The Human Side of Product Development as part of a Strategic Transition towards Sustainability

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(1)Master's Degree Thesis.

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(4) . @9?=B;9"BGH=HIH9C:-97<BC@C;M $5F@G?FCB5 ,K989B . . Examiner: Primary advisor: Rachael Gould Ph.D..

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(12) . Statement of Contribution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

(13) . Acknowledgements -<=GH<9G=G<5G699B5B=H9F5H=J95B87C 7F95H=J9DFC79GG5B8<5G69B9:=HH98:FCA7CBHF=6IH=CBG :FCAA5BMD9CD@95@CB;H<9K5M 095F9H<5B?:I@:CF5@@H<97CBJ9FG5H=CBG =895G 7CAA9BHG 5B8H<CI;<HGK9F979=J98H<FCI;<CIHH<=GDFC79GG =FGHC:5@@ K9KCI@8@=?9HCH<5B?5@@CIF7CAD5BM7CBH57HG5B8D5FH=7=D5BHGC:H<=GGHI8M:CF H<9=FH=A95B89::CFH -<9=FCD9BB9GG5B8=BDIH8IF=B;H<9=BH9FJ=9KG5B87CBJ9FG5H=CBGK9<58 K=H<H<9AK9F9=B7F98=6@M=BG=;<H:I@5B8A589H<=GGHI8MDCGG=6@9 ;F95H895@C:5DDF97=5H=CB5B8H<5B?G;C9GHCCIFDF=A5FM58J=GCF +57<59@ CI@8 K<C:FCA H<9J9FM95F@MGH5FHC:H<=GDFC79GG<5GDFCJ=898IGK=H<;F95H;I=85B795B8=BGD=F5H=CB=BG<5D=B; H<=GGHI8M !9F9LD9FH=G95B8?BCK@98;9=BH<=G:=9@8 A5BMA99H=B;G 5B8:998657?<5J9<9@D98 IG5@CH 6=;H<5B?MCI5@GC;C9GHCCIFG97CB85FM58J=GCF #9G?C,7<I@H9 K<CK5G57H=J9@MDF9G9BH H<FCI;<CIHCIFDFC79GG !9<5GDFCJ=898;F95HGIDDCFHK=H<BI5B7985B87<5@@9B;=B;7CAA9BHG 5GK9@@5GGI;;9GH=CBG:CFGIDDCFH=J9@=H9F5HIF9 09KCI@85@GC@=?9HCH<5B?5@@H<9CH<9F&,%,GH5::A9A69FG:CFH<9=F7@5GG9GH<5H=BGD=F98 GCA9C:H<9=895G=BH<=GH<9G=G5B8=BDIH8IF=B;H<98=::9F9BHG9GG=CBGH<FCI;<CIHH<9H<9G=G DFC79GG GD97=5@H<5B?G;C9GHCCIF:9@@CK&,%,7@5GGA5H9GK<CK9<5J9G<5F98H<=G9LD9F=9B79K=H< -<9=FGIDDCFHH<FCI;<7CBJ9FG5H=CBG :IB A9GG5;9G5B8:998657?=G;F95H@M5DDF97=5H98 -<5B? MCI5@@ %5GH6IHBCH@95GH 5;F95H5DDF97=5H=CB;C9GHCCIF:5A=@M5B8:F=9B8G:CFH<9=F7CBH=BICIG@CJ9 GIDDCFH5B89B7CIF5;9A9BHH<FCI;<CIHH<=GDFC79GG5B869MCB8 -<5B?MCI:CF5@K5MG69=B; H<9F9K<9BK9B99898MCI . ===.

