1. The environmental industries
cluster initiative in Vastra
Gotaland case support slides
European Club of Cluster Managers launch
Break out session: Cluster Excellence Initiative- Example of
training materials: Practical case on industry analysis
Prof. Emiliano Duch, IESE Business School
Brussels, 29th September2010
These slides have to be interpreted with the explanation given in class, and are intended as support to the
discussion of the case “The environmental industries cluster in Vastra Gotaland”, not for use outside this
workshop

2. How? The CRI Methodology
THE THREE
PILLARS OF WISDOM
INTERNAL
ANALYSIS
PROCESS
2 29/09/2010

3. CLUSTER ANALYSIS IN 10 STEPS
1- Cluster Ma pping
2- Stra tegic Segmenta tion
3- Segment Attra ctiveness' Evolution (5 F)
t-5y t t+5y
4- Adva nced BPC a na lysis
5- Generic Stra tegic Options for the future
6- KSFs for the most innova tive option
7- Idea l Va lue Cha in a nd cluster Dia mond for chosen option
Value
chain
8- Benchma rking our cluster a ga inst reference/ idea l cluster
Value Value
chain chain
9- Fea sible stra tegic options for cluster compa nies A
B
10- Area s to improve a t compa ny a nd cluster level
(-)
Value
chain (-)
(-)
(-)
3 29/09/2010

4. 1- Cluster Mapping
CLUSTERS AS A UNIT FOR STRATEGY ANALYSIS AND
FORMULATION
NEED RIGHT STRATEGIC FOCUSSING
ZOOMING IN FOR DISTINCT STRATEGIC
SEGMENTS
ZOOMING OUT FOR COMPLEX INTER-CLUSTER
VALUE SYSTEMS

5. 1-Cluster Mapping: Environmental Cluster VGR
Environmental Companies in
Västra Götaland – north, east
Bransch samtliga företag
30
25
20
15 Företag
10
5
0
Övrigt
Återvinning
Vatten
Luft
Transport
Mark
Energioptimering
Förnyelsebar Energi
Miljöanpassade Produkter
Miljöföretag enl företagets egen bedömning
5 29/09/2010

6. 1-Cluster Mapping: Environmental Cluster VGR
Ventilation Cluster
Förklaring
Komponentleverantörer
Installatörer
Konsultföretag
Systemleverantörer
Kunskapsöverförings-, FoU-,
och Utbildningsinstitutioner
Kundgrupper
Grossister, Återförsäljare
Delsystemleverantörer
Branschorganisationer
Övriga
6 29/09/2010

7. Ventilation Cluster in Boras
Forskningsinstitutioner Kunskapsöverföringsorgan
-- Forskningsinstitutioner Utbildningsinstitutioner Förvaltning
-- Chalmers -- Chalmers
-- Högskolan i Borås -Branschforskningsinstitut -- Högskolan i Borås -Västra Götalandsregionen
-- SIFU -VISANU-programmet
Installationsföretag Byggföretag KUNDER
Systemleverantörer -- Bravida AB - Vastbygg
-- PM Luft AB -- Medin Ventilation AB Kommersiella/ industriella
- Aeolus Ventilations AB --YIT Building System AB - Skanska
- NCC Teknik byggnader
-- Öman Klimatteknik
Komponenttillverkare Sjukhus
- ABC ventilation/Boras AB -Västfastigheter
-Scanfilter -Borås Lasarett
-Bevent Rash
-Camfil Filter VVS/Energi Konsulter - Skolor/offentliga byggn.
-Mondial filter - Akademiska Hus
Arkitekter
- Entreprenadplanering
-- VVS Controll Serviceföretag Bostäder
Undersystemleverantörer -- ÅF - Bravida - Bostads AB Poseidon
- KABONA AB -- Bengt Dahlgren AB
- Honeywell INU Control AB - - Klimat Comfort
- IMI Indoor Climate
Branscharrangemang Certifieringsorgan
Branschorgan Kontrollfunktioner
-IKK - Eurovent
- Eurovent / CECOMAF - OVK
- - Svensk ventilation -Pollutec- - SP
- Swedac
7 29/09/2010

8. 3-Segment Attractiveness’ Evolution
(Ventilation cluster in VGR)
SIAQ, a more attractive business?
SUSTAINABLE
Energi INDOOR AIR
Effektivitet QUALITY,
SIAQ
Pris på HVAC
Utrustning LEVERANTÖRER
Prestanda på Luftkvalitet
Utrustning
8 29/09/2010

