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Solutions for Mobility in the 21 st Century:. January 13-14, 2003. DaimlerChrysler Martin Kobetz. Ecological concerns vs. desire for mobility. MIT Shihab Elborai Margarita Marinova Jennifer Topinka Angela Won. Siemens AG Arne Freundt Moritz Stellmes. Outline.

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solutions for mobility in the 21 st century

Solutions for Mobility in the 21st Century:

January 13-14, 2003

DaimlerChrysler

Martin Kobetz

Ecological concerns vs. desire for mobility

MIT

Shihab Elborai

Margarita Marinova

Jennifer Topinka

Angela Won

Siemens AG

Arne Freundt

Moritz Stellmes

outline
Outline
  • Challenge and Background
  • Goals
  • Strategies
  • Conclusion
  • Discussion
challenge and background
Challenge and Background

“Environmental aspects vs. the desire for improved mobility”

  • Market inefficiency: lack of information causes a sub-optimal environmental solution
  • Relationship between the company, government, customer
  • Globalization and urbanization causes environmental and social costs
  • Natural resources are limited
  • High degree of mobility are necessary for high-developed industries

⇒ New strategies are necessary for global players

goals
Goals

Government

Shareholder

  • Increase customer involvement
  • Optimize production/environmental costs
  • Meet and influence societal mobility expectations
  • Promote societal awareness of environmental problems
  • Clarify the link between health and environment

Employees

Customers

⇒ Companies have to balance their “Square”

strategies
Strategies
  • Increase customer involvement:
    • Gathering information through surveys, statistics, customer behavior
    • Knowledge Management
    • Create volunteer programs and grass-roots-initiatives
    • Create feedback loops
  • Optimize production/environmental costs
    • Create task force in order to cooperate with all involved parties to identify inefficiencies
    • Assign costs in a standard and systematic way
    • Create means of pressure and rewards
    • New technology and efficient use of existing technology
strategies6
Strategies

3) Meet and influence societal mobility expectations

  • Efficiently finding out/ Monitor expectations
  • Set trends to create acceptance for new technologies to reduce pollution
  • Introduce new moblility concepts e.g. public transportation, car pooling, car on tracks
  • More incentives for employees to change to an environmental behavior

4) Promote societal awareness of environmental problems

  • Educate and inform children, customers and government through cross-media strategy
  • Involve stakeholders in decision process
  • Create pressure and urgency for the environmental topic
  • Standardize and systemize discourse on the environment
strategies7
Strategies

5) Clarify the link between health and environment

  • Gather facts through health monitoring and case studies
  • Educate about the implication of their action/ choices/ consequences
  • Create transparency
  • Standardize regulation and initiate international cooperations
slide8
Engineer an environmentally conscious consumer, an environmental product, and accelerate positive change.

Redefine popular trend

Engineering an environmental customer

Educate

  • marketing
  • Participate directly change the product so that information is available
  • Drivers education
  • Rigorous emission testing

Cost incentive

  • Push for government incentive
  • filter
  • Cooperative decision

making

  • Quick turnover

of cars

Mobility concepts

ProductCustomer

ChangesChanges

  • Visual

performance

indicators

Education

  • Cost of „bad“ cars

sponsors „good“ cars

Cost incentives

slide9

Solution: Engineer the product and the consumer

  • Risk of not staying competitive
  • Lack of consistency between countries
  • Uncertainty of customer reaction
  • New technology and investments needed
  • Rate of product and customer change may differ

CONS

PROS

  • Drive innovation through environmental protection
  • Improve company image
  • Win situation for everyone through involvement
  • Sustainable accelerated rate of change
faces of the future
Faces of the Future

Current Situation

  • Slow change
  • Reaction instead of action
  • Dependent on government to take first initiative  may endanger environment

Future Vision

  • Leader in industry and drive

innovation

  • Cooperation and contracts with

government

  • Individual responsibility for

environmental protection

  • Closer relationship with consumer
conclusion
Conclusion

Government

Shareholder

Customer Involvement

Optimization production/environmental costs

Meet and influence societal mobility expectations

Societal awareness of environmental problems

Clarify the link between health and environment

Customers

Employees

  • Industry as a role model
  • Engineer both customer and product
  • Environment has to be seen in the context of the involved parties.
  • The role of the players changes depending on economic and cultural

context

discussion
Discussion

Who has the main responsibility for the environment?

„Environmental protection is catalyst for innovation“

(Jürgen Weber, CEO Lufthansa)

⇒ Who should pay for the cost of environmental protection and the cost of pollution?

⇒ Can protection of environment be a rational goal for companies?

strategies13

Background slide for „GOALS“

Strategies

5) Create a win-win-win-win situation

  • Company to Government:
    • Planing public
    • Involvement in law making
    • Cooperate freely (goodwill)
  • Company to employee
    • Concern for health and life
    • Fitness
    • Costs reflected (e.g. Balance sheet -> company reacts to it)
    • Educate about mission/ identity (Relate to mission in everyday work)
  • Company to customer
    • Trust
    • Loyalty
    • Quality assurance
  • Shareholder profit
    • Profit
    • Growth
slide14
Engineer an environmentally conscious consumer, an environmental product, and accelerate positive change.

Cooperative decision making

Redefine popular trend

  • More efficient vehicles
  • Marketing & education

Engineering an environmental customer

Educate

  • marketing
  • Participate directly change the product so that information is available
  • Drivers education
  • Rigorous emission testing

Cost incentive

  • Push for government incentive
  • filter

Quick turnover of cars

Mobility concepts

  • Sharing cars (eg. Zip car)
  • Change rental attitude

ProductCustomer

ChangesChanges

Visual performance indicators

Education

  • Environmental classes

Cost incentives

  • Health
  • Tax
  • Insurance
  • decrease operation costs (e.g. filters, fuel)

Cost of „bad“ cars sponsors „good“ cars

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