(14) . Executive Summary Purpose and Aim -<9 56=@=HM C: H<9 GC7=C 97C@C;=75@ GMGH9A HC GIDDCFH H<9 :I@:=@A9BH C: <IA5B B998G C: H<9 KCF@8ZGDCDI@5H=CB=G GMGH9A5H=75@@M897F95G=B;FCA5B5B8+C6QFH -<=GGMGH9A5H=7 897@=B975B695HHF=6IH98HCH<9GHFI7HIF5@9FFCFG=BGC7=9H5@89G=;BH<5H<IA5BG<5J9DFC8I798 FCA5B5B8+C6QFH 0<9B=H7CA9GHCH<9=BBCJ5H=CBC:DFC8I7HG CF;5B=N5H=CBGB998 HCH5?9F9GDCBG=6=@=HM5B87CBG=89FGIGH5=B56=@=HM5G5B9GG9BH=5@D5FHC:H<9DFC8I7H89J9@CDA9BH DFC79GG 6975IG9 H<9 K5M DFC8I7HG 5F9 7F95H98 HC85M =G :I9@@=B; IBGIGH5=B56@9 D5HH9FBG C: CJ9F7CBGIADH=CB 5B8 DIHH=B; 6CH< H<9 9BJ=FCBA9BH5@ 5B8 GC7=9H5@ @9J9@ =B 8=GHF9GG ,<9H< ,9H<=5 5B8,F=BJ=5G "BH<=GH<9G=G 5GMGH9AGD9FGD97H=J9=GH5?9BK<9F9WDFC8I7HG75B 69F9;5F8985GGIGH5=B56@9CB@M=:H<9GC7=C H97<B=75@GMGH9AK=H<=BK<=7<H<9M5F9DFC8I798 5B87CBGIA98=G5GIGH5=B56@9CB9X 5N=I@IGCM CM@95B8&7CK5@@ )FC8I7H =BBCJ5H=CB 5@CB9 75BBCH @958 HC GMGH9A =BBCJ5H=CB 6IH 7<5B;9G =B 89G=;B 5B8 :IB7H=CB C: DFC8I7HG 75B GIDDCFH =B7F9A9BH5@ =ADFCJ9A9BHG :CF H<9 GMGH9AZG HF5BG=H=CB HCK5F8G GIGH5=B56=@=HM 5N=I@IGCM5B8F9N9H GI779GG:I@=AD@9A9BH5H=CBC:GIGH5=B56=@=HM=B H<=G 7CBH9LH KCI@8 A95B H<5H H<9 7CAD5BM =G ACJ=B; HCK5F8G F98I7=B; =HG 7CBHF=6IH=CB HC A97<5B=GAG K<=7< 5F9 GMGH9A5H=75@@M K95?9B=B; H<9 GC7=5@ 5B8 97C@C;=75@ GMGH9A =B H<9=F 75D57=HMHCGIGH5=BH<9=FJ=H5@:IB7H=CBG 9GD=H9H<97IFF9BH5J5=@56=@=HMC:D@9BHMC:A9H<C8G HCC@G5B8;I=89@=B9GCB<CKHC=AD@9A9BH GIGH5=B56=@=HM5GD97HG=BDFC8I7H89J9@CDA9BH H<9DF57H=75@=AD@9A9BH5H=CBC:H<9A=GDCG=B; ;F95H7<5@@9B;9GHCA5BM6IG=B9GG9G5IA5BB CCBG 5B8F5;8 =9<@ FI@ 5B8+M5B "BH<9=AD@9A9BH5H=CBDFC79GG HCC@G GHF5H9;=9G D9F:CFA5B79A95GIF9G5B8H97<BC@C;M 5F9=ADCFH5BH 6IH=H=G5@GC=ADCFH5BHHC@CC?5HH<9D9CD@9H<5H5F9F9GDCBG=6@9:CF9L97IH=B; H<9 =AD@9A9BH5H=CB (5?@5B8 5B8 -5BB9F &C8=:=75H=CBG =B 9L=GH=B; DFC8I7HG F9EI=F9 5@H9F=B;KCF?FCIH=B9G6M8=::9F9BH:IB7H=CB;FCIDGBB=EI9.B5B8I9FJC 5NIFF5 -<9F9:CF9 GI779GG:I@ DFC8I7H =ADFCJ9A9BH =G GHFCB;@M 7CBB97H98 HC F9GC@J=B; F9G=GH5B79 =B 69<5J=CIF7<5B;9F9EI=F98:FCAD9FGCBB9@BB=EI9.B5B8I9FJC 5NIFF5 -<IG =: =AD@9A9BH5H=CB C: GIGH5=B56=@=HM 5GD97HG A95BG 5 7<5B;9 =B 69<5J=CIF =H =G =ADCFH5BH HC IB89FGH5B8K<5H=B:@I9B79GH<=G69<5J=CIF 29H 5GFCB9G 5FJ5@<C 5B835B7I@ DC=BH CIH H<9 69<5J=CIF5@ 8=A9BG=CB <5G 699B GHI8=98 J9FM @=A=H98@M K<9B =H 7CA9G HC H<9 =B7CFDCF5H=CBC:GIGH5=B56=@=HM5GD97HG=BDFC8I7H89J9@CDA9BH (B@MJ9FM:9KGHI8=9G<5J9@CC?985HH<9<IA5BD9FGD97H=J9=BH<9=AD@9A9BH5H=CBDFC79GGC: GIGH5=B56@9DFC8I7H89J9@CDA9BH/9F<I@GH5B8C?G -<98=GF9;5F8C:H<=GJ=H5@57HCF=B H<9CJ9F5@@GMGH9A H<9<IA5B A=;<H695A=GG=B;D=979=BH<99B895JCIFC:8F=J=B;GIGH5=B56@9 89J9@CDA9BH GHF5H9;=75@@M .B89FGH5B8=B; H<9 :57HCFG H<5H =B:@I9B79 H<9 69<5J=CIF 7<5B;9 B99898HC6956@9HC=AD@9A9BHGIGH5=B56=@=HM5GD97HGA=;<H695@9J9F5;9DC=BHHC75D=H5@=N9CB K<9B 5GG9GG=B; H<9 7IFF9BH G=HI5H=CB C: 5B CF;5B=N5H=CB 5B8 D@5BB=B; GHF5H9;=7 57H=CBG :CF GIGH5=B56=@=HMHF5BG=H=CBG -<=GH<9G=GF9:9FGHCH<9G9:57HCFGH<5H=B:@I9B7969<5J=CIF5G<IA5B :57HCFG :=FGH GHI8M H<5H @CC?98 =BHC <IA5B :57HCFG =B 5 GIGH5=B56@9 DFC8I7H 89J9@CDA9BH 7CBH9LH=B8=75H9GH<5HH<9G9:57HCFGG99AHC8=::9F5ACB;89D5FHA9BHG=BJC@J98=BH<9DFC79GG /9F<I@GH5B8C?G GH<9:=9@8C:F9G95F7<=BHC<IA5B:57HCFG=BGIGH5=B56@9DFC8I7H 89J9@CDA9BH =G J9FM MCIB; 5B8 BCH K9@@ 9GH56@=G<98 H<=G H<9G=G 7CBHF=6IH9G HC H<=G :=9@8 6M 9LD5B8=B;H<9IB89FGH5B8=B;C:H<9G9<IA5B:57HCFGH<FCI;<5BGK9F=B;H<9:C@@CK=B;F9G95F7< EI9GH=CBG . =J.