9. 3-Segment Attractiveness’ Evolution
Threat of new
entrants
Jockeying for position
Bargaining power of among current Bargaining power of
suppliers competitors customers
Threat of substitutive
products or services
9 29/09/2010

10. Is this an attractive business?
Ventilation equipment business
B. Of E.
•Low because no
sophisticated technology
Low barriers to entry, plenty of
Intensive
competition
•Easy substitution (open a
substitutes and increased competition
result in industry with low margins
window)
+
Pdts of
Subst.
Providers
• Standard
component
s and
• Big and
powerful
clients
Customers Strong suppliers and buyers
(construction co.) take margins
providers
B. Of E.
Provide
HVAC Sub Customer
rs contracting s
Pdts of
Subst.
10 29/09/2010

11. Is this an attractive business?
Indoor Air Quality service business
B. Of E.
•Low because no
sophisticated technology
High barriers to entry, no substitutes and
Intensive
competition
•Easy substitution (open a
reduced competition result in industry
with higher margins
window)
+ but by selling
Pdts of
Subst.
• Standard
Strong suppliers
service directly to final owners we
• Big and
Providers component Customers
powerful
s and clients
providers
overcome power of construction co.
B. Of E.
Provide
HVAC Sub Customer
rs contracting s
Pdts of
Subst.
11 29/09/2010

12. 7- Ideal Value Chain
At company level
FIRM INFRASTRUCTURE
HUMAN RESSOURCES MANAGEMENT
SUPPORT
ACTIVITIES TECHNOLOGY DEVELOPMENT
PROCUEREMENT
OPERATIONS MARKETING
AND SALES
SERVICE
INBOUND OUTBOUND
LOGISTICS LOGISTICS
PRIMARY ACTIVITIES
Companies compete operating activities, in which you can find
their competitive advantage
12 29/09/2010

13. 7- Ideal Value Chain and Diamond
At Cluster level
Govern Firm strategy,
ment structure and
rivalry
Factor Demand
conditions conditions
Related and
supporting
industries
13 29/09/2010

14. A Ventilation cluster division
Forskningsinstitutioner Kunskapsöverföringsorgan
-- Forskningsinstitutioner Utbildningsinstitutioner Förvaltning
-- Chalmers -- Chalmers
-- Högskolan i Borås -Branschforskningsinstitut -- Högskolan i Borås -Västra Götalandsregionen
-- SIFU -VISANU-programmet
Installationsföretag Byggföretag KUNDER
Systemleverantörer -- Bravida AB - Vastbygg
-- PM Luft AB -- Medin Ventilation AB Kommersiella/ industriella
- Aeolus Ventilations AB --YIT Building System AB - Skanska
- NCC Teknik byggnader
-- Öman Klimatteknik
Komponenttillverkare Sjukhus
- ABC ventilation/Boras AB -Västfastigheter
-Scanfilter -Borås Lasarett
-Bevent Rash
-Camfil Filter VVS/Energi Konsulter - Skolor/offentliga byggn.
-Mondial filter - Akademiska Hus
Arkitekter
- Entreprenadplanering
-- VVS Controll Serviceföretag Bostäder
Undersystemleverantörer -- ÅF - Bravida - Bostads AB Poseidon
- KABONA AB -- Bengt Dahlgren AB
- Honeywell INU Control AB - - Klimat Comfort
- IMI Indoor Climate
Branscharrangemang Certifieringsorgan
Branschorgan Kontrollfunktioner
-IKK - Eurovent
- Eurovent / CECOMAF - OVK
- - Svensk ventilation -Pollutec- - SP
- Swedac
14 29/09/2010

