• No results found

Sustainable Service Innovation : A Case Study at Radisson Blu Waterfront

N/A
N/A
Protected

Academic year: 2021

Share "Sustainable Service Innovation : A Case Study at Radisson Blu Waterfront"

Copied!
46
0
0

Loading.... (view fulltext now)

Full text

(1)

Sustainable Service Innovation

A Case Study at Radisson Blu Waterfront

Christopher Akinboyewa

Master’s Thesis in Innovation and Design

30 Credits

Course Code: ITE500

Examiner: Yvonne Eriksson

Supervisor: Adesuwa Omorede

School of Innovation, Design and Engineering Mälardalen University

Spring term 2020, Eskilstuna

(2)

Abstract

The aim of this study was to examine key attributes of sustainable service innovation (SSI) in the hotel industry. The research has used backcasting from sustainable principles and a few frameworks for strategic sustainable development (FSSD) concepts. The FSSD concepts such as 5LM and strategic ABCD lens helped to discover an integrated framework for evaluating SSI. Document analysis and interviews with 6 practitioners from a single case study organization informed on how they recognize and contribute towards sustainability. The study shows the competitive benefits of using SSI strategically in the hotel industry. The recommendation is for them to complement FSSD with SDGs, the Sustainability Principles (SPs) so they can have a better definition of sustainability to implement into their operational processes.

This thesis contributed to the ongoing study on sustainability and its relationship to service innovation in addition to provide recommendations for companies striving towards sustainability path. The findings showed that SSI consists of four attributes: hotel industry, sustainable practice, organizational innovation, and resourcing. The result from the 5LM analysis and thematic analysis shows that sustainable practice has direct and indirect impacts on hotel industry, organizational innovation, and resourcing. Additionally, while using the ABCD approach resourcing appeared as the most important attribute. Since this research is based on a single case study, the future studies should conduct multiple case study to investigate the relationship between sustainability and service innovation.

Keywords: Sustainability, Service Innovation, Hotel Industry, Sustainable Development Goals, Framework for Strategic Sustainable Development.

(3)

Acknowledgements

The accomplishment of this thesis would not be possible without the assistance and participation of so many people whose names may not all be enumerated. Their contributions are gratefully acknowledged and sincerely appreciated. However, I would like to express deep appreciation to the following people:

My utmost thanks go to my supervisor Adesuwa Omorede for the continuous support during my Master study and research, her enthusiasm, motivation, and guidance during this thesis.

I would also like to thank stakeholders from Radisson Blu Waterfront Hotel who collaborated with me on this Thesis.

My deepest gratitude goes to my family: Dr Olugbenga Akinboyewa, Mrs Funmilayo Akinboyewa, Olusegun Akinboyewa, Oluwaseun Akinboyewa, Marie Massamba, Aurelie Nkoubou, for their endless support either morally, financially, or physically, thank you.

Thanks to all colleagues and friends who in one way or the other shared their support and understanding spirit during my thesis work.

Above all, all thanks to God almighty for the good health and knowledge bestowed upon me. Christopher Akinboyewa

(4)

Table of content

Abstract ... ii 1. Introduction ... 1 1.1 Background ... 1 1.2 Problem Statement ... 2 1.3 Research Purpose ... 3 1.4 Research Question ... 3 1.5 Research Scope ... 3 1.6 Thesis Outline ... 3 2. Theory ... 4

2.1 Backcasting and the ABCD Methodology ... 4

2.1.1 Step A (Hotel industry) ... 5

Sustainable Development Goals (SDGs) ... 6

2.1.2 Step B (Sustainable Practices) ... 7

2.1.3 Step C (Organisational Innovation) ... 10

2.1.4 Step D (Resourcing) ... 10

2.2 Conceptual framework ... 11

3. Research methodology ... 13

3.1 Research Approach ... 13

3.2 Research Strategy and Design ... 14

3.3 Case Study Design ... 14

3.4 Data Collection ... 15

3.4.1 Phase A: Preparation and Secondary Data Collection ... 15

3.4.2 Phase B: Primary Data Collection ... 16

3.4.3 Phase C: Analysis and Result formation ... 18

3.4.4 Phase D: Thesis report ... 20

3.5 Research Quality ... 20

3.5.1 Reliability ... 20

3.5.2 Validity ... 20

3.6 Research Ethics ... 21

4. Results ... 22

4.1 Radisson Blu waterfront ... 22

4.2 Findings ... 22

4.2.1 System Level ... 22

4.2.2 Success Level ... 22

4.2.3 Strategic Level ... 23

(5)

4.2.5 Tool Level ... 25

4.2.6 Opportunities for expansion ... 26

4.3 Analysis summary regarding Research Question and Objectives. ... 26

5. Discussion and Analysis ... 28

5.1 Pattern Matching ... 29

5.1.1 Sustainable Practice ... 29

5.1.2 Resourcing ... 29

6. Conclusion and Future Research ... 30

6.1 Conclusion ... 30

6.2 Theoretical gap addressed in practice ... 31

6.3 Recommendations ... 31

6.4 Limitations and future research ... 32

References ... 33 Appendixes ... 37 Appendix A ... 37 Appendix B ... 38 ACKNOWLEDGEMENTS ... III FIGURES ... VI TABLES ... VI ABBREVIATIONS ... VII ¨

(6)

Figures

Figure 1: The ABCD-methodology ……….……….….. 5

Figure 2: Nested SDGs Illustration ………... 7

Figure 3: The Funnel Metaphor …….………...……….. 8

Figure 4: Sustainable Principles Siemens ……….………... 9

Figure 5: ABCD Method is applied at the third level of FSSD ….……….….….. 11

Figure 6: SSI conceptual framework ……….... 12

Figure 7: Visual Summary of Secondary Data Collection …….…...………. 16

Tables

Table 1: Description of Participants ………..………. 18

Table 2: The FSSD applied to the Case Study Organization ………. 19

Table 3: List of various Programs related to SDGs ………..……….. 25

Table 4: Analytical use of ABCD Method ………...……….. 27

Table 5: Summary of Practical and theoretical findings ……… 28

Table 6: Recommendations for SSI approach ………….………...……… 31

(7)

Abbreviations

3SQ: Three strategic questions 4SPs: 4 Sustainability Principles 5LM: 5 Level Model

CSR: Corporate Social Responsibility D: Diva

ETC: Et Cetera

FSSD: Framework for Strategic Sustainable development GDPR: General data Protection Regulation

GS: Google Scholar

RBG: Radisson Blue Group RBW: Radisson Blue Waterfront SC: Scopus

SD: Science direct

SDGs: Sustainable Development Goals SSD: Strategic Sustainable Development SSI: Sustainable Service Innovation WASH: Water, Sanitation and Hygiene

(8)

(9)

1. Introduction

1.1 Background

Firms play an important role in the global economy because of the products and services they offer. Although in the future, they may need to change their products and services to present a more sustainable life for consumers. Firms can pair innovative methods with sustainable development to acquire benefits for their innovation efforts and social responsibilities through top-line and bottom-line strategies (Grissemann et al., 2013; Nidumolu et al., 2009). Innovation is not limited to service organizations alone, but other various industries with the presence of the organization structure, input sources and commercial approach factors that it possesses in implementing creative ideas (Lyons et al., 2007; Bessant and Tidd, 2007).

