Emiliano Duch Workshop

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Emiliano Duch Workshop

  1. 1. The environmental industries cluster initiative in Vastra Gotaland case support slides European Club of Cluster Managers launch Break out session: Cluster Excellence Initiative- Example of training materials: Practical case on industry analysis Prof. Emiliano Duch, IESE Business School Brussels, 29th September2010 These slides have to be interpreted with the explanation given in class, and are intended as support to the discussion of the case “The environmental industries cluster in Vastra Gotaland”, not for use outside this workshop
  2. 2. How? The CRI Methodology THE THREE PILLARS OF WISDOM INTERNAL ANALYSIS PROCESS 2 29/09/2010
  3. 3. CLUSTER ANALYSIS IN 10 STEPS 1- Cluster Ma pping 2- Stra tegic Segmenta tion 3- Segment Attra ctiveness' Evolution (5 F) t-5y t t+5y 4- Adva nced BPC a na lysis 5- Generic Stra tegic Options for the future 6- KSFs for the most innova tive option 7- Idea l Va lue Cha in a nd cluster Dia mond for chosen option Value chain 8- Benchma rking our cluster a ga inst reference/ idea l cluster Value Value chain chain 9- Fea sible stra tegic options for cluster compa nies A B 10- Area s to improve a t compa ny a nd cluster level (-) Value chain (-) (-) (-) 3 29/09/2010
  4. 4. 1- Cluster Mapping CLUSTERS AS A UNIT FOR STRATEGY ANALYSIS AND FORMULATION NEED RIGHT STRATEGIC FOCUSSING ZOOMING IN FOR DISTINCT STRATEGIC SEGMENTS ZOOMING OUT FOR COMPLEX INTER-CLUSTER VALUE SYSTEMS
  5. 5. 1-Cluster Mapping: Environmental Cluster VGR Environmental Companies in Västra Götaland – north, east Bransch samtliga företag 30 25 20 15 Företag 10 5 0 Övrigt Återvinning Vatten Luft Transport Mark Energioptimering Förnyelsebar Energi Miljöanpassade Produkter Miljöföretag enl företagets egen bedömning 5 29/09/2010
  6. 6. 1-Cluster Mapping: Environmental Cluster VGR Ventilation Cluster Förklaring Komponentleverantörer Installatörer Konsultföretag Systemleverantörer Kunskapsöverförings-, FoU-, och Utbildningsinstitutioner Kundgrupper Grossister, Återförsäljare Delsystemleverantörer Branschorganisationer Övriga 6 29/09/2010
  7. 7. Ventilation Cluster in Boras Forskningsinstitutioner Kunskapsöverföringsorgan -- Forskningsinstitutioner Utbildningsinstitutioner Förvaltning -- Chalmers -- Chalmers -- Högskolan i Borås -Branschforskningsinstitut -- Högskolan i Borås -Västra Götalandsregionen -- SIFU -VISANU-programmet Installationsföretag Byggföretag KUNDER Systemleverantörer -- Bravida AB - Vastbygg -- PM Luft AB -- Medin Ventilation AB Kommersiella/ industriella - Aeolus Ventilations AB --YIT Building System AB - Skanska - NCC Teknik byggnader -- Öman Klimatteknik Komponenttillverkare Sjukhus - ABC ventilation/Boras AB -Västfastigheter -Scanfilter -Borås Lasarett -Bevent Rash -Camfil Filter VVS/Energi Konsulter - Skolor/offentliga byggn. -Mondial filter - Akademiska Hus Arkitekter - Entreprenadplanering -- VVS Controll Serviceföretag Bostäder Undersystemleverantörer -- ÅF - Bravida - Bostads AB Poseidon - KABONA AB -- Bengt Dahlgren AB - Honeywell INU Control AB - - Klimat Comfort - IMI Indoor Climate Branscharrangemang Certifieringsorgan Branschorgan Kontrollfunktioner -IKK - Eurovent - Eurovent / CECOMAF - OVK - - Svensk ventilation -Pollutec- - SP - Swedac 7 29/09/2010
  8. 8. 3-Segment Attractiveness’ Evolution (Ventilation cluster in VGR) SIAQ, a more attractive business? SUSTAINABLE Energi INDOOR AIR Effektivitet QUALITY, SIAQ Pris på HVAC Utrustning LEVERANTÖRER Prestanda på Luftkvalitet Utrustning 8 29/09/2010
  9. 9. 3-Segment Attractiveness’ Evolution Threat of new entrants Jockeying for position Bargaining power of among current Bargaining power of suppliers competitors customers Threat of substitutive products or services 9 29/09/2010
