@#%"-,_2%& 4#%2-% 113+#%2& 2%377%'1%17,-,7+-31%-$%*-5%#,4' - ronmental impact: it does not guarantee environmental im- provements. As stated by UNEP (2002) PSSs only have the

4. UNEP 2002 5. Vezzoli, 2006 potential to do so. PSSs in fact offer a promising concept to move in the direction of sustainability; but this potential can be exploited only if PSSs are properly designed, developed and delivered (Ceschin, 2010).

B,%-0"#0%2-% #%#!-V#$L'!'#,2Q% %377%1&-3*"%!0# 2#%#!-,-+'!% ,"% competitive incentives to decrease and optimise matrial and energy consumption for all the actors of the network. Sec- 20 ondly, all the products belonging to the PSS should be properly designed and developed with a low environmental im- . !2%',%2&#%4 0'-31%.& 1#%-$%2&#%*'$#%!7!*#T%D&#%!-,L'%30 2'-, -$% ,#5% 12 )#&-*"#01_% ',2#0 !2'-,1% !-,12'232#1% 2&#% 12 02',%% point towards achieving certain environmental results, but it is only with the proper design of the products associated with the PSS that these results can be actually achieved.

72 02',%%$0-+%2#%!-,1'"#0 2'-,1% ,%#!-V#$L'!'#,2%377%! , Figure 1.3 PSS: a winning solution (adapted from UNEP Division of Technology, Industry and Economics)

As a company, As a citizen, As a government, you think about environ- you want to make respon- you are concered mentally favourable ways sible purchase desisions about maintaning a of enchancing growth and improve your quality sound economy and and competitiveness of of life without adversely a healthy environment your business a"ecting the environment for all

PRODUCT SERVICE SYSTEM: A WIN WIN SOLUTION

Government promotes Companies provide a Consumers buy a service more sustainable produc- service instead of tangible to ful!ll their needs tion and consumption products instead of buying a prod- patterns. ucts #%"#L',#"% 1% %377%b5�#%2&#%#!-,-+'!% ,"%!-+.#2'2'4#%', - terest of the providers continuously seeks environmentally #,#L'!' *%,#5%1-*32'-,1c% 6T%H!-V#$L'!'#,2%377%'1%,-2% *5 71% % sustainable PSS. In order to be sustainable, we have to in- clude also the socio-ethical dimension. The socio-ethical di- +#,1'-,%! ,% #%!* 11'L'#"%',%2&0##%1-!'-V%#2&'! *%%0-3.1S% ben- #P'21&$-0&!312-+#01Q&$-0&2&#&4 *3#&!& ',Q& ,"&$-0&2&#&1-!'#27& at a whole . These three socio-ethical aspects in a PSS allow to: improve quality of life, enable a responsible/ sustainable 21 consumption, increase equity and justice in relation to stakeholders, integrate weak people (e.g. kids, elderly, differently able, etc.) and marginalized people (e.g. unemployed, illiter- ate, etc.) in the value chain, increase in local employment and a consequent dissemination of skills, create new business opportunities for entrepreneurs, improve social cohesion, empower and enhance local resources.

6. Lens, 2011 1.2 !!"#!"$%&W$(()%)$*%+"& &,-.*)-+" FOR INDUSTRIALISED CONTEXTS

Over the last few years some design research centers, starting with a stringent interpretation of environmental sustainability (that requires a systemic discontinuity, i.e. radical innovation 22 in the production and consumption patterns), have reset part of the debate on design for sustainability starting from system ',,-4 2'-,T%2!!-0"',%%2-%+-12%0#1# 0!% %1'%,'L'! ,2% + '2%',% which to act promote radical changes for sustainable consumption seems to be the widening possibilities for innovation be- 7-,"%2&#%.0-"3!2T%J-0#%1.#!'L'! **7Q%2&'1%#,2 '*1%',,-4 2'-,%-$% the system, i.e. an integrated mix of products and services that together are able to satisfy a particular demand of the customer 1.