The heart of success in the hotel industry is innovation. Some aspects that have increased the need for innovation in the field is the produce of new technologies, increase in competition and rising customer needs for customized goods and services in the hotel industry (Bessant and Tidd, 2007). Innovation allows hotels to embrace unique concepts that meet the needs of customers, engage in corporate social responsibility, improve service practices, operational efficiency levels, attain profitability and continue to have competitive advantages fast growing markets (Grissemann et al., 2013).

A green hotel is that which operates within the sustainable development goals and principles (Green hotel Association, 2015). The hospitality sector and hotel industry are facing challenges of technological evolution, global market trends, environmental and localisation concerns (Hu et al., 2009). Therefore, hotel industry is progressively identifying the need to be a green hotel industry concept and the need for their managers to sustain their competitive advantages (Tseng et al., 2008).

Service innovation by DTI (2007) simply represent the improvement in services provided to customers. According to Huang (2014) service innovation in hotel industry is a process of value creation through co-creation by cultivating competencies, new attitudes and skills may lead to loyalty increase in customers and competitive market advantages. In this thesis, the hotel service innovation signifies the modification in tangible and in-tangible service offerings to satisfy the needs of customers for good leisure, safety, and an enjoyable break. Service innovation is paramount due to its role in fighting commoditization. Service innovations according to Lyons et al. (2007) can be copied easily because service rapidly becomes commoditized due to shorter product cycles, fewer patent protections and lower front-end capital investment. Since innovation is the combination of creativity and implementation, the need for a proper sustainable implementation process and management of service innovation (ibid).

Sustainable innovation in hotels is the process whereby firms incorporate innovative approaches around economic, social, and environmental concerns to achieve long-lasting solutions (Horng, 2011). The need to understand the determinants of innovative service quality improvement rely on management implementation (Nieves et al., 2014; Ibarra, 1993).

(10)

convert change into opportunities. Sustainable innovations can be applied in an organisation or society from incremental ideas to radical ideas at multiple levels or to the entire system (Hekkert and Negro, 2009). Hence, hotel companies striving for sustainability may consider doing this by carrying out competitiveness via technological and organisational innovations through sustainable practices (Nidumolu et al., 2009).

Using backcasting from sustainability principles approach by Robèrt et al., (2002) to conceptualise the framework to determine actions that may lead to success. The backcasting is used when implementing the vision of the future to innovative tensions, giving room for brainstorming in teams with a wide array of activities that can lead them towards that future. Although, forecasting could be used but due to it been an approach where activities are based on previous and current trends (Robèrt et al., 2002). This will only lead to attending to present problems while leaving the futuristic problems out of context. Therefore, backcasting approach was used to focus on the future of service innovation within hotel industry towards sustainability.

1.2 Problem Statement

Various research has shown the important effect of sustainable on mainly manufacturing or product innovation which led to a recent interest increase from practitioners, academics, and policymakers on wider perspective of service innovation leading towards sustainability (Ostrom et al., 2010, 2015). This perspective on service innovation will yield value creation for several stakeholders by also addressing the Agenda 2030 sustainable development goals (SDGs) in a complex service system (UN, 2015). Studies have talked about the advantages of service innovation, sustainability and hotel industry management that contributes to hotel’s image, competitiveness, and customer satisfaction (Yu et al., 2017).

Furthermore, there has been researches that explore the relation between sustainability and innovation concepts and terms, but few broached on the systemic view of sustainable service innovation (SSI) within the hotel industry (Carrillo- Hermosilla et al., 2010; Florian, 2019). These existing few research on SSI makes it an infant concept that needs empirical study explorations in the designed field. A theoretical and practical gap arose due to obscure and complex specific sustainable approach for the hotels (Enz, 2011).

To fill in this gap, this research will focus on exploring sustainable service innovation (SSI) within the hotel industry. This study data will be acquired from a systematic literature review and semi-structured interviews at the case company environment. The contributions of the thesis aim at providing knowledge to the ongoing study on sustainability and its relationship to service innovation in addition to providing recommendations for firms in the hotel industry striving towards sustainability path. Therefore, such knowledge should be transparently analysed and concretised in order to be relevant for other industries.

(11)

1.3 Research Purpose

The purpose of this thesis is to explore the benefits of SSI in hotel industry by using backcasting from sustainable principles and a few frameworks for strategic sustainable development (FSSD) concepts like 5LM and strategic ABCD lens. This could lead to advancing knowledge of how stakeholders in academia and the hospitality industry could utilise SSI to their advantage over present or emerging competitors with radical innovative approaches.

Whereas the main objectives to develop a solid foundation for future strategic planning and decision-making. Hotels in the hospitality/tourism industry are highly dependent on continuously improvement in order to maintain a competitive advantage with their market peers. In this thesis, a sustainable service innovation framework is developed to provide several strengths, weaknesses, opportunities, and threats to hotels that are highly dependent on traditional service approach.

1.4 Research Question

How is the usage of SSI strategically beneficial for hotel industry moving towards sustainability?

1.5 Research Scope

This study suggests a generic approach to service innovation within hotel industry towards a sustainability. The scope of this study is to;

⁃ Gain understanding how sustainability is perceived by case study organisation and practical benefits of using SDGs to support SSI.

⁃ Make recommendations for a sustainable approach for service innovation within the academia and the hotel industry.

1.6 Thesis Outline

First chapter is the introduction to purpose, research statement, the reason for conducting this research.

Chapter 2 consists of literature review of the research topic and these reviewed materials were based on previous works on the research field which served as the foundation for the conceptual framework in chapter 3.

Chapter 3 entails the methodologies; theoretical and practical framework was developed. Data collection and tools for analysis and reasoning of how the study was carried out addressing the research quality and credibility of the data analysis was explained.

Chapter 4 entails result findings. These findings show the operation and implementation of SSI in the case study organisation and their contribution towards future development goals. Chapter 5 consists of the discussion and analysis of the findings to interpret the empirical data to create answer for the research question.

Chapter 6 entails conclusion and recommendations for possible future studies.

(12)

2. Theory

This chapter explains an overview of theories and areas of research which this research was centred on and relates to existing literatures in this field. In this thesis, a conceptual framework for sustainable service innovation in hotel industry was developed using the literature review. To answer the research question, a clear framework has been identified to guide me throughout the entire thesis. There is a need to explore the hospitality sector with a focus on the hotel industry.