  10. 10. Is this an attractive business? Ventilation equipment business B. Of E. •Low because no sophisticated technology Low barriers to entry, plenty of Intensive competition •Easy substitution (open a substitutes and increased competition result in industry with low margins window) + Pdts of Subst. Providers • Standard component s and • Big and powerful clients Customers Strong suppliers and buyers (construction co.) take margins providers B. Of E. Provide HVAC Sub Customer rs contracting s Pdts of Subst. 10 29/09/2010
  11. 11. Is this an attractive business? Indoor Air Quality service business B. Of E. •Low because no sophisticated technology High barriers to entry, no substitutes and Intensive competition •Easy substitution (open a reduced competition result in industry with higher margins window) + but by selling Pdts of Subst. • Standard Strong suppliers service directly to final owners we • Big and Providers component Customers powerful s and clients providers overcome power of construction co. B. Of E. Provide HVAC Sub Customer rs contracting s Pdts of Subst. 11 29/09/2010
  12. 12. 7- Ideal Value Chain At company level FIRM INFRASTRUCTURE HUMAN RESSOURCES MANAGEMENT SUPPORT ACTIVITIES TECHNOLOGY DEVELOPMENT PROCUEREMENT OPERATIONS MARKETING AND SALES SERVICE INBOUND OUTBOUND LOGISTICS LOGISTICS PRIMARY ACTIVITIES Companies compete operating activities, in which you can find their competitive advantage 12 29/09/2010
  13. 13. 7- Ideal Value Chain and Diamond At Cluster level Govern Firm strategy, ment structure and rivalry Factor Demand conditions conditions Related and supporting industries 13 29/09/2010
  14. 14. A Ventilation cluster division Forskningsinstitutioner Kunskapsöverföringsorgan -- Forskningsinstitutioner Utbildningsinstitutioner Förvaltning -- Chalmers -- Chalmers -- Högskolan i Borås -Branschforskningsinstitut -- Högskolan i Borås -Västra Götalandsregionen -- SIFU -VISANU-programmet Installationsföretag Byggföretag KUNDER Systemleverantörer -- Bravida AB - Vastbygg -- PM Luft AB -- Medin Ventilation AB Kommersiella/ industriella - Aeolus Ventilations AB --YIT Building System AB - Skanska - NCC Teknik byggnader -- Öman Klimatteknik Komponenttillverkare Sjukhus - ABC ventilation/Boras AB -Västfastigheter -Scanfilter -Borås Lasarett -Bevent Rash -Camfil Filter VVS/Energi Konsulter - Skolor/offentliga byggn. -Mondial filter - Akademiska Hus Arkitekter - Entreprenadplanering -- VVS Controll Serviceföretag Bostäder Undersystemleverantörer -- ÅF - Bravida - Bostads AB Poseidon - KABONA AB -- Bengt Dahlgren AB - Honeywell INU Control AB - - Klimat Comfort - IMI Indoor Climate Branscharrangemang Certifieringsorgan Branschorgan Kontrollfunktioner -IKK - Eurovent - Eurovent / CECOMAF - OVK - - Svensk ventilation -Pollutec- - SP - Swedac 14 29/09/2010
  15. 15. An IAQ service cluster integration Forskningsinstitutioner Kunskapsöverföringsorgan -- Forskningsinstitutioner Utbildningsinstitutioner Förvaltning -- Chalmers -- Chalmers -- Högskolan i Borås -Branschforskningsinstitut -- Högskolan i Borås -Västra Götalandsregionen -- SIFU -VISANU-programmet Installationsföretag Byggföretag KUNDER Systemleverantörer -- Bravida AB - Vastbygg -- PM Luft AB -- Medin Ventilation AB Kommersiella/ industriella - Aeolus Ventilations AB --YIT Building System AB - Skanska - NCC Teknik byggnader -- Öman Klimatteknik Komponenttillverkare Sjukhus - ABC ventilation/Boras AB -Västfastigheter -Scanfilter -Borås Lasarett -Bevent Rash -Camfil Filter VVS/Energi Konsulter - Skolor/offentliga byggn. -Mondial filter - Akademiska Hus Arkitekter - Entreprenadplanering -- VVS Controll Serviceföretag Bostäder Undersystemleverantörer -- ÅF - Bravida - Bostads AB Poseidon - KABONA AB -- Bengt Dahlgren AB - Honeywell INU Control AB - - Klimat Comfort - IMI Indoor Climate Branscharrangemang Certifieringsorgan Branschorgan Kontrollfunktioner -IKK - Eurovent - Eurovent / CECOMAF - OVK - - Svensk ventilation -Pollutec- - SP - Swedac 15 29/09/2010