&566&'1&"#P',#"& 1&b & Commonly referred to in this context as a Product-Service Sys- system of products and 2 services (and related tem (PSS), Mont %"#L',#1%'2% 1%b %1712#+%-$%.0-"3!21Q%1#04'!#1Q% infrastructure) which network of actors and supporting infrastructure that continu- are jointly capable of $3*P'**',%&!*'#,2&,##"1& ously strives to be competitive, satisfy customer needs and have -0&"#+ ,"1&+-0#&#$P' - ciently and with higher a lower impact than traditional business models”. value for both companies and customers. More recently, in the United Nations Environment Program publication 3Q% %377%'1%"#L',#"% 1%b %1712#+%-$%.0-"3!21% ,"%1#04'!#1% ,"%0#* 2#"%',$0 1203!230#%5&'!&% 0#%(-',2*7%! . *#%-$%$3*L'** - ',%%!*'#,2%,##"1%-0%"#+ ,"1%+-0#%#$L'!'#,2*7% ,"%5'2&%&'%�% value for both companies and customers than purely product based solutions”. In fact, it is a shared opinion that “PSS could decouple the creation of value from consumption of materials ,"%#,#0%7% ,"%2&31%1'%,'L'! ,2*7%0#"3!#%2&#%*'$#V!7!*#%#,4'0-, - mental load of current product systems”.

1. Goedkoop, van Halen, Riele, Rommes, 1999; Brezet, 2001; Charter, Tischner, 2001; Man- zini, Vezzoli, 2001; Bijma, Stuts, Silvester, 2001 2. Mont, 2002 3. UNEP, Tischner, Vezzoli, 2009 To clarify this assumption let us make an example. The ‘solar heat service’, AMG, Palermo, Italy Th #!^1-* 0!&# 2!1#04'!#_!'1! !$3**V1#04'!#!.0-4'"',%! !P', *!0#13*2Q! consist ',%!',!^1#**',%_!&-2!5 2#0! 1! !P','1&#"!.0-"3!2T!9-2!5 2#0! is produced by new equipment that combines solar energy and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�Q!&-2! 5 2#0!'1!1-*"! 1! ,!#,2'0#!1#04'!#T!I'2&!AB>!2&#!!-,13+#0!. 71!2-! 0#!#'4#! !!-+.0#&#,1'4#!1#04'!#!!-4#0',%!',12 ** 2'-,Q! 2�+ *V #,#0%7!+#2#01! ,"!!20 ,1.-02 2'-,!-$!+#2& ,#!2-!2&#! -'*#01T!I'2&! #/3'.+#,2!+ ',2#, ,!#!.0-4'"#"! 1!5#**Q!2&#!!312-+#0!'1! 37',%! !^P', *!0#13*2_T!K'**',%!'1! 7!3,'2!-$!1#04'!#! ,"!,-2!.#0!3,'2!-$!!-, - 13+#"!0#1-30!#1Q!2&#!!-+. ,7! #!-+#1!+-2'4 2#"!2-!',,-4 2#!',! order to minimize the energy consumed in use: the less methane consumed (the higher the use of solar energy and the greater the #$P'!'#,!7!-$!2&#!1712#+!2&#!&'%�!2&#!',!-+#!$-0!AB>T

As is clear from this example, it is a shared opinion that these innovations could lead “to a system minimization of resources, as a consequence of innovative stakeholder interactions and related converging economic interests” 4T%D&31%#!-V#$L'!'#,2%1712#+% innovation derives from a new convergence of interest between the different stakeholders: innovation not only at a product (or 1#+'VL','1&#"%*#4#*Q% 32% -4#% **% 1%,#5%$-0+1%-$%',2#0 !2'-, partnership between different stakeholders, belonging to a particular value production system. A value production system in- !*3"#1%2&#%4 *3#%!& ',1%-$% %L'0+_1%13..*'#0% ,"%2&#'0%13..*'#01% **%2&#%5 7% !)Q%2&#%L'0+%'21#*$Q%2&#%L'0+_1%"'120' 32'-,%!& , -

4. UNEP, 2002 ,#*1Q% ,"%2&#%L'0+_1% 37#01% ,"%'1%.0#13+ *7%#62#,"#"%2-%2&#% buyers of their products, and so on) 5.

The characteristics of a Product-Service System innovation are the following:

%%% They are rooted in a satisfaction-based economic model, i.e. each offer is developed/designed and delivered in relation to a particular customer “satisfaction” (unit of satisfaction); 24 %%% They are stakeholder interaction-based innovations, i.e. they are radical innovations, not so much in technological terms as in new interactions/partnerships between the stakeholders of a particular value/satisfaction production system; %% &9&& 4#& ,&',20',1'!&#!-V#$P'!'#,!7&.-2#,2' *Q i.e. they are ',,-4 2'-,1%',%5&'!&%'2%'1%2&#%!-+. ,7 !-+. ,'#1_%#!-,-+'!% and competitive interest that may lead to a reduction in envi- 0-,+#,2 *%'+. !2%1712#+%#!-V#$L'!'#,!7S%"#!-3.*',%%2&#%!0# - tion of value from resources consumption).