The thesis is consigned with a backcasting from sustainability principles approach which consists of step A-D. Considering the influence of human input plays vital roles in service innovation (tangible and intangible goods) towards sustainability. This research is aimed at exploring these relations. Thereafter, the literature reviews should help to fulfil my research question.

2.1

Backcasting and the ABCD Methodology

Backcasting is a planning methodology where “planners start by building a vision of success in the future, and then ask: what do we need to do today to reach this vision? ... This allows planners to take into account what is realistic, but not being limited to what is realistic today” (Waldron et al., 2004; Robert at al., 2018). There are two main types of backcasting which are: backcasting from scenarios and backcasting from principles. The backcasting from scenarios is used when one has concrete picture of the vision while, backcasting from principles is used for dynamic description of the future.

The criteria for principle based must be science-based, sufficient, necessary, general, concrete, and overlapping an approach that promotes discovery (Dreborg, 1996). A backcasting approach was used because it promotes discovery (ibid). This approach required concrete understanding of complex system like this hotel industry with complicated projects like innovative services towards sustainability, this methodology suite best to align the various activities in a logical manner (Broman et al., 2000). This approach helped me in investigating about ‘‘SSI’’ in practice and give a systemic view about the subject.

The forecasting approach was not chosen because predicting future decisions based on the influence by future knowledge are quite impossible in forecasting. I chose backcasting (ABCD) methodology because it captures the uncertainty of the future and endeavour to define an extensive conceptual framework to discuss the future which makes it less threatened to unforeseen changes.

(13)

Figure 1: ABCD Methodology (Robert et al., 2018)

FSSD’s backcasting approach from sustainability principles as tailored for this research; 2.1.1 Step A (Hotel industry)

Starting by agreeing on mental model of the concept of the study, the sustainability challenge (using the funnel metaphor), the sustainability principles (SPs I-IV) and the ABCD procedure as such. Different activities in the tourism sector are emerged from the intersectoral diversity in innovative creativity (Amable and Palombarini, 1998). Miles (2000) stated that due to the complex, highly innovative activities, and heterogeneity nature of services it makes it difficult to present a general account of service innovation. According to Tremblay (1998), due to the heterogeneity nature of service in the tourism sector, one need to focus on one of them that led to choosing the hotel industry.

The hotel industry is important, and it is unique amongst all the tourism sectors because it provides the most basic tourist requirement which is lodging for all other guest’s tourism services guests when arriving their destination (Orfila-Sintesa et al., 2005). The hotel industry includes a set of institutions that have homogenous production and in a competitive environment (World Tourism Organization 2004). It may be argued that competitiveness in tourism depend specifically on innovation for attaining better products and services, interaction with information and communication technologies and environmental issues (Tseng et al., 2008; Grissemann et al., 2013). The differences between the quality standard level of a hotel are the quality of the extra services and tangibles they offer, and operations as such does not

(14)

necessarily have impact on the hotel. Many of the services for example mostly requires the customers to be physically present (e.g., check-in into rooms, room services, restaurant). Enz (2011) revealed that some factors like technology, socio-cultural, political, and economic factors affect firms within the hotel industry. These factors have significant short term and long term impacts on hotels and other lodging providers (Zervas, Proserpio, and Byers (2013). Therefore, the need to have long-term cure strategies to these impacts in contrast to having a short-term strategy which only hide the signs (ibid). These will help traditional firms to define their options to retain their competitive advantage in the industry. Competitive advantage is developed in a firm by means of combining natural values, economic and societal values leading to sustainable business practices (Tseng et al., 2008).

Moreover Hjalager (2010) stated innovation incorporated in the provision process as help tool for hotels to offer services at a competitive advantage. Traditional service innovation was categorised by Synder et al. (2016) into fundamental, incremental and process (product & service) innovation. Hence, the incremental degree of innovation was adopted in this research due to the innovation definition of service provided to clients. Nonetheless, radical innovation was not considered because it requires new knowledge and quitting the existing business practices. This will be far too costly and risky in contrast to incremental innovations which is an improvement of existing innovation in their business practices.

Service innovation as suggested by Chen et al. (2016) has become progressively key factor for businesses highlighting innovative service strategies, acquiring market concepts, and executing its value-added chains, with the aim of being sustainable. This means service innovation allows businesses to achieve and maintain their competitive advantage (ibid). Consequently, a sustainable hotel industry is one with the possibilities of stakeholders to operate within a sustainable practice to offer better services to benefits customers (Bovaird and Loeffler, 2012).

Sustainable Development Goals (SDGs)

The SDGs are considered as “a global framework of action and language that will help companies communicate more consistently and effectively with stakeholders about their impact and performance” (United Nations 2015: WBCSD 2018). These are 17 global development goals and with intentions of achieving them by 2030 (United Nations n.d.). These goals are not designed for operational framework for concrete planning and analysis but rather well-written scenarios on desirable outcomes in 17 areas (Selomane et al. 2019). Due to the interconnectedness nature of these SDGs, a nested model has been emphasised by some researchers (Rockström and Sukhdev 2016). Therefore, to fulfil society’s need on Earth natural resources sustainability, society must act within certain planetary boundaries (Folke et al. 2016).

In addition, the operations within the hotel industry towards sustainability are identified through the core purpose, values, and existing goals. The green hotel concept is a key to success which has gained attention over the years (Kim et al., 2017). An environmentally lodging property that utilizes energy saving and carbon reduction scheme to retain the preserve the environment and eliminate solid waste is a green hotel (Green hotel Association, 2015). Reducing the consumption cycles will limit wasteful output thereby resulting in the elimination of unessential inputs (McDonough and Braungart, 2002a; Kim et al., 2017). Therefore, the future of the hotel

(15)

industry is developed from the collaborations between stakeholders operating within the boundaries of sustainability principles.

Figure 2: Nested SDGs Illustration (Rockström and Sukhdev 2016) 2.1.2 Step B (Sustainable Practices)

Then, identifying present practices that are problematic with respect to the SPs and assets for solving the problems; “In what way do the product/service and its accompanying flows and practices contribute to society’s violation of the sustainability principles?” and “What specific assets does the product/service, or more generally the competence of the organisation, provide for a systematic planning towards sustainability?”

Sustainable practice is the process by which organizations introduce sustainable innovative approaches around their economic, social, and environmental issues to achieve long-lasting solutions (Horng et al., 2011). Using the lens of sustainability principles to analyse and understand the current state of the hotel industry to know what factors enhances or hinders the process of attaining the vision of success. Over the years, the ecosystem has been greatly affected due to the human activities to meet up with growing demands for food, shelter, energy. These human activities have been positive in improving the quality of life for us humans but at an expense of depleting natural life supporting resources.

