address:phone +49 - 69 - 79302753email: info@bealbert.de dr. bernhard albertfax +49 - 69 - 79302754...

Tampere09.-10. June 2011

© Dr. Bernhard Albertwww.bernhard-albert.de 1

Address: phone +49 - 69 - 79302753 Email: info@bealbert.deDr. Bernhard Albert fax +49 - 69 - 79302754 http://www.bernhard-albert.deMulanskystr. 23 cell +49 - 160 - 58 59 91160487 Frankfurt am Main

Integrating Sustainabilityinto Strategy and Innovation

A foresight inspired approach

Presentation and WorkshopFutures Conference 2011

Tampere, Finland, 9-10 June 2011

Source of the photo: Rainer Giel / pixelio.de

Tampere09.-10. June 2011

© Dr. Bernhard Albertwww.bernhard-albert.de 2

Levels of Foresight

Level 1:

Level 2:

Level 3:

Level 4:foresight routinely applied – holistic but centred view – survival of the company

standardization of foresight tools and methods – systematic and methodical way of anticipation

futures conceptsbecome influentialvia discourse

unreflective use of forward thinking in dailylife of individuals

Source: based on Slaughter 1996 changes by Dr. Bernhard Albert

From an individual ability to a holistic perspective

Level 5:

long term thinking becomes a social norm – survival of the whole system – sustainability

Tampere09.-10. June 2011

© Dr. Bernhard Albertwww.bernhard-albert.de 3

Business Environments

Society andIndividual

Technologyand Innovation

Environment andResources

Politicsand Law

Contextual Environments (STEEP-Factors)

Society e.g. values, lifestyles, demographics, mobility, nutrition, ...

Technology e.g. research, new products, communication technologies, life sciences, NBIC convergence, ...

Economy e.g. economic growth, inflation, emerging markets, consumption

Environment e.g. climate, resources, commodities, suburbanization, polution, ...

Politics e.g. authorities, competition authorities, legislation, political parties, ...

Branches and Stakeholder

Transactional Environments

Neighbours, regional policy, competitors, suppliers, customers, partners, citizens, …

TheCompany

Internal Environments

Competencies, basic assumptions, mental models, leadership styles, beliefs, …

Economyand Business

Source: Dr. Bernhard Albert

Tampere09.-10. June 2011

© Dr. Bernhard Albertwww.bernhard-albert.de 4

Pillars of Sustainability

Source: Dr. Bernhard Albert

Four rather than three

eco

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Sustainability

Tre

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esi

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Art

Attr

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tion-

No

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mm

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Sh

are

Alik

e 3

.0

Tampere09.-10. June 2011

© Dr. Bernhard Albertwww.bernhard-albert.de 5

The Ideal Vision of Futures Studiesin Companies

The Company1networked 3integrated

6cooperative 4communicative

2anchored

5participative

Source: Dr. Bernhard Albert

Tampere09.-10. June 2011

© Dr. Bernhard Albertwww.bernhard-albert.de 6

Foresight as Control Circuit

As-is Analysisand Self Evaluation

Analysis of Chancesand Risk Evaluation

Reconciliationand Regulation

Initiation andImplementation

Realizationand Integration

Communication

Decision andPlanning

Identification ofOptions for Action

Search for Solutions

Source: Dr. Bernhard Albert

Tampere09.-10. June 2011

© Dr. Bernhard Albertwww.bernhard-albert.de 7

The Process with System Alliance

Online Survey

Foresight Workshop with Executives

Decision forForesight

Source: Dr. Bernhard Albert

Analysis of Future Studies and Initiation-Workshop

Interviews with Owners and Managing Directors Measures and

Future Report

Tampere09.-10. June 2011

© Dr. Bernhard Albertwww.bernhard-albert.de 8