Commercialization in Swedish Indoor Air Quality Emiliano Duch TCI Conference Breakout session 4-B Ottawa, 30th September 2004
AGENDA Cluster competitiveness before Cluster competitiveness now The response from the North Implications for Sweden
AGENDA Cluster competitiveness before Cluster competitiveness now The response from the North Implications for Sweden
Cluster competitiveness before Passive clusters
Cluster competitiveness before Deconstructing the value chain
Cluster competitiveness before COLLABORATION!
AGENDA Cluster competitiveness before Cluster competitiveness now The response from the North Implications for Sweden
Cluster competitiveness now Deconstruction globalization
Cluster competitiveness now Optimization of the global value chain
Cluster competitiveness now X X GLOBAL TRIMMING!
AGENDA Cluster competitiveness before Cluster competitiveness now The response from the North Implications for Sweden
The response from the North Technology innovation R+D+I
The NEW response from the North Extending the value chain
The NEW response from the North Technology innovation R+D+I
The NEW response from the North Technology innovation Demand conditions Redefine business adding technological complexity!
The response from the North From trucks to transportation (Göteborg/Lyon, SE/F) From videogames to online entertainment (Lyon, F) From fish to fresh ready meals (Humber, UK)
From trucks to transportation (Göteborg/Lyon, SE/F) From selling trucks to selling transportation of tons/km
From videogames to online entertainment (Lyon, F) SIMS original 50$ SIMS on-line 10$/m Lyon games from blockbusters to online wireless local games
From fish to fresh ready meals (Humber, UK) Integrate advanced logistics and demand conditions
The response from the North Move up to more attractive strategic segments Commercialize R+D+I through services
AGENDA Cluster competitiveness before Cluster competitiveness now The response from the North Implications for Sweden
Implications for Sweden Förklaring Komponentleverantörer Installatörer Konsultföretag Systemleverantörer Kunskapsöverförings-, FoU-, och Utbildningsinstitutioner Kundgrupper Grossister, Återförsäljare Delsystemleverantörer Branschorganisationer Övriga The Västra Götaland ventilation cluster
The Swedish Sustainable Indoor Air Quality cluster Energi Effektivitet SIAQ Pris på Utrustning HVAC Prestanda på Utrustning Luftkvalitet From supplying ventilation equipment to selling m3 of air
Implications for Sweden 1-Cluster Mapping CLUSTER ANALYSIS IN 10 STEPS 2-Strategic Segmentation 3 3-Segment Attractiveness' Evolution (5 F) t-5y t t+5y 4-Advanced BPC analysis 5-Generic Strategic Options for the future 6-KSFs for the most innovative option 7-Ideal Value Chain and cluster Diamond for chosen option Value chain 8-Benchmarking our cluster against reference/ideal cluster Value Value chain chain 9-Feasible strategic options for cluster companies A B 10-Areas to improve at company and cluster level ( ) Value chain ( ) ( ) ( ) How to convince ventilation producers and installers in Borås to change business?
Moving up to more attractive strategic segments MOTIVATION ATTITUDE BELIEF BEHAVIOUR t By psichological group dynamic process at micro-cluster level
Moving up to more attractive strategic segments 1-Cluster Mapping 2-Strategic Segmentation 3-Segment Attractiveness' Evolution (5 F) Value chain CLUSTER ANALYSIS IN 10 STEPS t-5y t t+5y 4-Advanced BPC analysis 5-Generic Strategic Options for the future 6-KSFs for the most innovative option 7-Ideal Value Chain and cluster Diamond for chosen option 8-Benchmarking our cluster against reference/ideal cluster Value Value chain chain 9-Feasible strategic options for cluster companies A B 10-Areas to improve at company and cluster level ( ) Value chain ( ) ( ) ( ) With a very robust business strategy analysis, with company and cluster global benchmarking
B. Of E. Low because no sophisticated technology Intensive competition Easy substitution (open a window) Pdts of Subst. Attraktiv sektor? HVAC Leverantör Små vinstmarginaler pga att det är lätt att etablera sig i branschen. Många konkurrenter finns. + Providers Standard component s and providers Big and powerful clients Customers Och den låga vinstmarginalen behåller de stora byggföretagen. B. Of E. Provide rs HVAC Sub contracting Pdts of Subst. Customer s LÅGA VINSTER / INGEN ATTRAKTIV SEKTOR
Attraktiv sektor? Sustainable Indoor Air Quality Providers Top level regulation and technology Few competitors For clean air: air cleaners For Energy efficiency: noone Sophisticate d but small providers B. Of E. Pdts of Subst. Sophisticated customers but samller and with a limited power of negociation Höga vinstmarginaler pga att det är svårt att etablera sig i branschen, ersättnings produkter saknas och få konkurrenter finns. + De höga vinstmarginalerna behålls inte av stora kunder, utan delas med små kompetetnta leverantörer. B. Of E. Provide rs SIAQ Pdts of Subst. Customer s HÖG VINSTMARGINAL / ATTRAKTIV SEKTOR