Tyrrell et al., (2013) stated that responsible actions on negative effect of society on natural and cultural resources have emerged based on research related to sustainable development approach. Presently these natural resources are overused, and nature’s waste consumption capacity is being outstripped (Georges 2004; Folke et al. 2016; Robèrt et al. 2018). To

(16)

understand the consequences of unsustainable development the funnel metaphor was used to picture it (Robèrt et al., (2018).

Figure 3: The Funnel Metaphor (Georges Dyer, 2004)

This led to the need of revising the values and present consumption, production patterns and conducts (McDonough and Braungart, 2002a). Therefore, we need to develop a society within the boundaries of sustainability. We need to define sustainability and methodology for development within sustainability constraints. Our common future as Brundtland report states the concept of sustainable development as:

“Humanity has the ability to make development sustainable - to ensure that it meets the needs of the present without compromising the ability of future generations to meet their own needs"

(Brundtland 1987).

This can serve as a definition for both sustainability and sustainable development. Still this definition is quite general to be used in strategic planning of actions towards sustainability in society and business. It is important to create principle competent of motivating present-day management to engage in sustainable practices strongly in accordance with responsible and ethical values and organisational internal or external particularities.

For this study, the following sustainability principles (SPs) were used to define sustainability (Ny et al. 2006). Three ecological SPs stating nature is not subjected to systematically increasing...

(17)

1. ...systematic increase in Concentration of substances from earth’s crusts in nature (e.g., mineral resources).

2. ...systematic increase in concentrations of substances produced by society in nature (e.g., synthetic materials).

3. ...systematic increase in degradation by physical means (e.g., Biological productivity). And 1 Societal SP stating that...

4. ...people are not subjected to structural obstacles that undermine their capacity to meet their needs (e.g., equality).

Figure 4: Sustainable Principles (Siemens, 2012)

Furthermore, due to the growing awareness of the interdependency of tourism development and sociocultural, environmental, economic and policy sustainability dimensions, tourism can never be side-lined (Perez and Del Bosque, 2014). Due to the qualities these SPs have, (for example science based, concrete, general etc) makes it easier to identify present and future problems and thus structure, solve and prevent problems upstream rather than fixing symptoms in a downstream manner as they appear. This led in choosing these principles for this thesis and considered valuable for foundation for sustainable service innovation (SSI).

With focus on the hotel industry, interdisciplinary discussions are the foundation for connecting stakeholders and management processes to sustainable principles that will confirm the efficiency of the hotel practices. The planning committee must submit these principles to figure out the complexity in between environment and the society (Waldron et al., 2004). Therefore, in hotel operation these complexities are assumed in consumer relations. How organisations engage and interact with innovation can be complicated and requires multifaceted communications and will sustainable service innovation be helpful to sustainable practices.

(18)

2.1.3 Step C (Organisational Innovation)

Brainstorming to list potential solutions to the problems and envision new sustainable concepts. Due to the risk of innovations effort becoming a failure with the organisation, hence the need for creative tension based on the factors that enhances or hinders the success. Innovation is the market realization of new or improved products (goods or service), process (organizational or marketing) in external relations, business practices and/or workplace organizations which leads to value creation for businesses (Tidd J, Bessant J 2009).

The importance of innovation as stated in a speech given by Brogren (2011) at Awareness Raising Event in Sweden:

“We are more and more competing on global market, for Europe and specifically for Sweden, who is far away from the large markets and we have the cost level which is not lowest in global perspective. We have to climb up to compete on global market” (Brogren, 2011).

Since this research focuses on sustainability, service, innovation, hospitality and particularly hotel industry, it is therefore important to state that hotel industry is not exempted and because innovation is the heart of success of hoteliers (Trott, 2008).

Therefore, the organisation must identify innovative measures that can positively assist them to move towards the vision.

2.1.4 Step D (Resourcing)

Based on the B and C list and strategic guidelines, prioritise actions into strategic plan. This means that each investment, at least if it is large and binds resources for relatively long time periods, should (i) strengthen the organisation’s platform in a way that is as flexible as possible for coming investments that are likely to take it towards success as defined by the SPs (and other goals set up by the organisation). As a basic mindset, the organisation should in each investment (ii) seek to move towards reducing its contribution to society’s violation of the SPs and (iii) strive to be “economic” with resources so that the process is continuously reinforced (payback).

However, in the decision regarding an individual investment, (ii) and (iii) need to be assessed in a dynamic interplay between each other and in relation to the longer-term plans (i). Here, everything that helps the work domain towards innovation in an organization is referred to as resource component (Amabile, 1997; Ibarra, 1993). According to Leonidou et al. (2013), the critical drivers when formulating environmental strategies are organization resources. The resourcing here are the prioritised and strategic factors that helps the organisation to achieve the vision of the success. Therefore, sufficient resources will create huge capacity for success in innovation. These resources according to scholars varies from funds-time-outsourcing to experts-supplies-knowledge development (Amabile, 1997). Here the resources must answer the following strategic questions:

⁃ Is it flexible (for further development)? ⁃ Does it help in the vision of success? ⁃ Will return on investment assured?

(19)

In hotel industry more focus should be placed on resources used to sustain and accelerate this process (Hu et al., 2009). Hence, these resources can be in inform of actions and tools organisations utilise to achieve their success vision (Robèrt et al. 2002).

Therefore, in general experience from previous studies, FSSD seems to support problem solving and decision making in complex situations (Broman et al. 2000). Due to the upstream problem-solving ability, it facilitates cooperation between people from different sectors and disciplines who aim to be sustainable in their service practices (Broman et al., 2000). Many of the FSSD benefits are related to the use of backcasting from principles as a supplement to traditional.

Figure 5: The ABCD-methodology is applied at the step C level in order to provide further

information to priorities and action plan implemented at the step D level. (Figure inspired by Robert et al., 2002)

2.2 Conceptual framework

The topic of this research is sustainable service innovation within the hotel industry. Previously mentioned in the purpose section, this research purpose aims to achieve and understand the benefits of strategically using SSI within the firms of the hotel industry aiming towards sustainability. The purpose of this framework is to help in analysing the empirical data and the drivers of sustainable service innovation in the hotel firms.

To fulfil this, the drivers in the company’s past sustainable service innovation are described. The drivers from backcasting from sustainability principles are divided into four conditions: Step A (hotel industry), Step B (sustainable practice), Step C (organisational innovation) and

(20)

Step D (resourcing). These conditions can be generated by many elements, which resulted to obtaining data that are generated by the effect of SSI. These data are presented in chapter 4.

(21)

3. Research methodology

In this chapter, the chosen methodology for this research and the stakeholders will be presented. The research strategy and design, data collection and data analysis will also be described.

3.1 Research Approach

An inductive method is proposed as a fitting and regularly used for new and less studied phenomena (Andersen, 2012). Considering SSI is an emerging research topic which has blurred borders. The goal is to gain understanding on the phenomenon studied in the literature review and to answer the questions to create a comprehensive picture of sustainable service innovation in hotel industry. The starting point is recognising the value of a common research field from which further research can then commence.