(15) 1. 0<=7< <IA5B :57HCFG =B:@I9B79 69<5J=CIF 7<5B;9 B99898 :CF H<9 =AD@9A9BH5H=CB C: GIGH5=B56=@=HM5GD97HG=BDFC8I7H89J9@CDA9BH 2. !CK8C9GH<9D9F79DH=CBC:H<9<IA5B:57HCFG7CAD5F957FCGG89D5FHA9BHG -<9=BG=;<HGK=@@GIDDCFHH<9GMGH9AZGIB89FGH5B8=B;CBK<9F9H<9DCGG=6@9?9M@9J9F5;9DC=BHG :CFACF9GI779GG:I@=AD@9A9BH5H=CBDFC798IF9G:FCA5<IA5B79BHF98D9FGD97H=J95F9 Previous research in the field -<9F9<5J9699BJ5F=CIG:57HCFG=89BH=:=98H<FCI;<8=::9F9BH9BHFMDC=BHG &5BMC:H<9A7CA9 :FCA;9B9F5@7<5B;9A5B5;9A9BH@=H9F5HIF95B87CFDCF5H9GIGH5=B56=@=HM=B=H=5H=J9G=B;9B9F5@ /9F<I@GH5B8C?G 5F9H<9J9FM:9KH<5H<5J9GHI8=98<IA5B:57HCFG=BH<97CBH9LH C: GIGH5=B56@9 DFC8I7H 89J9@CDA9BH -<9M :CIB8 7CAAIB=75H=CB F9G=GH5B79 5;5=BGH GIGH5=B56=@=HM 9AD@CM99 9B;5;9A9BH 5B8 CF;5B=N5H=CB5@ 7I@HIF9 HC 69 =B:@I9B7=B; :57HCFG (H<9FGK<CGHI8=98<IA5B:57HCFG=B5ACF9;9B9F5@G9HH=B;C:GIGH5=B56=@=HM=AD@9A9BH5H=CB=B CF;5B=N5H=CBG :CIB8 :57HCFG H<5H 75B 69 75H9;CF=N98 CB H<F99 8=::9F9BH @9J9@G -<9 =B8=J=8I5@ @9J9@ :CF9L5AD@9 HFIGH :95F 5B8F9@I7H5B79HC6F95?<56=HGH<9;FCID@9J9@ :CF9L5AD@9 ;FCID 7CB:@=7H5B8J5@I9G5B8H<9CF;5B=N5H=CB5@@9J9@ :CF9L5AD@9C::=79DC@=H=7G5B8@57?C:HCD A5B5;9A9BH7CAA=HA9BH%CN5BC !5 R;9@9H5@ GH<9F9K5GJ9FM@=HH@98CB9=BH<=G:=9@85B8H<9@=GH=B;G5F9J9FM=B7C<9F9BH H<9F9K5G5B998 HC@CC?=BHCACF99GH56@=G<98H<9CF=9GH<5H7CI@89LD@5=BH<9=B:@I9B7=B;:57HCFGCB69<5J=CIF 7<5B;9 AC89@ 7CA=B; :FCA H<9 <95@H< :=9@8 K<=7< =G IG98 :CF =BH9FJ9BH=CB D@5BB=B; HC GIDDCFH69<5J=CIF7<5B;9=GH<99<5J=CIF<5B;90<99@089J9@CD986M&=7<=99H5@ -<9 7CF9 C: =H 9B7CAD5GG9G H<9 H<F99 GCIF79G 5D56=@=HM (DDCFHIB=HM ( 5B8 &CH=J5H=CB&H<5H5F9B979GG5FM:CF69<5J=CIF7<5B;9HCC77IF HC;9H<9FH<9MA5?9ID H<9 (& GMGH9A &=7<=9 9H 5@ -C IB89FGH5B8 H<9G9 GCIF79G C: 69<5J=CIF ACF9 H<CFCI;<@MH<9-<9CF9H=75@CA5=BGF5A9KCF?-75B69IG98H?=BG5B8&=7<=9 -<9-GIAA5F=N9G7CBGHFI7HG:FCAA5BM69<5J=CIF7<5B;9H<9CF=9G5B8A5?9GH<9AACF9 5779GG=6@95B8IG56@9:CF5B=BH9F8=G7=D@=B5FM5I8=9B79&=7<=99H5@ -<9-<9CF9H=75@ CA5=BG-G75B697CBG=89F98HC695G9HC:<IA5B:57HCFG -C;9H<9F H<9(& GMGH9A 5B8H<9-:CFAH<97CB79DHI5@:F5A9KCF?C:H<=GH<9G=G Research design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

(16) '9''3'1>8/8 -<985H5K5G7C@@97H98=BH<9:CFAC:=BH9FJ=9KHF5BG7F=DHG5B85B5@MG986M89F=J=B;H<9A9G 5B8D5HH9FBG65G98CB57CA6=B5H=CBC:5DF=CF=5B8=B8I7H=J97C8=B;5B8:CFH<95B5@MG=G5 7CAD5F=GCBDFC798IF9H<FCI;<H<9A5H=75B5@MG=GK5G7CB8I7H98 -<9:=FGHGH9DC:7C8=B;H<9=BH9FJ=9KHF5BG7F=DHGK5GHC=89BH=:MK<=7<<IA5B:57HCFG!H<9 =BH9FJ=9K99H5@?9856CIHCFA9BH=CB986MIG=B;H<9-GC:H<9-5G7C89G-

(17) ! 0<=@9 7C8=B;H<=G:=FGHFCIB8 ID7CA=B;H<9A9GH<5H8=8BCH:=H5BM-6IHG99A98HCF9DF9G9BH5B =ADCFH5BH<IA5B:57HCFK9F9@CC?98CIH:CF "BCF89FHC75DHIF9H<9EI5@=HMC:<CK957<<IA5B :57HCFK5GD9F79=J986M957<D9FGCB 5BCD9B 7C8=B;DFC798IF9<5G699B7CB8I7H98=BD5F5@@9@ HCH<9:=FGH 898I7H=J9CB9 -<95=AK5GHC7C@@97HA5=B@M58>97H=J9G5B858J9F6GH<5H89G7F=698 H<9B5HIF9C:D9F79=J98=B:@I9B79C:H<9DF9J=CIG@M7C898:57HCF-

(18) !5G=B8I7H=J97C89G -<97C89GK9F9B5A987@CG9HCH<9CF=;=B5@85H5 -<9G9HKCGH9DGA589IDD5=FGC:7C C77IFF=B; 7C89G :H9FH<97C8=B; 5H<9A5H=75B5@MG=GK=H<;I=8=B;EI9GH=CB<5G699B7CB8I7H98:CF957<75G9 -C5BGK9FH<9:=FGHF9G95F7<EI9GH=CB 957<-

(19) !K5G5B5@MG986MF958=B;H<FCI;<5@@=HG7C898 G9;A9BHG5B8GIAA5F=N=B;H<9CIHGH5B8=B;D5HH9FBGD9F7CAD5BM CA=B5BHD5HH9FBGC:K<5H =G8F=J=B;CF<=B89F=B;56CIH957<-

(20) !:CFACGH9AD@CM99GC:H<97CAD5BM 6IH5@GCG=B;@9 =B7=89BHG K9F9 @CC?98 5H 7@CG9@M @GC 5HH9BH=CB K5G D5=8 HC GIFDF=G9G 5B8 :=B8=B;G H<5H 7CBHF58=7H98 DF9J=CIG <MDCH<9G9G 57< 75G9 K5G @CC?98 5H :=FGH =B8=J=8I5@@M =B CF89F HC 69 G9BG=H=J9HCJ9FM7CBH9LH GD97=:=7=BG=;<HG69:CF97CAD5F=B;5@@H<9=BH9FJ=9KG @@H<9A5H=775G9 =BG=;<HGK9F97CAD5F986M@CC?=B;5HH<9:F9EI9B7MK=H<K<=7<957<<IA5B:57HCF75A9ID 5B88CA=B5BHD5HH9FBG57FCGG5@@75G9GK9F9GIAA5F=N98 -<9G97CB8F9G95F7<EI9GH=CBK5G5BGK9F98=BHKCK5MG =FGHC:5@@ =HK5G89H9FA=B98<CK C:H9B5<IA5B:57HCFK5G6FCI;<H:CFK5F8CB5J9F5;96M5D9FGCBK=H<=B957<C:H<9:IB7H=CB ;FCIDG)FC8I7H&5B5;9A9BH 9G=;B5B8+9G95F7<5B89J9@CDA9BH -<=GK5GIG98HC;9H5B =BG=;<H=BHCK<=7<<IA5B:57HCFG5F9A9BH=CB98HC69;=BK=H<5B8<CKH<9D9F79=J98@9J9@C: DF9G9B79 A=;<H 8=::9F 5ACB; H<9 :IB7H=CB ;FCIDG ,97CB8@M =H K5G 89H9FA=B98 <CK C:H9B 5 :IB7H=CB ;FCID A9BH=CB98 DCG=H=J9 5GGC7=5H=CBG F9@5H98 HC H<9 -

