Stimulating Sustainability in SMEs           by Murk Peutz          ISPIM conference         Hamburg, June 2011
2How to define and measure sustainability?           Definition                                 Measurement Companies are ...
3Uptake of sustainability in SME’s is slow              acknowledge…Entrepreneurs acknowledge                  …but slowly...
4Implementing sustainability in SMEs         Success factors                       ObstaclesSustainable proposition       ...
5Sustainability Quick ScanSelf diagnosis tool developed to create awareness     Features • Easy to complete • 34 questions...
6Questions of the Sustainability Quick Scan        Categories             Successfactor proxy1. General questions         ...
7Analysing 1000 Sustainability Quick Scans            Results•     Total score of company on                              ...
8                       GREEN PROPOSITIONGREEN SUPPLY CHAIN   www.syntens.nl/eu
9Rules for stimulating sustainability in SME’s  Some Rules apply…                    …but further research needed1. When r...
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syntens ispim stimulating sustainability SMEs June2011 conference

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The Syntens Sustainability Quick Scan is introduced, which allow small companies to gauge their level of sustainability. Results are presented indicating drivers for sustainability in SMEs. ISPIM conference case June 2011.

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syntens ispim stimulating sustainability SMEs June2011 conference

  1. 1. Stimulating Sustainability in SMEs by Murk Peutz ISPIM conference Hamburg, June 2011
  2. 2. 2How to define and measure sustainability? Definition Measurement Companies are defined sustainable if their executives say it is a top three priority in CEO agenda. Analysing company documents source: Bonini et al, 2010 Companies are defined Auditing and allocating values sustainable by independent e.g. Dow Jones Sustainability auditors if their activitities and Index status are related to perceived stakeholder obligations. source: Knoepfel, 2001 Measuring company activity and attitude on actual variables Companies actually engage in e.g. Triple Bottom Line activities to balance Accounting people,planet with profit Source: Wang and Lin, 2005 www.syntens.nl/eu
  3. 3. 3Uptake of sustainability in SME’s is slow acknowledge…Entrepreneurs acknowledge …but slowly implement… implement… … and fail to see opportunities. opportunities.‘sustainability is an important ‘actually implementing ‘seeing additional sustainabilitydriver for succes’ energy and waste reduction’ opportunities’ 76% 55% 16% Source: EIM Business & Policy Research www.syntens.nl/eu
  4. 4. 4Implementing sustainability in SMEs Success factors ObstaclesSustainable proposition Market adoption consumers only marginally valueI. combining both sustainable and sustainable qualities (new) non sustainable attributes Knowledge and organizationII. managing image and credibility of the firm and it’s products I. Definitions and perceptions vary (moving targets)Sustainable supply chain II. Limited resources to allocate on Source: Peutz (Groeien met Groen) wide and varied field of interest III. Limited partnering skills Limited external pressure Source: Masurel 2005, Keijzers 2008 www.syntens.nl/eu
  5. 5. 5Sustainability Quick ScanSelf diagnosis tool developed to create awareness Features • Easy to complete • 34 questions • clear output Source: http://dqs.syntens.nl www.syntens.nl/eu
  6. 6. 6Questions of the Sustainability Quick Scan Categories Successfactor proxy1. General questions • Green ambition (name, # employees, …) “to what extent is a company willing to engage in sustainability”2. Ambition • Green proposition3. Product & Service “to what extent is a company combining sustainability in it’s4. Market & Marketing market proposition”5. Technology & ICT • Green supplychain “to what extent is company co-6. Organization & Processes operating with partners and ensuring green supply chains” www.syntens.nl/eu
  7. 7. 7Analysing 1000 Sustainability Quick Scans Results• Total score of company on GREEN SUPPLY CHAIN quick scan correlates with success factor “green proposition”• Total score of company on quick scan correlates with success factor “green supply chain” PROPOSITIONON GREEN PROPOSITIONON www.syntens.nl/eu
  8. 8. 8 GREEN PROPOSITIONGREEN SUPPLY CHAIN www.syntens.nl/eu
  9. 9. 9Rules for stimulating sustainability in SME’s Some Rules apply… …but further research needed1. When raising awareness: • Results indicate a growth model sustainability must deliver value of SMEs engaging in sustain- through cost savings or com- ability; research should shed petitive advantage for the SME. light on steps and conditions.2. SMEs will be successfull if they: • Differentiation of specific skills, - deliver a green proposition to like building green propositions, customers meaning combining is to be expected as new key to ‘green’ and traditional features success for SMEs; how to acquire - manage image and credibility this needs to be studied - set up ‘green’ supply chains, the key to greening SME’s.www.syntens.nl/eu

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