Still, inductive approach depends majorly on empirical data and the subject unfold during the development and the research process (Yin 2013). Inductive approach is usually characterised by qualitative data gathering (ibid). This thesis proposes a conceptual framework which fulfils Saunders et al. (2012) suggestion on inductive approach needs development of framework which helps in analysing of data.

Notwithstanding, this thesis have a few common deductive approach characteristics. Deductive approach begins with and is based on the use of current theory to structure the research strategy and analysis of the data (Saunders et al., 2012). Haig (2005) defines an abductive approach as the combination of inductive and deductive research. Therefore, this research is an abductive approach due to the exploration of a phenomenon to identify patterns, locate these in a conceptual framework and test this through subsequent data collection (Alvesson and Skoldberg, 2009).

Based on existing theory, the thesis began with a deductive approach which helped the researcher to formulate research question and purposes. Followed by a theoretical and conceptual framework to help structure the focus of the data analysis (Yin, 2013). Yet, the designed framework did not sufficiently answer the purpose of the research and the research question (Saunders et al., 2012). Therefore, the need to follow an inductive data analysis approach arose, which included a collection of qualitative empirical data and analysing to find patterns. Abductive approach is a perfect choice in discovery of new patterns and better explanation of development of theory in this research. Leading to credible realisation of the objectives of this thesis.

The research philosophy is interpretivism due to the sample size and in-depth qualitative nature of the research (Saunders et al., 2012). Interpretivism allowed me as a researcher to understand that there is a clear link between the research subject and the researcher which means that people cannot be separated from their knowledge (ibid). This is a qualitative research because it focuses more on words rather than numbers and data can be gathered from several sources such as documents, interviews etc. (Porter and Kramer, 2006). While quantitative methodology is more focused on numbers. Due to the qualitative methodology being appropriate when studying individuals and organizations, therefore it suits best using it for this research. Qualitative research allows the researcher to be referred to as a primary instrument to make interviews, observations, and documentations as data collection methods (Merriam, 2009). Therefore, in

(22)

this research the researcher was used an instrument to explore, use personal analysis and meanings of events (Stake, 2010).

Due to the gap from the literature review on limited systemic view on sustainable service innovation (SSI) within the hotel industry. A well-established hotel was selected to research as a valuable source of information that is relevant to the research area. Interviewing participants from the company to understand their process of service innovation and sustainability. Lastly, relevant literature was compared with the findings to explore the practice of SSI in the hotel industry and draw conclusions.

3.2 Research Strategy and Design

A case study is the strategy chosen for this research. Usually, the case study strategy is a way to better understanding that the research organises and carry out an empirical investigation of a phenomenon which takes place within a context and this context have a vital role in a case study (Robson, 2002; Yin, 2013). Due to the present situation of limited research of SSI in the hotel industry. Thereby, the aim of this research is to explore to have good understanding and I want to have proper insight of the present situation in my research topic. Since developing of concepts and improvement of the final research is well orchestrated by exploration (Cooper & Schindler, 2011).

Therefore, this strategy is relevant to this study because it will help the researcher to have an open mind on “how” and “why” questions to help reflect constantly on the research to help explore the answers to the research question (Yin, 2013). This was co-produced by engaging the stakeholders at every phase of this research (Bovaird and Loeffler, 2012). Stakeholders were not only used as data source but also as an academic and professional source of advice. The coproduction is further discussed in data collection (3.4).

3.3 Case Study Design

This an in-depth qualitative research approach used to understand and explore existing phenomena comparison, information or inspiration but can also be used to study the effects change, new programs or innovations (Merriam, 2009). According to Yin (2013) there are four main case study design which these case study designs were distinguishes based on two dimensions: single case study vs multiple case study, holistic case study vs embedded case study. This research is a single and holistic case design. Yin (2013) states that a single case study provides an opportunity to test and analyse a phenomenon that few have studied before which makes it well suited for this research since the SSI is a new phenomenon with less previous studies. Due to likelihood of reduction in false interpretations or contradictions of a holistic case study design makes it a good fit for this research (Yin, 2013). Further reasons are that from existing literatures and research there are some gaps about service innovation in hotel industry in relation to sustainability. By using case study, I could improve the understanding about the data i gathered during the process through literature review, web content review, documents from hotel and interviews.

The use of case study in the research design gives the opportunity to know in advance what data to gather and the appropriate analysis method to answer my research question (Savin- Baden and Howell Major 2013). Due to SSI being a new phenomenon and there is limited study on the topic, resulted into a need for more description. Nonetheless, there are previous study, which

(23)

has given exploratory studies and have identified some important characteristics. Therefore, to extend the exploratory findings, it is vital to have a more descriptive research (Saunders et al., 2012). This research focuses on the experiences of individuals operating within service innovation through a single case of Radisson Blu Waterfront. The focus includes gathering data via literature reviews, archival records, and semi-structure interviews. While interacting with Radisson Blu, it is a relevant form of research so as to contribute descriptive information about professional practices (Savin-Baden and Howell Major 2013).

A cross-sectional study is used in a research to collect data on relevant variables one time only on a subject or from several people (Saunders et., 2012). The reason for cross-sectional study is to make the result findings represent a capture of specific point in time (Cooper & Schindler, 2011). Therefore, the data can be used in various research types and the outcome of my findings can be analysed to create future in-depth research. This is a cross-sectional study, but the data collection technique helps to ask overall questions about the entire company service process which aims at explaining a new phenomenon.

3.4 Data Collection

To capture the research question about the benefits of strategically using sustainable service innovation within the hotel industry towards sustainability, the data were collected through various primary and secondary means of data collection. These were the methods used during my research process. These methods helped to collect and create orderliness to the data so they could answer my research question. The purpose of these data collection methods is to have understanding into how hoteliers utilise service innovations towards sustainability. The phases in these methods which served as the four plans for qualitative research were described below according to how they were related to the research design.

3.4.1 Phase A: Preparation and Secondary Data Collection

I began my research journey by collecting secondary data resource to increase the view on SSI in hotel industry. Dass and Arends (2009) states that secondary research strategies have three types which are, content analysis a several ways of human communication; secondary analysis as using former results from quantitative research; and the systematic review is the process of merging and exploring different solutions with similar or same phenomenon. After defining the criteria for collection of data. Systematic Literature reviews were used to collect secondary data. Literature reviews from several books, articles, and past thesis from academic research databases such as Scopus (SC), Science direct (SD), Google Scholar (GS) and Diva (D) was used to collect secondary data. The literature is systematically explored taking only peer-reviewed publications from several fields.

