The document discusses how companies can gain competitive advantage through ethics in design. It provides three examples of companies - Vinmonopolet, Egmont Univers, and SFT CO2 - that have achieved competitive advantage by designing products and services guided by ethical considerations. The document argues that analyzing products and services through different ethical spheres (personal, social, global) can help identify ethical aspects and requirements to design with ethics in mind. This gives companies responsibility but can lead to powerful and meaningful design.
35. Model: Facebook Beacon 06/06/09 Ethical aspect COMPETITIVE ADVANTAGE THROUGH ETHICS Facebook Beacon Business req. User req. ! ! ! Ethical sphere Global Social Personal
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37. A METHODOLOGY OF ETHICS… 06/06/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
38. If there exists ethical spheres with principles of conduct, we should be able to identify the ethical aspects of a product or service 06/06/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
39. Model - generic 06/06/09 Ethical aspects COMPETITIVE ADVANTAGE THROUGH ETHICS Ethics req. Product/service Business req. User req. ! ! ! Ethical spheres Global Social Personal
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41. 06/06/09 Product/ service Technical req. Contextual analysis Organizational capabilities Visually pleasing User req. Business req. Ethics req. COMPETITIVE ADVANTAGE THROUGH ETHICS