  16. 16. Who is doing it already? FINISH SIAQ R+D ACTIVITIES TEKES Productive Office 2005 project GENANO, nanotechnology for SIAQ – MFI method for ultra-fine particles 16 29/09/2010
  17. 17. Who is doing it already? FINISH INTERNATIONALIZATION ACTIVITIES Hosting of ISIAQC headquarters – Newsletter,… Healthy Buildings Conference 2003 – Papers presented 290 – Finland 29 – Denmark 15 – Germany 15 – Sweden 14 – Lifa Air sponsorship 17 29/09/2010
  18. 18. Who is doing it already? SIAQ DEMAND INITIATIVES IN FINLAND Indoor Air Year 2002 – 130.000 brochures distributed – 15 seminars for real estate professionals (1000) – 80 indoor air groups in municipalities Classification of Indoor Air Climate 2000 – Developed by collaboration between IAQ sector, architects, building owners and construction industry associations Finish Society of Indoor Air Quality and Climate A scientific/commercial non profit organization 18 Norway 29/09/2010 Sweden SE
  19. 19. 10- Areas to improve at company + cluster level SIAQ klusterprojekt (DS) The CCR survey (HN) Strategic response to industry changes (ED) Immediate actions of the VGR SIAQ cluster – “Green Indoor Air” label (SP-ES, IMU) – SIAQ awareness campaign 2004-2006 (SP-JRN) – The Boras model (LFK) – VGR SIAQ procurement enhancement (VGR-GS) – Pilot experience: Vastfastingheter (VFH) – SIAQ cluster alliances programme (VGR- HN) – Vertical cluster alliances examples (PM, EP) – “SWEDISH SIAQ CLUSTER” group (SP-JRN) 19 29/09/2010
  20. 20. Results: Change of business model 20 29/09/2010
  21. 21. Energizing Indoor Climate Think of us as a leaf on a tree. Stifab Farex and PM-Luft, two companies with a long history behind them, two companies with huge experience and numerous traditions, are now known as Swegon. Our job is to remove anything undesirable from the air – and to add what’s missing. This is how we create healthy and energizing indoor environments, where the focus is on the occupants and well-being is a prime concern. 21 29/09/2010
  22. 22. Change of business model example Akademiska Hus is a 100% public owned real-estate company, privately managed Owns and manages universities and research institutes in Sweden: – 3.5 M sqm, turnover 2007: 470 M€ – Design, building, refurbishment, maintenance, development solutions Reduction of their consumption per m2 by two in 6 years
  23. 23. Change of business model example User driven innovation from Akademiska Hus allows its suppliers stability for product development and pilot experiences IDCC Intelligent Diffuser for Software and hardware for Climate Control: building data acquisition and Saves 90% of warm air analysis: 50% electricity in ventilations 10,000 data points from 20% as radiator Akademiska Hus buildings And 25% less investment analyzed per hour
  24. 24. CLUSTER ANALYSIS IN 10 STEPS 1- Cluster Ma pping 2- Stra tegic Segmenta tion 3- Segment Attra ctiveness' Evolution (5 F) t-5y t t+5y 4- Adva nced BPC a na lysis 5- Generic Stra tegic Options for the future 6- KSFs for the most innova tive option 7- Idea l Va lue Cha in a nd cluster Dia mond for chosen option Value chain 8- Benchma rking our cluster a ga inst reference/ idea l cluster Value Value chain chain 9- Fea sible stra tegic options for cluster compa nies A B 10- Area s to improve a t compa ny a nd cluster level (-) Value chain (-) (-) (-) 24 29/09/2010

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