markets in the right directions
development problems that cannot
greater demand for detailed product
with requirements like recycling,
be solved through traditional supply
information. Consuming low-impact
standards, taxes, subsidies and other
chain models may be addressed
products is impossible without
carrots and sticks.
through co-development networks
knowing which products are in
of consumers, academia, other
fact low-impact and understanding
Co-creating value in webs
businesses, individuals and other
how to use them. Product on-pack
No business is an island. Neither is
players. Within each context,
labeling will be just one way of
it a single supply chain with simple
different economic actors –
communicating to consumers. It will
linear inputs and outputs. The more
suppliers, business partners, allies,
only motivate or influence behavior
apt and more valuable metaphor for
customers – work together to
when it is part of a comprehensive
business today is the network, or
co-produce value and match the
communications and consumer
web, of relationships and systems,
various capabilities of participants
engagement plan. IT/ICT will also
each with its own inputs and
more efficiently and effectively
play an important role, allowing
outputs. Its value is determined
than possible individually. Sharing
consumers access to this information
less by the products and services
knowledge and practices in these
and enabling them to review and
that it delivers than by the way the
networks also removes barriers to
share feedback with each other and
customer uses them.
sharing other information.
with the businesses that create and sell these products. These systems
New business and distribution
will present opportunities for
systems
businesses that gain greater insight
In the context of a market based
into consumer demands and co-
on changing values, networks have
create products with consumers, and
some important implications. On
for customers who find themselves
both the supply and demand side,
more empowered to communicate
networks ideally entail collaboration
their interests and expectations.
among business, governments
At the same time, the power of
and society (including consumers)
customer networks presents an
to define sustainable products
added element of risk to businesses:
and lifestyles. In a networked
better communication will accelerate
business universe, companies can
the failure of products and services
take advantage of technology’s
that do not meet consumer
greater connectivity to involve
expectations; all the more reason
more customers in developing and
for businesses to fully engage their
designing products and creating
constituencies throughout product
value for themselves.
development. On the supply side, the network Businesses and governments will
model presents new opportunities
do their best to build the case for
for industries to find ways to
sustainability in consumers’ minds,
close loops, saving resources and
and it will have some positive effect.
cutting costs. One sector’s waste
But success will take more than
can be another’s raw material, a
massive public service campaigns.
discovery only possible if the two
Governments will need to encourage
are connected. Product and service
Vision 2050: The new agenda for business
53
4 – Opportunities
sustainable lifestyles, there will be a