15. An IAQ service cluster integration
Forskningsinstitutioner Kunskapsöverföringsorgan
-- Forskningsinstitutioner Utbildningsinstitutioner Förvaltning
-- Chalmers -- Chalmers
-- Högskolan i Borås -Branschforskningsinstitut -- Högskolan i Borås -Västra Götalandsregionen
-- SIFU -VISANU-programmet
Installationsföretag Byggföretag KUNDER
Systemleverantörer -- Bravida AB - Vastbygg
-- PM Luft AB -- Medin Ventilation AB Kommersiella/ industriella
- Aeolus Ventilations AB --YIT Building System AB - Skanska
- NCC Teknik byggnader
-- Öman Klimatteknik
Komponenttillverkare Sjukhus
- ABC ventilation/Boras AB -Västfastigheter
-Scanfilter -Borås Lasarett
-Bevent Rash
-Camfil Filter VVS/Energi Konsulter - Skolor/offentliga byggn.
-Mondial filter - Akademiska Hus
Arkitekter
- Entreprenadplanering
-- VVS Controll Serviceföretag Bostäder
Undersystemleverantörer -- ÅF - Bravida - Bostads AB Poseidon
- KABONA AB -- Bengt Dahlgren AB
- Honeywell INU Control AB - - Klimat Comfort
- IMI Indoor Climate
Branscharrangemang Certifieringsorgan
Branschorgan Kontrollfunktioner
-IKK - Eurovent
- Eurovent / CECOMAF - OVK
- - Svensk ventilation -Pollutec- - SP
- Swedac
15 29/09/2010

16. Who is doing it already?
FINISH SIAQ R+D ACTIVITIES
TEKES Productive Office 2005 project
GENANO, nanotechnology for SIAQ
– MFI method for ultra-fine particles
16 29/09/2010

17. Who is doing it already?
FINISH INTERNATIONALIZATION ACTIVITIES
Hosting of ISIAQC headquarters
– Newsletter,…
Healthy Buildings Conference 2003
– Papers presented 290
– Finland 29
– Denmark 15
– Germany 15
– Sweden 14
– Lifa Air sponsorship
17 29/09/2010

18. Who is doing it already?
SIAQ DEMAND INITIATIVES IN FINLAND
Indoor Air Year 2002
– 130.000 brochures distributed
– 15 seminars for real estate professionals (1000)
– 80 indoor air groups in municipalities
Classification of Indoor Air Climate 2000
– Developed by collaboration between IAQ
sector, architects, building owners and
construction industry associations
Finish Society of Indoor Air Quality and Climate
A scientific/commercial non profit organization
18 Norway
29/09/2010 Sweden SE

19. 10- Areas to improve at company + cluster level
SIAQ klusterprojekt (DS)
The CCR survey (HN)
Strategic response to industry changes (ED)
Immediate actions of the VGR SIAQ cluster
– “Green Indoor Air” label (SP-ES, IMU)
– SIAQ awareness campaign 2004-2006 (SP-JRN)
– The Boras model (LFK)
– VGR SIAQ procurement enhancement (VGR-GS)
– Pilot experience: Vastfastingheter (VFH)
– SIAQ cluster alliances programme (VGR- HN)
– Vertical cluster alliances examples (PM, EP)
– “SWEDISH SIAQ CLUSTER” group (SP-JRN)
19 29/09/2010

20. Results: Change of business model
20 29/09/2010

21. Energizing Indoor Climate
Think of us as a leaf on a tree. Stifab Farex
and PM-Luft, two companies with a long
history behind them, two companies with
huge experience and numerous traditions,
are now known as Swegon. Our job is to
remove anything undesirable from the air –
and to add what’s missing. This is how we
create healthy and energizing indoor
environments, where the focus is on the
occupants and well-being is a prime concern.
21 29/09/2010

22. Change of business model example
Akademiska Hus is a 100% public owned
real-estate company, privately managed
Owns and manages universities and
research institutes in Sweden:
– 3.5 M sqm, turnover 2007: 470 M€
– Design, building, refurbishment,
maintenance, development solutions
Reduction of their consumption per m2
by two in 6 years

23. Change of business model example
User driven innovation from Akademiska Hus allows its
suppliers stability for product development and pilot
experiences
IDCC Intelligent Diffuser for Software and hardware for
Climate Control: building data acquisition and
Saves 90% of warm air analysis:
50% electricity in ventilations 10,000 data points from
20% as radiator Akademiska Hus buildings
And 25% less investment analyzed per hour

24. CLUSTER ANALYSIS IN 10 STEPS
1- Cluster Ma pping
2- Stra tegic Segmenta tion
3- Segment Attra ctiveness' Evolution (5 F)
t-5y t t+5y
4- Adva nced BPC a na lysis
5- Generic Stra tegic Options for the future
6- KSFs for the most innova tive option
7- Idea l Va lue Cha in a nd cluster Dia mond for chosen option
Value
chain
8- Benchma rking our cluster a ga inst reference/ idea l cluster
Value Value
chain chain
9- Fea sible stra tegic options for cluster compa nies A
B
10- Area s to improve a t compa ny a nd cluster level
(-)
Value
chain (-)
(-)
(-)
24 29/09/2010