Integrating the value chain Forskningsinstitutioner Chalmers Högskolan i Borås Kunskapsöverföringsorgan Forskningsinstitutioner -Branschforskningsinstitut Utbildningsinstitutioner Chalmers Högskolan i Borås SIFU Förvaltning -Västra Götalandsregionen -VISANU-programmet Systemleverantörer PM Luft AB - Aeolus Ventilations AB Installationsföretag Bravida AB Medin Ventilation AB Byggföretag - Vastbygg - Skanska - NCC Teknik KUNDER Kommersiella/ industriella byggnader Komponenttillverkare - ABC ventilation/boras AB -Scanfilter -Bevent Rash -Camfil Filter -Mondial filter Undersystemleverantörer - KABONA AB - Honeywell INU Control AB - IMI Indoor Climate YIT Building System AB Öman Klimatteknik VVS/Energi Konsulter - Arkitekter - Entreprenadplanering VVS Controll ÅF Bengt Dahlgren AB Serviceföretag - Bravida - Klimat Comfort Sjukhus -Västfastigheter -Borås Lasarett Skolor/offentliga byggn. - Akademiska Hus Bostäder - Bostads AB Poseidon Branschorgan - Eurovent / CECOMAF - Svensk ventilation Branscharrangemang -IKK -Pollutec- Certifieringsorgan - Eurovent - SP - Swedac Kontrollfunktioner - OVK
Integrating the value chain Forskningsinstitutioner Chalmers Högskolan i Borås Kunskapsöverföringsorgan Forskningsinstitutioner -Branschforskningsinstitut Utbildningsinstitutioner Chalmers Högskolan i Borås SIFU Förvaltning -Västra Götalandsregionen -VISANU-programmet Systemleverantörer PM Luft AB - Aeolus Ventilations AB Installationsföretag Bravida AB Medin Ventilation AB Byggföretag - Vastbygg - Skanska - NCC Teknik KUNDER Kommersiella/ industriella byggnader Komponenttillverkare - ABC ventilation/boras AB -Scanfilter -Bevent Rash -Camfil Filter -Mondial filter Undersystemleverantörer - KABONA AB - Honeywell INU Control AB - IMI Indoor Climate YIT Building System AB Öman Klimatteknik VVS/Energi Konsulter - Arkitekter - Entreprenadplanering VVS Controll ÅF Bengt Dahlgren AB Serviceföretag - Bravida - Klimat Comfort Sjukhus -Västfastigheter -Borås Lasarett Skolor/offentliga byggn. - Akademiska Hus Bostäder - Bostads AB Poseidon Branschorgan - Eurovent / CECOMAF - Svensk ventilation Branscharrangemang -IKK -Pollutec- Certifieringsorgan - Eurovent - SP - Swedac Kontrollfunktioner - OVK
FINISH SIAQ R+D ACTIVITIES TEKES Productive Office 2005 project GENANO, nanotechnology for SIAQ MFI method for ultra-fine particles
Integrating the value chain Forskningsinstitutioner Chalmers Högskolan i Borås Kunskapsöverföringsorgan Forskningsinstitutioner -Branschforskningsinstitut Utbildningsinstitutioner Chalmers Högskolan i Borås SIFU Förvaltning -Västra Götalandsregionen -VISANU-programmet Systemleverantörer PM Luft AB - Aeolus Ventilations AB Komponenttillverkare - ABC ventilation/boras AB -Scanfilter -Bevent Rash -Camfil Filter -Mondial filter Undersystemleverantörer - KABONA AB - Honeywell INU Control AB - IMI Indoor Climate Installationsföretag Bravida AB Medin Ventilation AB YIT Building System AB Öman Klimatteknik VVS/Energi Konsulter - Arkitekter - Entreprenadplanering VVS Controll ÅF Bengt Dahlgren AB Byggföretag - Vastbygg - Skanska - NCC Teknik Skolor/offentliga byggn. Serviceföretag Bostäder KUNDER Kommersiella/ industriella byggnader Sjukhus -Västfastigheter -Borås Lasarett -Akademiska - Bravida - Bostads AB Poseidon - Klimat Comfort Hus Branschorgan - Eurovent / CECOMAF - Svensk ventilation Branscharrangemang -IKK -Pollutec- Certifieringsorgan - Eurovent - SP - Swedac Kontrollfunktioner - OVK
Integrating the value chain Forskningsinstitutioner Chalmers Högskolan i Borås Kunskapsöverföringsorgan Forskningsinstitutioner -Branschforskningsinstitut Utbildningsinstitutioner Chalmers Högskolan i Borås SIFU Förvaltning -Västra Götalandsregionen -VISANU-programmet Systemleverantörer PM Luft AB - Aeolus Ventilations AB Komponenttillverkare - ABC ventilation/boras AB -Scanfilter -Bevent Rash -Camfil Filter -Mondial filter Undersystemleverantörer - KABONA AB - Honeywell INU Control AB - IMI Indoor Climate Installationsföretag Bravida AB Medin Ventilation AB YIT Building System AB Öman Klimatteknik VVS/Energi Konsulter - Arkitekter - Entreprenadplanering VVS Controll ÅF Bengt Dahlgren AB Byggföretag - Vastbygg - Skanska - NCC Teknik Skolor/offentliga byggn. Serviceföretag Bostäder KUNDER Kommersiella/ industriella byggnader Sjukhus -Västfastigheter -Borås Lasarett -Akademiska - Bravida - Bostads AB Poseidon - Klimat Comfort Hus Branschorgan - Eurovent / CECOMAF - Svensk ventilation Branscharrangemang -IKK -Pollutec- Certifieringsorgan - Eurovent - SP - Swedac Kontrollfunktioner - OVK
Implications for Sweden Move up more attractive strategic segment Integrate technology and advanced demand in the cluster value chain
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