(21) ! 5B8 <CK C:H9B H<9M A9BH=CB98 B9;5H=J9 CB9G -<=G 5@@CK98 HC ;9H 5 ;9B9F5@ :99@=B;:CF K<9H<9F 79FH5=B :IB7H=CB ;FCIDGD9F79=J98579FH5=B<IA5B:57HCF5GACF9<=B89F=B;CFACF9GIDDCFH=B;H<5BCH<9FG -C 89H9FA=B9ACF989H5=@98BI5B79GC:<CK957<:IB7H=CB;FCIDD9F79=J9GH<9=B:@I9B79C:H<9 8=::9F9BH<IA5B:57HCFG 5G97CB8H<9A5H=75B5@MG=G<5G699B7CB8I7H98 )9F-

(22) !H<97C898 G9;A9BHG:CF957<C:H<9:IB7H=CB;FCIDGK9F95B5@MG986M:=@@=B;CIH5BCH<9FH56@9K=H<DF9. 89H9FA=B98EI9GH=CBG5B87CAD5F=B;H<9:IB7H=CB;FCIDGHC957<CH<9F @CC?=B;5HG=A=@5F=H=9G 5B88=::9F9B79GCB<CKH<9M89G7F=69957<<IA5B:57HCF Findings #" :2'3,')94789.'9/3,1:+3)+(+.';/4:7).'3-+3++*+*,479.+/251+2+39'9/434, 8:89'/3'(/1/9>'85+)98/3574*:)9*+;+1452+39 @@8CA5=BGC:H<9- K<=7<5F97CBG=89F9869=B;<IA5B:57HCFG <5J9699B6FCI;<HID 6MH<9D5FH=7=D5BHG:FCAH<9:CIF8=::9F9BH7CAD5B=9G5B857FCGGH<9:=J98=::9F9BH89D5FHA9BHG GHI8=98 'C 588=H=CB5@ <IA5B :57HCF B99898 HC 69 58898 7CB:=FA=B; H<9 5DD@=756=@=HM 5B8 9L<5IGH=J=HMC:H<9AC89@IG98 -<9<IA5B:57HCFG:CIB8HC69=B:@I9B7=B;69<5J=CIF7<5B;9 B99898:CFGIGH5=B56=@=HM=AD@9A9BH5H=CB=BDFC8I7H89J9@CDA9BH5F9. J=.

(23) . • • • • •. &CF99J=89BH %9GG9J=89BH =B:@I9B7=B; =B:@I9B7=B; BJ=FCBA9BH5@CBH9LH5B8 • 9@=9:G56CIH +9GCIF79G 5D56=@=H=9G ,C7=5@"B:@I9B79G • ,?=@@G ,C7=5@

