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.

1. Stimulating Sustainability in SMEs
by Murk Peutz
ISPIM conference
Hamburg, June 2011

2. 2
How 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
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3. 3
Uptake 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 sustainability
driver for succes’ energy and waste reduction’ opportunities’
76%
55%
16%
Source: EIM Business & Policy Research
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4. 4
Implementing sustainability in SMEs
Success factors Obstacles
Sustainable proposition Market adoption
consumers only marginally value
I. combining both sustainable and sustainable qualities
(new) non sustainable
attributes Knowledge and organization
II. 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
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5. 5
Sustainability Quick Scan
Self diagnosis tool developed to create awareness
Features
• Easy to complete
• 34 questions
• clear output
Source: http://dqs.syntens.nl
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6. 6
Questions of the Sustainability Quick Scan
Categories Successfactor proxy
1. General questions • Green ambition
(name, # employees, …) “to what extent is a company
willing to engage in sustainability”
2. Ambition
• Green proposition
3. Product & Service “to what extent is a company
combining sustainability in it’s
4. 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”
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7. 7
Analysing 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
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8. 8
GREEN PROPOSITION
GREEN SUPPLY CHAIN
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9. 9
Rules for stimulating sustainability in SME’s
Some Rules apply… …but further research needed
1. 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.
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