Competitive Advantage Through Ethics

MEANINGFUL DESIGN COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Lillehammer, Yggdrasil 2008 INGRID TOFTE & KARL JOHAN SÆTH 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Karl Johan Sæth ,[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Ingrid Tofte ,[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

IA SUMMIT 2008 IN MIAMI 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

06/05/09 ETIKK SOM KONKURRANSEFORTRINN

WHY DO WE WANT TO TALK ABOUT ETHICS? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Did they know what they were doing? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Evolution of innovation and consumer demand Shedroff et al. “Making Meaning” - 2006 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Starbucks represents something beyond a cup of coffee ,[object Object],[object Object],[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

WHAT IS ETHICS? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

What is ethics? ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Three ethical spheres ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Spheres of ethics: Personal 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Spheres of ethics: Social 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Spheres of ethics: Global 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

ETHICS IN DESIGN 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09

Three examples from Miami ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Vinmonopolet – Designing within a restricted domain with defined ethics ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Egmont Univers – Design guided by ethics ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

SFT CO2 – Making change through ethics? ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

The examples illustrate: ,[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Implications ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Model: Facebook Beacon 06/05/09 Ethical aspect COMPETITIVE ADVANTAGE THROUGH ETHICS Facebook Beacon Business req. User req. ! ! ! Ethical sphere Global Social Personal

Ethical aspects - Facebook Beacon ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

A METHODOLOGY OF ETHICS… 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

If there exists ethical spheres with principles of conduct, we should be able to identify the ethical aspects of a product or service 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Model - generic 06/05/09 Ethical aspects COMPETITIVE ADVANTAGE THROUGH ETHICS Ethics req. Product/service Business req. User req. ! ! ! Ethical spheres Global Social Personal

Working with ethics ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

06/05/09 Product/ service Technical req. Contextual analysis Organizational capabilities Visually pleasing User req. Business req. Ethics req. COMPETITIVE ADVANTAGE THROUGH ETHICS

Ethics versus user experiences ,[object Object],[object Object],[object Object],06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Competitive Advantage Through Ethics

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Competitive Advantage Through Ethics