(24) )FC:9GG=CB5@+C@9 • $BCK@98;9 5B8"89BH=HM 9@=9:G56CIHCBG9EI9B79G +9=B:CF79A9BH. • • • • • •. %=HH@97@5=AGDCGG=6@9

(25) IB7@95F=B:@I9B79 "BH9BH=CB C5@G (DH=A=GA ACH=CB 9<5J=CIF5@+9;I@5H=CB &9ACFM HH9BH=CB5B8 97=G=CB)FC79GG9G. "H<5G699B:CIB8H<5HBCH5@@<IA5B:57HCFG5F96FCI;<H:CFK5F8HC9EI5@9LH9BHG ,CA9<IA5B :57HCFG5F96FCI;<H:CFK5F8ACF95B8CH<9FG@9GG !CK9J9F H<9F9G95F7<89G=;B8C9GBCH5@@CK HC8F5K7CB7@IG=CBG56CIH<CKGHFCB;@MK<=7<<IA5B:57HCF=G=B:@I9B7=B;H<9=AD@9A9BH5H=CB 56=@=HM5GBCA95GIF9G:CFH<=G<5J9699BDIH=BHCD@579 IH=H<5G699B:CIB8H<5H957<<IA5B :57HCF <5G J5F=CIG IB89F@M=B; 5GD97HG H<5H 75B 69 8F=J9FG CF 65FF=9FG -<9G9 89H9FA=B9 <CK GIDDCFH=B; CF <=B89F=B; 5 <IA5B :57HCF 75B 69 :CF DFC8I7H 89J9@CD9FG HC =AD@9A9BH GIGH5=B56=@=HM 5GD97HG -<9 85H5 =B8=75H9G H<5H H<9 D9F79DH=CB <9F9C: 89D9B8G 5 @CH CB H<9 CF;5B=N5H=CB5@7CBH9LH !CK9J9F BC7@95F7CB7@IG=CBG75B698F5KB5G=BH9FB5@7CBH9AD@5H=CBG :CF9L5AD@956CIHH<9CKB56=@=HMCFK=@@=B;B9GGHC6F95?K=H<<56=HG A=;<H69ACF98=::=7I@H HCH5@?56CIH5B85GG9GG #" !+7)+59/434,.:2'3,')9478')7488*/,,+7+39*+5'792+398 -<9 7CAD5F=GCB C: H<9 H<F99 89D5FHA9BHG +9G95F7< 5B8 9J9@CDA9BH 9G=;B 5B8 )FC8I7H &5B5;9A9BH<5G@98HCH<97CB7@IG=CBH<5HH<9F95F9@=HH@9HCBC8=::9F9B79G=BK<=7<<IA5B :57HCFC:H<9-957<89D5FHA9BHD9F79=J9G5G=B:@I9B7=B; @@75A9ID=B9J9FM89D5FHA9BH HCG=A=@5F9LH9BHG -<98=::9F9B79G@=9CB5ACF9BI5B798@9J9@ -<9F95GCBGK<M5<IA5B:57HCF =GD9F79=J98HC698F=J=B;CF<=B89F=B;H<9=AD@9A9BH5H=CB56=@=HM89D9B85@CHCBH<95GG=;B98 FC@95B8H5G? !CK9J9F H<9:=B8=B;GC:H<=GGHI8M5F965G98CB5J9FMGA5@@G5AD@9G=N95B8 B998HC697CBG=89F98K=H<75F95B8F9EI=F9ACF9F9G95F7< Limitations of the study "HG<CI@8697@95F@MDC=BH98CIHH<5H=B;9B9F5@BC<5F87@5=AG75B69A58956CIHH<9=ADCFH5B79 CF @9J9@ C: 957< :57HCFZG =B:@I9B79 5G H<9 G5AD@9 G=N9 K5G J9FM GA5@@ 5B8 H<9F9:CF9 @=A=HG HF5BG:9F56=@=HM5B87F98=6=@=HM @GC 8I9HCH<9@=A=H985779GG=HK5GBCHDCGG=6@9HC;9H5B9J9B 5ACIBHC:D9CD@9=B957<C:H<9:IB7H=CB;FCIDGGHI8=98 K<=7<A589H<9JC=79C:G=B;@9D9CD@9 =B GA5@@9F :IB7H=CB ;FCIDG GHFCB;9F 5B8 K95?9B98 H<9 7CAD5F56=@=HM 69HK99B H<9 :IB7H=CB ;FCIDG -<9F9:CF9 =H=GBCHDCGG=6@9HCA5?95BM<5F87@5=AG56CIHH<98=::9F9B79G69HK99B H<9A -<96=;;9GHGHF9B;H<C:H<=GF9G95F7<89G=;B=G5@GC=HGD=H:5@@ -<95=AK5GHC7CBHF=6IH9HCH<9 F9G95F7< :=9@8 K=H< 5 7C<9F9BH G9H C: <IA5B :57HCFG 5B8 H<9F9:CF9 5 DF9 9GH56@=G<98 @=GH C: J5@=85H987CBGHFI7HGK5GIG98-G -<=G;I5F5BH9987CB;FI9B79=BH<9G9HC:<IA5B:57HCFG @H<CI;< H<9=BH9FJ=9K;I=89<5G=BH9BH=CB5@@M699B89G=;B98IG=B;CB@MH<9(& 7CADCB9BHG K=H<CIHH<9-GHC5@@CK:CFCD9B85H59A9F;9B79 =H7CI@8<5J9@98HCDCH9BH=5@6=5G8IF=B;H<9 85H57C@@97H=CB5B85B5@MG=G6MGH99F=B;5B8:=HH=B;H<985H5=BHCH<9DF9 9GH56@=G<9875H9;CF=9G !CK9J9F H<958J5BH5;9C:F9GI@H=B;K=H<57CB79DHI5@@M7CB;FI9BH7@IGH9FC:<IA5B:57HCFGHC =B7F95G9 7CAD5F56=@=HM K=H< CH<9F GHI8=9G 5B8 <=;<9F 7CB:=FA56=@=HM CIHK9=;<98 H<9 @CGG C: G9BG=H=J=HMHCH<99LD@CF5HCFM5GD97H . J==.

(26) +9GDCB89BHJ5@=85H=CB=BCF89FHC=B7F95G9H<985H57F98=6=@=HM<5G8I9HCH=A9 7CBGHF5=BHGBCH 699B DCGG=6@9 !CK9J9F H<9 7FCGG 75G9 7CAD5F=GCB 89G7F=DH=CB 5B8 89H5=@98 F9GI@H G97H=CB =BH9B8GHCDFCJ=895H<=7?89G7F=DH=CB <9B795=A=B; HC5@@CK:CFHF5BG:9F56=@=HM>I8;9A9BHG @GC HF=5B;I@5H=CB C: 8=::9F9BH 85H5 GCIF79G K5G BCH DCGG=6@9 H H<9 G5A9 H=A9 =H K5G BCH IF;9BH@MB979GG5FM:CFH<95=AC:H<=GGHI8M6975IG9CB@MH<9GI6>97H=J9D9F79DH=CBC:D9CD@9 K5G=ADCFH5BH 5B8BCH9J=89B7956CIH5BM57HI5@69<5J=CIF5@C6G9FJ5H=CBG Implications for Strategic Sustainable Development M9LD@CF=B;<IA5B:57HCFG=BH<97CBH9LHC:GIGH5=B56@9DFC8I7H89J9@CDA9BH=B57CB;FI9BH A5BB9F H<=G H<9G=G <5G A589 5 7CBHF=6IH=CB HC GHF9B;H<9B H<9 IB89F F9G95F7<98 :=9@8 C: H<9 <IA5B G=89 C: DFC8I7H 89J9@CDA9BH !IA5B :57HCFG G99A HC D@5M 5B =ADCFH5BH 5B8 IB89F. 9GH=A5H98 FC@9 M ;=J=B; :=FGH =BG=;<HG CB K<=7< <IA5B :57HCFG G99A HC =B:@I9B79 DFC8I7H 89J9@CD9FG 5B8 <5J=B; H<9A H<9CF9H=75@@M ;FCIB898 =B 5 AC89@ K<=7< 5@@CKG :CF DF57H=75@ =BH9FJ9BH=CB D@5BB=B; 5 GC@=8 65G9 :CF :IHIF9 F9G95F7< =G @5=8 K<9F9 G7=9BH=GH 75B 7CBH=BI9 9LD@CF=B;K<=7<GIDDCFHGMGH9AGKCI@8GHF5H9;=75@@M588F9GGH<9IB89F@M=B;65FF=9FG5B88F=J9FG C:957<<IA5B:57HCF9L5A=B98=BH<=GGHI8M CFDF57H=H=CB9FG =89BH=:M=B;H<9F9@9J5BH<IA5B:57HCFG7CBHF=6IH9GHCH<9=FIB89FGH5B8=B;C: K<5HHC:C7IGCB5B87CBG=89FK<9B897=8=B;IDCBH<9:95G=6=@=HMC:=AD@9A9BH=B;GIGH5=B56=@=HM :FCA 5 <IA5B 79BHF98 D9FGD97H=J9 -<=G GHI8M :CF 9L5AD@9 <5G 89ACBGHF5H98 H<5H 7@5F=HM 5FCIB8H<97CB79DHC:GIGH5=B56=@=HM=GB99898HC@CK9FH<9IB79FH5=BHM5B8IB7@5F=HMF9;5F8=B; 9@=9:G56CIHCBG9EI9B79G5B85D56=@=H=9G5GH<=G=G=B<=6=H=B;9AD@CM99GGHFCB;@MHC6956@9 HC=AD@9A9BH=H=BH<9=FH5G?G -<9F9:CF9 57@95F89:=B=H=CBC:GIGH5=B56=@=HMG<CI@869DFCJ=898 K<=7<5@@9AD@CM99G75BF9:9FHC=BCF89FHC@CK9FH<9@57?C:G<5F98IB89FGH5B8=B;=89BH=:=98 @GC 7F95H=B; 5 J=G=CB 5B8 897@5F=B; 7CB7F9H9 ;C5@G K=@@ 9B56@9 9AD@CM99G HC =AD@9A9BH GIGH5=B56=@=HM 5G H<9 BJ=FCBA9BH5@ CBH9LH G99AG HC =B:@I9B79 <IA5B 69<5J=CIF ACGH (F;5B=N5H=CB5@ DF=CF=H=9G 5B8 GHFI7HIF9G G99A HC 69 =BH9F:9F=B; GHFCB;@M K=H< H<9 =B8=J=8I5@ZG D9FGCB5@ 56=@=HM HC 6F95? <56=HG 9<5J=CIF5@ +9;I@5H=CB 5B8 H5?9 897=G=CBG &9ACFM HH9BH=CB5B897=G=CB)FC79GG9G:CFGIGH5=B56=@=HM G,C7=5@

