GREEN DIVERSIFICATION MODEL: DEVELOPING AND TESTING

The present paper shows the development and use of a diversification model for industrial companies oriented towards the green economy. The main objective of the model is to identify and develop business opportunities in the field of the green economy, both from the resource efficiency and the eco-innovation perspective focusing at regional level.

The diversification model was built taking into account the needs and challenges of the agents that compose the regional industrial ecosystem. This model is accompanied by a guided process and its support material which allow the company, through a reflection process, achieve the definition of the green transformational agenda.

The proposed diversification methodology consists in the application of five steps: the analysis of the company’s green profile, the exploration and reflection, the identification and definition of opportunities, the green value proposal development and the definition of the green transformational agenda.

During the last year, ten companies have applied the green diversification methodology based on the proposed model. The results achieved during these experiences, the best practices as well as the lessons learned have been collected and analysed in order to improve the applied methodology.

The paper is structured as follows. First the basic concepts related to diversification and the green economy are explained. Then, the proposed diversification model and its application methodology are detailed. And finally, the pilot experiences developed so far and their main conclusions are discussed.