Using the search function of these databases, articles found contained in their titles, abstract or keywords terms like “hotel industry” and “service innovation”, resulted into (SC 50, SD 137, GS 3550, D 10). While, when I added a third keyword “sustainability” the results were (SC 4, SD 94, GS 1490, D 2). Including some tweaks like ‘‘service/development innovation’’ and ‘‘sustainability’’ insights showed results of SC 1, SD 792, GS 761, D 1). Adding a new keyword “hotel industry” to this tweak resulted into 7 Scopus and 1 Diva result and zero from the other search engines.

(24)

To have a better result, I included the asterisk (‘*’) to modify the syntax of the keywords, “hotel industry*” “service*”, “innovatio*” and “sustainab*” which gave Scopus 13 results and the rest search engines zero. Finally, I added ‘‘service innovation’’ and ‘‘sustainability’’ “hotel industry” and "backcasting" resulted into Google Scholar having 41 results and the other search engines with zero result.

A total number of 78 reviewed articles out of the 78 articles were used in this research. These literature reviews were not filtered by years due to the newness of the research topic but both old and new literatures with English as their language was used to acquire rightful information’s. Clear systems of rules and steps were used to develop the search strategy, thus leading to concise, reproducible, evaluation and interpretation of existing research (Witell et al., 2016).

Figure 6: Visual summary of secondary data collection

3.4.2 Phase B: Primary Data Collection

Interviews is one of the common data collection approaches in qualitative research (Saunders et al. 2012; Yin, 2013; Silverman, 2011; Ghauri & Grønhaug, 2010). According to Silverman (2011) these interviews helped access directly what was happening and how people were doing

(25)

in the world (Silverman, 2011). I decided to use the 5LM as a guide in establishing interview questions and document analysis template. Robert et al (2018) states 5 level Model as a conceptual framework in a system or a complex system that helps create orderliness and promote communications amongst actors on different levels. Due to its usage in planning within complex systems where the intended outcome is success, made this 5LM appropriate for this research (Waldron et al., 2004).

Interviews facilitated in exploring the emotions, connections, stories, and relationships between incidents to have a proper understanding of stakeholder’s engagement. Interviews are divided into three types, namely, structured, unstructured, and semi structured interviews (Saunders et al., 2012; Silverman, 2011). Due to the strength of the sets of a predetermined questions and guideline topics nature of semi-structured interviews (Silverman, 2011), I decided to use semi structure interviews for the primary data collection method. Comparing to structured interviews that restricts the interviewer to follow some sets of predetermined questions, semi- structured interview allows a change in the directions during the interview (Saunders et al., 2012). Interviews was conducted with professionals of responsible business service development in the hotel industry. Interview subjects were mainly residents from Sweden. The interview was informal and semi-structured following a basic script. Interviews was collected and gathered using a designed interview guide to access the present situation of service innovation with respect to sustainability (See Appendix A). Due to the pandemic the interviews were conducted using Zoom. A total of 6 practitioners were interviewed and the interview was between 30 to 45 minutes long with specific questions asked during the interview can be found in the Appendix A. Take note that some questions arose during the interview which were not on this list. The interviews were conducted between March 14 to April 29, 2020.

Participants in the study

The participants selected for this were managers, employers who directly or indirectly worked with innovation, services, and sustainability project within Radisson Blu. The participants were composed of practical industry experts of sustainable service managers, sales, and human resource manager. These participants relevant were to my thesis work because they all work with responsible business within the case study organization. Responsible business report according to Radisson Hotel Group states that:

“we are committed to caring for people, our communities and the planet. We believe this is

essential to business success and our responsibility as citizens of this world” (RadissonHotelGroup, 2019).

The chosen participants have more than 5 years working experience in relevant management positions in the hotel operations and relative businesses. The description of participants from the case study organization is shown below in Table 1.

(26)

Participant Position Experience

A General Manager 25 years

B Executive Coordinator 6 years C Front-Office Manager 11 years D Assistant Food Beverage Manager 15 years E Executive Assistant Manager 19 years

F Sales Manager 21 years

Table 1: Description of Participants

Document Analysis: This was combined with the semi-structured interviews in this research. Several documents were gathered to analysis regarding company’s service innovation history and relating factors that facilitates the awareness and / or usage of sustainability. Public records such as personal blog posts, annual reports and mission statements were the focus of this analysis. Appendix B shows the 5LM categorization template of relevant data gotten from the documents. The limitation of this document analysis was inability to get hold of case study organization internal documents with adequate documents relating to enhancing SSI factors. 3.4.3 Phase C: Analysis and Result formation

The research design includes analysis of data from the case study organisation, checking in with advisors, and retrospective bi-weekly meetings where I discussed my reflections on the process. Merriam (2009) said that data can be handled manually or with the aid of a software. The analysis uses qualitative method to analyse the data gotten by using 5-Level Model (5LM) of the Framework for Strategic Sustainable Development (FSSD), analytical use of ABCD and thematic analysis as a guiding structure for the analysis. The data were handled manually due to the little size of the data and because a software program might cause an unpleasant distance between me and the data (Cresswell, 2003). These unpleasant distance for example is the inability for me as a researcher to familiarize myself with the data and the package to be sufficiently confident enough to code.

5 Level coding Analysis:

Coding of gathered data from interviews was done with 5LM to form categorization that helped to cope with the amount of data and to reduce the difficulty from both the data from the semi- structured interviews and document reviewed (Merriam 2009; Saunders et al., 2012). This 5LM comprises of System, Success, Strategic Guidelines, Action and Tools level. In complex system this model helps in analysing, decision making and planning (Robèrt et al. 2018). Therefore, 5LM was used to provide structure to exactly tackle the objective of the research. The result chapter serves as the beginning of the analysis because the categorization and summarization will help to understand the meaning and to answer the research question. Table 2 shows how 5LM was adapted to show the relationship between each level with respect to my research field and to improve clarity to complex data gotten from the case study organization.

(27)

Level Description

System An overview of SSI concept shared the organisation. How it contributes to the board and its rules and regulations for how they operate as a system.

Success Clear communication of SSI vision within the organisation.

Strategic

Guidelines Advice on decision making structure to facilitate decision makers prioritize towards SSI. Examples of standard prioritization questions asked:

- Is it flexible?

- Does it lead to success?

- Will return on investment ensure?

Actions The concrete actions that assist them to achieve success.

Tools The tools or techniques to implement and measure their success.

E.g., SDGs, Circular economy, ABCD approach, Ecological Footprint, Global Reporting Initiative.

Table 2: The FSSD applied to the Case Study Organization

Analytical use of ABCD:

This was used to simplify analysis of results that shed light on if SSI were being strategically used. ABCD methodology was used because of its strategic and operational characteristic nature in planning. Also, because it possesses a step by step and iterative method. The ABCD categorization is awareness and defining vision, baseline assessment, ideation, and prioritization. Each stage in this method has concrete outlines framework instruction, and subsequent stages are logically connected by activities which makes this ABCD procedure ideal for the research. Therefore, the activities from the experts of the case study organization are appropriately grouped into the right structure (see table 4).