(27) )FC:9GG=CB5@+C@95B8"89BH=HM <5G699B:CIB8HC695GHFCB;=B:@I9B7=B;<IA5B:57HCF5GK9@@ =HA=;<H5@GC6958J=G56@9HC =B7CFDCF5H9GIGH5=B56=@=HM5A6=H=CBG=B9J9FMFC@9 H5G?5B8DFC>97H89G7F=DH=CB 88=H=CB5@@M H<9 7CAAIB=75H=CB 5B8 897=G=CB GMGH9A G<CI@8 9B56@9 D9CD@9 HC G9@: CF;5B=N9 5B87F95H9G<5F98A95B=B;H<FCI;<7C@@56CF5H=CB -<9:=B8=B;GGI;;9GHH<5H:@5H<=9F5F7<=9G5B8 GD579G:CFGC7=5@@95FB=B;;=J9(DDCFHIB=HM5B88F=J9&CH=J5H=CB5B85D56=@=HMH<5H9B56@9G D9CD@9 HC H5?9 F9GDCBG=6=@=HM 5B8 @9589FG<=D =B H<9 =AD@9A9BH5H=CB C: GIGH5=B56=@=HM 5GD97HG =J=B;(DDCFHIB=HMHC6I=@87CAD9H9B79 H5?9=B:@I9B79=BH<9GMGH9ACB9=GD5FHC:5B8BCH 69=B;D5FH=5@HCDFC:9GG=CB5@FC@9G75B:CGH9FH<9585DH=J975D57=HMC:H<9K<C@9CF;5B=N5H=CB %5GH@M IG=B;H<9(& AC89@5B8-D9F=C8=75@@M=B:CFAC:57CAD5BM K=89EI9GH=CBB5=F9 5G?=B; 56CIH H<9 65FF=9FG 5B8 8F=J9FG =89BH=:=98 =B H<=G GHI8M 7CI@8 <9@D 5GG9GG H<9 =BH9FB5@ GHF9B;H<G5B8K95?B9GG9GC:H<9CF;5B=N5H=CBK=H<F9;5F8HCH<9=F<IA5B75D=H5@ CF7CBGI@H5BHG CF7C57<9G =H7CI@8695IG9:I@HCC@K<9B5GG9GG=B;57CAD5BMZG7IFF9BHF95@=HM 6975IG9=H;=J9G =BG=;<HGCBK<5HA=;<H69H<9ACGH<=B89F=B;<IA5B:57HCFGH<5H=B<=6=HH<9=B8=J=8I5@HCGIDDCFH CF8F=J9H<97CAD5BMZGGIGH5=B56=@=HM>CIFB9M $BCK=B;K<9F9H<99AD@CM99G5F97IFF9BH@M5H 5B8 K<5H H<9M 5F9 A=GG=B; CF K<5H 8F=J9G H<9A 5@F958M 7CI@8 69 9GD97=5@@M IG9:I@ K<9B 5GG9GG=B;K<=7<57H=CBGH<97CAD5BMG<CI@8DF=CF=H=N9K<9BHFM=B;HCD@5BGHF5H9;=75@@MH<9=F 7CBHF=6IH=CBHCGIGH5=B56@989J9@CDA9BH . J===.

(28) . List of Abbreviations " ! ! . 9<5J=CIF<5B;90<99@ !IA5B:57HCF -<9CF9H=75@CA5=BGF5A9KCF? -<9CF9H=75@CA5=B. =L.

(29) . Table of Contents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

(30) $9M=B8=B;G !IA5B57HCFG=B:@I9B7=B;,IGH5=B56@9)FC8I7H9J9@CDA9BH )9F79DH=CBC:!IA5B57HCFG57FCGG8=::9F9BH9D5FHA9BHG CBHF=6IH=CBHC,HF5H9;=7,IGH5=B56@99J9@CDA9BH . L.

(31) "AD@=75H=CBG:CF)C@=H=7=5BG "AD@=75H=CBG:CF,7=9BH=GHG "AD@=75H=CBG:CF)F57H=H=CB9FG=BH<9IG=B9GGCBH9LH '('3'/%'4 11'/&+%'4 DD9B8=L-<9)FC8I7H9J9@CDA9BH)FC79GG58CDH98:FCA .@F=7<5B8DD=B;9F DD9B8=L-<9C8=B;,MGH9A5B89:=B=H=CBGC:H<9-G DD9B8=L"BH9FJ=9K*I9GH=CBG5B8LD@5B5H=CBC:I=@8=B;@C7?G DD9B8=L-56@9G:CF-<9A5H=7B5@MG=G . L=.