Most of the research efforts investigating PSS have been focus- ing mainly on the environmental and economical dimensions of sustainability and have mainly considered industrialized contexts. Nevertheless, an emerging hypothesis we came upon has proposed that such innovations are also favorable for emerging or low-income contexts and help to tackle the socio-ethical dimension of sustainability together with the environmental (and economical) one. These issues are discussed in the following paragraph.

5. Porter, 2006 1.3 PSS INNOVATION FOR SUSTAINABILITY: AN APPROACH FOR EMERGING AND /&0W)*%&1$"%&*-$2-!

In year 2000 the United Nations Environment Program (UNEP) set up a group of international researchers 1 to both 25 disseminate world-wide the concept of Product-Service Sys- tems innovation, and start exploring new PSS potentialities, which can be summed up in the following queries.

The international group of experts engaged by UNEP, has been given the following research working hypothesis: “PSS may act as business opportunities to facilitate the process of social-economical development in emerging and low-income contexts - by jumping over or by-passing the stage of individual consumption/ownership of mass produced goods - towards a “satisfaction-based” and low resources intensive advanced service-economy” (UNEP, 2002).

D-%!* 0'$7%2&'1%5-0)',%%&7.-2'1%*#2_1%*--)% 2% ,%#6 +.*#% of Product-Service System innovation in low-income and emerging contexts 2.

Distributed Solar Energy and electrical devices as an all- inclusive package, Brazil L '-!@-1 !$-3,"#"! -2&! !$-0V.0-P'2!!-0.-0 2'-,Q!A%0-#*#!20'!! ?712#+!-$!A..0-.0' 2#!C#!&,-*-%7!?CA! ,"! !,-2V$-0!.0-P'2!

1. The work involved a group of researchers (including the author) from industrialized, emerging and low-income countries; it was set up in 2000 and ended in 2002 presenting the main achievements within the publication UNEP, 2002. Product-Service System. Op- portunities for Sustainable Solutions. 2. The cases presented in this chapter come from the already mentioned UNEP booklet of 2002 and from a case databank of the WBCSD, both freely available at their respective web 1'2#%&22.S 555T3,#.T$0 1!. .3 *'! 2'-,1 "#2 '*1T 1.['"-@HP RRZS 32% ,"%&22.S www.wbcsd.ch/plugins/DocSearch ). -0% ,'8 2'-,Q!2&#!G,12'232#!$-0!N#4#*-.+#,2!-$!O 230 *!P,#0%7! ,"!?312 ', '*'27!GNPAA?T!C??LA!"#4#*-.#"! ! 1'!!.&-2- - 4-*2 '!!1-* 0!&-+#!1712#+! ,"!',!XVVWQ!@-1 ! #% ,!#6.*-0',%! ! ,#5! 31',#11!+-"#*!2-!.0-4'"#!K0 8'*1!030 *!.#-.*#!5'2&!5& 2! 2!,##"#"S!!#,#0%7!1#04'!#1Q!,-2!(312!1-* 0!#,#0%7T!C-!2& 2!#,"! C??LA!"#4#*-.#"! !*# 1',%!1203!230#!5�# 7!!312-+#01!. 7! ! +-,2&*7!$##!$-0!2&#!31#!-$!!-12V#$$#!2'4#!1-* 0!#,#0%7!. !) %#1T! C??LA!!312-+#01!1'%,! !2&0##V7# 0!1#04'!#!!-,20 !2! 32!! ,!#,"! 26 2&#!!-,20 !2! 2! ,72'+#! 7!. 7',%!2&#!!-12!-$!3,V',12 ** 2'-,T! ?-* 0!&-+#!)'21Q! 1!C??LA!! **1!2&#+Q!',!*3"#!2&#!& 0"5 0#! ,##"#"!2-!%#,#0 2#!#,#0%7Q!5&'*#! *1-!.0-4'"',%!2&#!',12 ** - tion service and products that use the electricity generated by 2&#!1-* 0!&-+#!1712#+Q!13!&! 1!*'%&2',%! ,"!#*#!20'! *!-32*#21T! A**!-$!2&#!2 ,%' *#!',.321! 0#!-5,#"! 7!?CA! ,"!-,*7!2&#!1#04'!#! .0-4'"#"! 7!2#!+ 2#0' *1! 0#!*# 1#"!2-!!312-+#01T!G2!'1!#,4' - ronmentally sustainable because it uses the solar energy; it is socioethically sustainable because give to poor people access to useful services; it is economically sustainable because is a 31',#11!$-0!C??LA!!-+. ,7T!

The case presented shows Product-Service System innovation as an approach applicable e