Thematic Analysis:

In line with previous reviews, this research also focuses to provide a thematic analysis complementing the 5LM and analytical use of ABCD of the research. Thematic analysis is used to identify, analyse, and interpret meanings to patterns in a qualitative data (Braun and Clarke, 2006). Thematic analysis was conducted to explore the ways in which relevant themes (Hotel industry, Sustainable practice, Organisational innovation, and Resourcing) is important to SSI emerge over the research.

Generally, this analysis offers insights on important findings from the research so far and provide clear foreground research gaps for the future.

(28)

3.4.4 Phase D: Thesis report

This final phase is all about interpretations that needed further clarification and structuring the documents that I have gotten during the research, areas for further research and drafting them into a final report document.

3.5 Research Quality

To judge the quality of the research, reliability and validity will be used to evaluate the research quality (Guba, 1981; Yin, 20i3). Academia in tourism industry and hospitality managers will be asked the validity of the interview questions before asking the interviewees.

3.5.1 Reliability

This is a criterion for quality to check if there is consistency in the findings. There are four proposed threats to reliability by Robson (2002) namely, participant error, participant bias, observer error and observer bias. Participant error occurs when there is inconsistency in the result obtained due to difference in days intervals (ibid). Therefore, there will be inconsistency in results of data collected again after one month leading to threat to reliability of the research. Participant bias occurs when interviewees provide response according to their position but not as according to what happened (ibid). To avoid contradictions from what respondents said, some vital questions were reformulated and repeated. Also, the respondents had the opportunity to be anonymous (Saunders et al., 2012).

Observer error occurs when interview questions can be asked in several ways, theoretically affecting the result, and leading to decrease in research reliability (Robson, 2002). An interview guide proposed by Saunders et al. (2012) was used during the interview and questions were jotted down. Lastly, Robson (2002) said observers bias occur due to contrast in interpretation. This was minimized during the interview to avoid misunderstanding, certain flexibility and asking of extra questions were used. Notes were taken during interview discussions and no audio was taken due to me observing their facial expressions and body language during the interview. My findings will be presented in the last part of this case study to the interviewee for review to avoid ambiguity (Ghauri & Grønhaug, 2010).

3.5.2 Validity

This is also a quality criterion to establish that the findings of this study are valid, research question and purpose must be clearly defined. This Validity means when findings about a topic seems to be real (Saunders et al., 2012 p. 157). A case study was used in this research to help improve the research validity (Yin, 2013). A research scope narrowed down to a certain and specific type of industry. Triangulation and reflexivity were employed to show my philosophical standpoint so that validity and investigator free findings can be attained (Guba, 1981). Considering researchers character affects the research.

Nonetheless all obscure points were documented before the interviews, and all parts of interview was documented to avoid loss of data. Certain terminology from the research topic were defined to better understand what was being studied. The research considered the importance of external

(29)

validity which are the geographical scope, hotel type and business segments which permitted generalizing of the data to a certain extent (Saunders et al., 2012).

3.6 Research Ethics

Certain ethical reflections on research like privacy, consent forms, identification, deception, confidentiality must be use and reflected on during every step in this research (Bell & Miller, 2002; Saunders et al., 2012). Using reflexivity as an attitude to attend to ethical issues by integrating a theoretical stance, an empirical stance, and my stance at every step of the research stages was considered (Alvesson & Sköldberg, 2009). The participants were all informed about the ability to withdraw their permission to make use of the data gotten from them and it will be deleted (Bell & Miller, 2002). Giving open communication, respect for everyone, inflicting no harm and honesty are some of the values that have influence throughout my research processes. A GDPR form was submitted to show the type of retrieved data and the type of research participant focus. Therefore, I ensured that the semi-structured interviews and analysing tools are in accordance with GDPR standards.

(30)

4. Results

This chapter is based on result findings and these results were grouped according to the categorisation of the 5LM analysis and the analytical use of ABCD. Each section is defined in a precise order established to address the research question and purpose. Summary of all findings to for recommendations will be taking into consideration.

4.1 Radisson Blu waterfront

A systematic approach is required when managing innovations in an organization to survive in a highly competitive hospitality industry, successful hotels have proposed it as own tool to innovate (Ottenbacher, 2007). A hotel that implements innovations within their organization and externally to the customers was needed for this thesis. Radisson Blu has enabled various types of sustainability measures, which helps them in improving the service level they offer to their customers.

Also, Radisson Blu according to themselves have a niche in automatic and global carbon offsetting footprint of every single meeting and events taking place in any of their over 1,100 hotels worldwide are carbon neutral (Radisson Blu Blog, 2019). This served as an inspiration to find how they innovate and implement sustainability in the process and their strategy about service innovation.

4.2 Findings

The findings from 5LM analysis and are grouped into five levels, namely, system, success, strategic, actions and tool levels.

4.2.1 System Level

The findings here is to explore how Radisson Blu identify sustainability in supporting their practitioners towards sustainable service innovation. The results are analysed on how they recognise sustainability in general and to lend some advice to them on how to be more sustainable in their services.

“sustainability is defined as aiming or working towards the sustainable development goals (SDGs)” (Participant A).

“...the impact of your actions on environment, societal” (Participant B).

On a system level, RBG uses the Triple Top line approach to explain sustainability to their employers.

4.2.2 Success Level

The findings here is to explore how they understand and analysis their current reality of being sustainable. They have Climate Action which is the 13th SDGs on their website to show their awareness level on reducing their negative impact on the climate.

(31)

“it’s the first Sweden-based building ever to receive the renowned LEED (Leadership in Energy and Environmental Design) certification” (Radisson Blu Blog, 2019).

“...We use the SDGs as an operational framework for how business. No goal on the list is less important because we see them as overlapping goals” (Participant C).

RBG partners with organizations such as Just A Drop to provide food, water, and shelter as a basic human need (Radisson Blu Blog, 2019). RBG work to improve their society and environment locally which result to impacting on the global SDGs.

“...Staffs are encouraged to volunteer and support our Responsible Business initiatives via Charities” (Participant C).

Due to the nature of complexity and interrelated nature of the SDGs, it is difficult to point out if using SSI will have a positive or a negative impact. Participant F mentioned the following:

“the overlapping nature of these SDGs, it is difficult to choose which of goal has more importance to focus their operations on” (Participant F).

“Working towards sustainability and using the SDGs is complex which sometimes leads to confusion or increase in the complexity of the situation due to different interpretations within the organisation. Differences in experience and competence level mostly leads to this”

(Participant F).

“even though SDGs are well established as a common language in Sweden and the hospitality

sector but the unsustainability in socio-ecological systems leads to difficulty for hotel industry to support service innovation managers that are trying to work towards sustainability”

(Participant A).