(32) . List of Figures and Tables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

(33) . 1. Introduction Purpose and Relevance (IFKCF@8=G89J9@CD=B;CB5BIBGIGH5=B56@9D5H<@958=B;HC=FF9J9FG=6@97<5B;9GC:H<97IFF9BH 5FH<GMGH9AK=H<IBDF98=7H56@9:998657?@CCDG@=?9@MF9GI@H=B;=B5B9KGH5H9C:9EI=@=6F=IA K=H< 897F95G98 DCGG=6=@=H=9G FCA5B 5B8 +C6QFH -<9 56=@=HM C: H<9 GC7=C 97C@C;=75@ GMGH9AHCGIDDCFHH<9:I@:=@A9BHC:<IA5BB998GC:H<9KCF@8ZGDCDI@5H=CB=GGMGH9A5H=75@@M 897F95G=B; FCA5B 5B8 +C6QFH -<=G GMGH9A5H=7 897@=B9 75B 69 5HHF=6IH98 HC H<9 GHFI7HIF5@89G=;B:@5KG<IA5BG<5J9DFC8I798FCA5B5B8+C6QFH "BCF89FHC6F=B; GC7=9HMCB5GIGH5=B56@9D5H< H<9G989G=;B:@5KGB998HC69588F9GG98GHF5H9;=75@@M !CK9J9F H<=G=GBCH5B95GMH5G?5GH<9G989G=;B:@5KG5F99A698898=B57CAD@9LB9HKCF?C: =BH9F7CBB97H98GMGH9AG K<9F9H<9GC7=5@GMGH9A=GB9GH98=BH<99BJ=FCBA9BH5@GMGH9A5B8H<9 97CBCA=7GMGH9A=G5D5FHC:H<9GC7=5@GMGH9A0=@@=5AG9H5@ -<9KCF@8ZGHF5BG=H=CB HCK5F8GGIGH5=B56=@=HMF9EI=F9GF58=75@=BBCJ5H=CBGCB5@@?=B8GC:8=::9F9BHG75@9G0=@@=5AG9H 5@ I9HCH<9=BH9F7CBB97H98B9GGC:H<9GMGH9AG 5GHF5H9;=75DDFC57<IG=B;5GMGH9AZG D9FGD97H=J9HC;I=89H<9G9=BBCJ5H=CBG=G<=;<@MB979GG5FMFCA5B5B8+C6QFH 0=@@=5AG 9H5@ !9B79 HC57<=9J95GIGH5=B56@9:IHIF9GH5H9 H<97IFF9BHGC7=9HMB998GHF5BG:CFA5H=CBCBA5BM @9J9@G=BGH=HIH=CB5@ 7I@HIF5@ H97<BC@C;=75@ CF;5B=N5H=CB5@9H7 5N=I@IGCM5B8F9N9H ,MGH9A5H=7 5B8 7C@@56CF5H=J9 7<5B;9G G<CI@8 ;I=89 H<9 HF5BG=H=CB HCK5F8G GIGH5=B56=@=HM !CK9J9F 8=G7IGG=CBG5B85A6=H=CBG5FCIB8GIGH5=B56=@=HM5F9<5AD9F986MH<97CAD@9L=HMC: H<9HCD=75GA5BM8=::9F9BH89:=B=H=CBG5B8J=G=CBGC:5GIGH5=B56@9GC7=9HM 65G98CBA5=B@M 9H<=75@J5@I9G 5F9IG98 FCA5G7=9BH=:=7D9FGD97H=J9 H<9F9:CF9=H=GACGH9LD98=9BHHC=89BH=:M H<99GG9BH=5@5GD97HGC:H<9GC7=5@5B897C@C;=75@GMGH9AH<5HAIGH69GIGH5=B98:CFH<9<IA5B GC7=9HM5B897CGMGH9AHC7CBH=BI9HC:IB7H=CB5B89JC@J95B8G97CB8@MHC=89BH=:MH<9CJ9FF=8=B; A97<5B=GAG H<5H GMGH9A5H=75@@M IB89FA=B9 H<9G9 FCA5B 5B8 +C6QFH FCA5B 5B8 +C6QFH =89BH=:=989=;<HFCCH75IG9GC:89GHFI7H=CB5B89GH56@=G<98H<9A5GDF=B7=D@9GH<5H C::9F9L7@IG=CB7F=H9F=5:CFF989G=;B -<97CBG=89F5H=CBC:GI7<65G=7GIGH5=B56=@=HMDF=B7=D@9G 9BGIF9G H<5H H<9 GC7=5@ 5B8 97C@C;=75@ 75D57=H=9G 5F9 BCH GMGH9A5H=75@@M CF GHFI7HIF5@@M IB89FA=B985B8KCI@85JC=87CBHF=6IH=CBHCH<9:IFH<9FB5FFCK=B;C:H<9GMGH9AZG75D57=H=9G FCA5B5B8+C6QFH (F;5B=N5H=CBG D@5M 5B =ADCFH5BH FC@9 =B H<9 89J9@CDA9BH C: B9K H97<BC@C;=9G 5B8 CH<9F =BBCJ5H=CBG H<5H 5F9 D5FH C: H<9 HF5BG=H=CB HCK5F8G GIGH5=B56=@=HM 5N=I@IGCM CM@9 5B8 &7CK5@@ 0<9B =H 7CA9G HC H<9 =BBCJ5H=CB C: DFC8I7HG CF;5B=N5H=CBG B998 HC H5?9 F9GDCBG=6=@=HM 5B8 7CBG=89F GIGH5=B56=@=HM 5G 5B 9GG9BH=5@ D5FH C: H<9 DFC8I7H 89J9@CDA9BH DFC79GG 6975IG9 H<9 K5M DFC8I7HG 5F9 DFC8I798 HC85M =G :I9@@=B; IBDFC8I7H=J9 5B8 IBGIGH5=B56@9 D5HH9FBG C: CJ9F7CBGIADH=CB 5B8 DIHH=B; 6CH< H<9 9BJ=FCBA9BH5@ 5B8 GC7=9H5@ @9J9@=B8=GHF9GG,<9H< ,9H<=5 5B8,F=BJ=5G IH WDFC8I7HG G9FJ=79G H97<BC@C;=9G5B8 CF;5B=N5H=CBG75BBCH69F9;5F8985GGIGH5=B56@9=BH<9=FCKBF=;<H6IHH<9MA5M699@9A9BHGC: GIGH5=B56@9GC7=C H97<B=75@GMGH9AGX 5N=I@IGCM CM@95B8&7CK5@@ )FC8I7HG75BBCH69GIGH5=B56@9D9FG95GH<9D<MG=75@7<5F57H9F=GH=7F9EI=F9G=FF9J9FG=6@97<5B;9G =BA5HH9F5B89B9F;M IHDFC8I7HGMGH9AG75B7CBHF=6IH9HCH<9HF5BG=H=CBHCK5F8G589G=F98 :IHIF9 H<5H =G CD9F5H=B; K=H<=B GC7=C 97C@C;=75@ 6CIB85F=9G 6M 897F95G=B; H<9 A=G5@=;BA9BHG K=H< 65G=7 GIGH5=B56=@=HM DF=B7=D@9G GI779GG:I@ =AD@9A9BH5H=CB C: GIGH5=B56=@=HM =B H<=G. .

