Adi Wolfson

1. Sustainability through Service
Prof. Adi Wolfson
Green Processes Cente
SCE

2. Worldwide changes of environmental outlook
Paradigm period Perspective
Nature protection 60th Conservation, preservation
Environmental quality 70th Reducing environmental hazards
“Green” 80th Rational use of resources
Sustainability 90th Integrating environmental,
economical and social aspects
Beyond sustainability Near
future
Symbiosis, regenerative, resilience

3. Sustainability
Sustainability is a measure of the capacity of a certain process or
system to balance the needs of the present without compromising
the ability of future generations to meet their own needs.
•Holistic
•Integrative
•Possible
•Applicable
How to reach it ?
How to break theory into action ?

4. Service
•Whatever is not agriculture or manufacturing.
•An intangible product.
•Transformation of values from a supplier to a customer.
Service Mode:
(I) super-service
(ii) self-service
(iii) mixed-service

5. Sustainability and Service
Consumer:
Human-beings,
animals, plants
Supplier:
Nature
Value:
good,
service
Type Description Examples
Provisioning
services
Tangible products obtained
from ecosystems
Water, food, bio-chemicals, fuels,
fibers
Regulating
services
Intangible products obtained
from the regulation of
ecosystems
Water purification, air purification,
water regulation, climate regulation,
pollination
Cultural
services
Intangible products obtained
from ecosystems
Spiritual and religious value, social
relations, aesthetic values
Supporting
services
Intangible products required
for the production and
maintenance of other
ecosystem services
Primary production, soil formation,
nutrient cycling, provision of habitat
Ecosystem Services

6. Sustainability and Service
Environmental Services
•Disposal services provide an absorptive sink for residuals, e.g., the
disposal, recycling, reclamation and re-use of waste and wastewater
treatment.
•Productive services provide a rational use of natural resources,
e.g., services that promote energy conservation projects.
•Consumer or consumption services provide for the physiological,
recreational and other similar needs of human beings, e.g.,
environmental consulting, monitoring, and control.

7. Sustainability and Service
Environmentally Friendly/ Green Services

8. Product Service System (Eco-efficient Services)
“Marketable systems of products and services capable of fulfilling a user’s demand”
Service type Supplier/
Provider
Value Consumer
/Customer
Product-service systems
1. Product-based (Product orientation)
i. Product-relate
ii Advice, consultancy
2. Service-based
(Use-orientation)
i. Leasing
ii Renting or sharing
iii Pooling
3. Solution-based
(Result-orientation)
i. Outsourcing
ii Pay per service
Supplier
Provider
Provider
Pro./
Serv.
Pro./
Serv.
Pro./
Serv.
Consumer
Customer
Customer

9. CleanServs
A CleanServ is a service that is competitive with, if not superior to,
its conventional tangible or intangible counterparts and one that
reduces the use of natural resources and cuts or eliminates
emissions and wastes while increasing the responsibilities of both
provider and customer.

10. Sustainable Service
• Fulfills customer demands without negatively influencing the customer's
natural and social environments.
• Maintained for long periods of time.
• Integrates services, agriculture, and manufacturing processes.
• Integrates natural resources, knowledge and information, and technologies.
• Every customer becomes a supplier of sustainability.
CostumerProvider
Value
Supply
chain
Facilities
Green Product
Product-Service systems
ClenaTechs
Technology-Service systems
Co-creation
Value
Core-value Super-value
Future
generation
Current
generation

11. Music Market
Provider: music company.
Customer: music fans.
Core-value: music transaction.
Super-value: music production and office, warehouse, car and
computer operation.
Service type: product-service system: (1) product-oriented service,
product-related type, (2) use-oriented, product sharing type, (3)
result-oriented, functional result type.
CleanServ class: (2) reduction, (3) replacement.
Service mode: (1) super-service, (2) mixed-service, (3) self-service.
Co-creation type: (1) consume, (2) co-produce, (3). co-produce.
.

12. Chain Value

13. Value (1) Retail (2) e-Commerce (3) Digital
Transport CV 1850 675 0
Loading energy CV 0 0 10
Internet search CV 0 10 10
Computer energy CV 0 10 10
Retail store energy CV 250 0 0
CD production SV 250 250 0
Packing SV 575 875 0
Warehouse energy SV 250 250 0
Date center energy SV 0 0 400
Sum CV+SV 3175 2070 430
Sustainability co-
creation level 1.39 0.01 0.08
Sustainability value-
ratio 1.95 0.51 0.08
Carbon Footprint

14. Transportation
Provider: transportation company.
Customer: passenger.
Core-value: journey.
Super-value: car production and maintenance.
Service type: product-service system.
CleanServ class: reduction, replacement, efficiency.
Service mode: super-service, mixed-service, self-service.
Co-creation type: consume, co-produce, co-design.

15. 144
43
305
38
72
36
90
64
108
13
45
23
0
50
100
150
200
250
300
350
400
450
Private car Light rail Urban diesel
bus (off-
peak)
Urban diesel
bus (Peak)
Car-pool (2
people)
Car-pool (4
people)
Non-operation Super-value
Operation Core-value
gCO2/Passenger*km
Carbon Footprint

16. Sustainability as Service
•Sustainability is intangible value that is delivered from provider to
customer via a co-creation process, i.e., a service.
•This definition is in agreement with the service-dominant logic
concept.
•The focus is on sustainability itself to ensure that sustainability is
the primary driving force and core-value of the service.
•Creation of an organized framework to facilitate the active
implementation of sustainability.
•Multiply providers and customers
•All levels of co-creation.

17. Environmental Social Economic
Individuals/small groups/companies
Local Global Local Global Local Global
Short-
term
*Knowledge
*Awareness
*Decision-making
*Knowledge
*Awareness
*Decision-making
*Knowledge
*Awareness
*Decision-making
Long-
term
*Decision-making
* Innovation
*Change of habits
*Education and publicity
*Wellbeing
Innovation
Societies/ big groups/ corporations
Local Global Local Global Local Global
Short-
term
*Knowledge
*Awareness
*Knowledge
*Awareness
*Education and publicity
*Knowledge
*Awareness
Long-
term
*Decision-making
* Innovation
*Innovation
*Wellbeing
*Higher quality of life
Innovation
Example-Research

18. Example-Research

20. • Sustainable value: Sustainability should be an essential part of
value delivery, i.e., triple bottom line.
• Whole-value orientation: Both core- and super-values should be
considered.
• Value co-creation: Value co-creation processes – where the
provider furnishes a platform to deliver the service and the
customer participates in the service delivery by sharing some of
the resources, tasks and capabilities – should be included.
• Value continuity: The customer should be allowed and even
compelled to be a provider of sustainability, i.e., from customer to
provider.
• Value life-cycle: All life-cycle phases and the resource-based life-
cycle of the service should incorporate sustainability.
• Intangibility of value: A solution should be delivered that is
based on an intangible instead of a tangible product, i.e., prevent,
reduce, replace, make efficient, or offset the use of goods.
• Sustainability as value: Sustainability should be delivered as a
service in and of itself.
Conclusions

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Assessing Sustainable Services
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