“Training process during internships worn out students because it is practical and different from their theoretic trainings from school. This reduces students’ motivations whenever they are here. Zeal and devotion for the hotel industry is the key point to harness their competences”

(Participant E).

The present challenges they have are disruptive circumstances for example the Corona virus which affected their mode of operation locally and globally.

4.2.3 Strategic Level

The findings here is to explore how plan strategically plan and practical use of sustainable service development within the organisation. They enable employees to be part of a large society which shows encourage meaning making and competence development.

“I was happy to have shadow learned from someone who spoke my mother tongue when I newly

(32)

“Community app to find and read about news, trends and see what their other chain systems are doing (present or past projects)” (Participant C).

“We use SDGs to connect with like-minded stakeholders who practice sustainable services or aspire to practice them” (Participant A).

They encourage everyone to be sustainable and they offer help for those who wants to be but are short on resources of being sustainable. From the findings, SDGs are incorporated by Radisson Blu in their operations. They use SDGs as a collaboration and communication tool in their operations.

4.2.4 Action Level

Certain SDGs programs are offered to enable or facilitate employees to work towards sustainability individually and collectively. Workshops are organised regularly to offer support for their employees.

“we have a “YES, I CAN” workshop to in-still a positive mindset into employers (Participant

D)”.

This workshop is done for new employees and every 6 months old employee are encouraged to take this course again because it has been updated regularly.

“Responsible business course is also taught to all employees as well” (Participant E).

These courses are taught in both English and Swedish to break the language barrier for their diversified employees. Table 3 talks about the programs offered to their employees as mentioned by interviewees.

(33)

Programs Description Climate

Projects Having employees to rotate /work in a different department or on an external department project to make them recognise how each departments action impact on SDGs regarding climate (Participant B).

Radisson

Award Radisson Award: To create awareness about responsible business employee of the month (Participant E). “Yes, I Can” incentives to make employees solve problems and be creative independently (Participant C).

Others - they participate in the Radisson Blu towel-reuse program to tackle SDGs like: For every 500 bath towels that the guests choose to reuse, the hotel gives a child safe water for life in cooperation with local charities. To date, Radisson Blu hotels have provided safe drinking water for life to over 22,500 children (Radisson Blu Blog, 2019).

Table 3: List of Various Programs Related to SDGs 4.2.5 Tool Level

The aim here is to explore the benefits of using SSI. The findings are based on data gathered from interviews about the resourcing activities within their organization and between their stakeholders’ chain. They use Green-key, which is an international eco-label company to measure their impact on the system level (tourism industry and environment). Using circular economy to utilise adequate resources and reduce their waste creation activities.

Recycling policy: “RBG” has a policy to recycle materials to make new product for example WASH (Water, Sanitation, and Hygiene). This WASH is made from unfinished soaps from the hotel (Radisson Blu Blog, 2019).

“... Our green housekeeping concept is used to checkmate water wastage by forgoing housekeeping for at least a day to save water and energy” (Participant B).

“we get personal development support to enhance our competence levels” (Participant B). “our

employees have different cultural backgrounds, and we offer cultural-based management practices to implement solutions in society contributing to sustainable service development”

(Participant F). This is a form of competence and meaning making technique they practice for their employees to fulfil blossom their creativity.

Findings from the 5LM analysis shows how case study organisation perceive sustainability and magnify findings which can help be of competitive advantage to them.

Accepted communication language tool: “we used it to help us to communicate a common

language/template where we refer to when we want to measure the areas we are impacting in and other areas where we can impact on” (Participant B).

(34)

4.2.6 Opportunities for expansion

This creates avenue to expand locally and globally by partnering with prospective business partners who adhere to the sustainability goals.

“...sometimes we visit our wine suppliers and insist on going to their farms to see if they practice good working conditions for their employees. We sometimes do these visits unannounced to the existing or prospective partners” (Participant D).

Their Corporate social responsibility is to use SSI to locate stakeholders and or potential stakeholders that uses SDGs as a guide to collaborate with to establish standard sustainable business goals and measure their impact on unsustainable practices. For example, the Green-key company that helps them to measure their emissions, “Just a Drop” which provide water for children.

“...Our ethical standards promote human rights, business ethics and diversity in our hotel” (Participant F).

Therefore, these findings can be used in communicating and creating awareness on global social and ecological issues to their employees to attain success to remain at an advantage over their competitors.

4.3

Analysis summary regarding Research Question and Objectives. One of the objectives of this research is to give recommendations to the case study organisation on how their business practice can contribute strategically towards sustainability by using elements of FSSD that is suitable to the tools they currently use e.g., SDGs in support for the development of service innovator managers. To provide recommendations, the outcome of the key findings from the 5LM analysis from previous section of this research is expanded using the strategic planning approach (ABCD approach). Below are the key findings for this research purpose:

- They utilize SDGs to raise sustainability awareness and help service innovator managers create vision in the studied organization.

- Service innovator managers of studied organization don’t fully utilize SDGs to help service them to monitor and prioritize their business developments and practices.

-Corporate social responsibility by providing good working conditions to employees and supporting employees with personal development programs e.g., “YES I CAN” workshop to improve employees skills and mindset to work independently and “Responsible business course” to develop their soft skills towards sustainable economic service practices.

- They practice Green Housekeeping a by-pass program to preserve environmental resources like energy and water resulting in reduction in their environmental footprint. Below is the summary of the findings from the 5LM and ABCD method used in the Analysis.

Figure

Figure 1: ABCD Methodology (Robert et al., 2018)
Figure 2: Nested SDGs Illustration (Rockström and Sukhdev 2016)
Figure 3: The Funnel Metaphor (Georges Dyer, 2004)
Figure 4: Sustainable Principles (Siemens, 2012)
+7

References

Related documents

“A Social Impact Analysis of How Geoparks Contribute to Sustainable Economic Development: A Case Study of Meteorum Geopark in Dalarna, Sweden”.. SPENCER

in the case study of the bilateral innovation partnership, where several stakeholders meet and discuss in roundtable discussions (Innovation Ecosystem), there are

Interviews with employees at ASSA ABLOY were conducted early in the study to be able to establish a framework of how the company are currently working with innovation and VoC and

A lot of the focus in case studies lies in the theory building, Welch et al (2011) speaks about the importance of the theory building but highlights the importance of

For this business case specifically, the research of designing the reading glasses and its packaging was mainly focused on the Industrial Design team at Stockholm Product

As described in the introduction part, the present thesis is concerned with the role of technology innovation in adapting the product (field hospital) to

With the adopted definition of socioducts in this study as constructions to reduce barriers, increase accessibility, create social cohesion and inviting and green environments, it

The average land area is 2,33 acres. Almost all farmers produce millet, sorghum, rice and groundnuts. Some other crops produced by a fewer amount is sojabeans, maize, Bambara beans