(34) 7CBH9LH KCI@8 A95B H<5H H<9 7CAD5BM =G ACJ=B; HCK5F8G 5B 5@=;BA9BH K=H< H<9G9 65G=7 GIGH5=B56=@=HMDF=B7=D@9G=BH<9=FDFC8I7H89J9@CDA9BHDFC79GG "BH<=GH<9G=G K<9BIG=B;H<9 D<F5G=B; =AD@9A9BH5H=CB C: GIGH5=B56=@=HM =B DFC8I7H 89J9@CDA9BH :CF 95G=9F @5B;I5;9 H<9F9K=H<5@K5MGH<9F98I7H=CBC:A=G5@=;BA9BHGH<FCI;<CIHH<989J9@CDA9BHDFC79GG=GA95BH 9GD=H9H<97IFF9BH5J5=@56=@=HMC:D@9BHMC:A9H<C8G HCC@G5B8;I=89@=B9GCB<CKHC=AD@9A9BH GIGH5=B56=@=HM5GD97HG=BDFC8I7H89J9@CDA9BH H<9DF57H=75@=AD@9A9BH5H=CBC:H<9A=GDCG=B; ;F95H7<5@@9B;9GHCA5BM6IG=B9GG9G5IA5BB CCBG 5B8F5;8 =9<@ FI@ 5B8+M5B G DC=BH98 CIH =B H<9 ,+

(35) @C69,75B ,H5H9 C: ,IGH5=B56@9 IG=B9GG ,IFJ9M 6IG=B9GG9G5F9GH=@@<5J=B;5<5F8H=A9=BH9;F5H=B;GIGH5=B56=@=HM5GD97HG=BH<9=F6IG=B9GG (B@M D9F79BHC:7CAD5B=9G=B8=75H9H<5HH<9M:99@H<9M<5J9=BH9;F5H98GIGH5=B56=@=HM9LHF9A9@M K9@@=BH<9=F7CF96IG=B9GG -<=G=GCB@M5=B7F95G97CAD5F98HC ,+ -<9G9 7=F7IAGH5B79GGHF9GGH<9=ADCFH5B79C:;5=B=B;57@95F9FIB89FGH5B8=B;C:K<5HH<9=B:@I9B7=B; :57HCFG=BH<9=AD@9A9BH5H=CBDFC79GGC:GIGH5=B56=@=HM5GD97HG=BDFC8I7H89J9@CDA9BH5F9=B CF89FHCGI779GG:I@@MGIDDCFHH<9HF5BG=H=CBHCK5F8G5GIGH5=B56@9GC7=9HM "B H<9 =AD@9A9BH5H=CB DFC79GG HCC@G GHF5H9;=9G D9F:CFA5B79 A95GIF9G 5B8 H97<BC@C;M 5F9 =ADCFH5BH 6IH=H=G5@GC=ADCFH5BHHC@CC?5HH<9D9CD@9H<5H5F9F9GDCBG=6@9:CF9L97IH=B;H<9 =AD@9A9BH5H=CB(5?@5B85B8-5BB9F &C8=:=75H=CBG=B9L=GH=B;DFC8I7HGF9EI=F95@H9F=B; FCIH=B9GC:9AD@CM99GH<5H<5J98=::9F9BHG?=@@G9HG5B85F99GH56@=G<98=B8=::9F9BH:IB7H=CBG 89G=;B A5F?9H=B; 9H7 K=H<=B H<9 CF;5B=N5H=CB BB=EI9 .B 5B8 I9FJC 5NIFF5 8=::9F9BH "AD@9A9BH=B; GIGH5=B56=@=HM 5GD97HG =B H<9 DFC8I7H 89J9@CDA9BH DFC79GG F9EI=F9G D9CD@9HC7<5B;9H<9=F<56=HG 69<5J=CIF 5B8=BH9F57H=CBG/9F<I@GH5B8%5A6F97<HG -<=G A5?9G =H @=?9@M HC :=B8 F9G=GH5B79 =B 9AD@CM99G BB=EI9 .B 5B8 I9FJC 5NIFF5 -<9F9:CF9 GI779GG:I@DFC8I7H=ADFCJ9A9BH=GGHFCB;@M7CBB97H98HCF9GC@J=B;H<=GF9G=GH5B79=B 69<5J=CIF7<5B;9F9EI=F98:FCAD9FGCBB9@BB=EI9.B5B8I9FJC 5NIFF5 -<IG =: =AD@9A9BH5H=CB C: GIGH5=B56=@=HM 5GD97HG A95BG 5 7<5B;9 =B 69<5J=CIF =H =G =ADCFH5BH HC IB89FGH5B8K<5H=B:@I9B79GH<=G69<5J=CIF 29H 5GFCB9G 5FJ5@<C 5B835B7I@ DC=BH CIH H<9 69<5J=CIF5@ 8=A9BG=CB <5G 699B GHI8=98 J9FM @=A=H98@M K<9B =H 7CA9G HC H<9 =B7CFDCF5H=CBC:GIGH5=B56=@=HM=BDFC8I7H89J9@CDA9BH "B56IG=B9GG7CBH9LH 897=G=CBGCBK<5H57H=CBGHCDF=CF=H=N95B8K<=7<HCC@GHC5DD@M5F9A5=B@M 65G98 CB 7CBG=89F5H=CBG C: :=B5B7=5@ 5B8 H97<B=75@ 5GD97HG @GC =B H<9 :=9@8 C: 5DD@M=B; GIGH5=B56=@=HM =B H<9 6IG=B9GG 7CBH9LH A5=B@M :=B5B7=5@ 5B8 H97<B=75@ :95G=6=@=HM =B :CFA C: F9HIFBC:=BJ9GHA9BHCF:@9L=6@9D@5H:CFAG 5F97CBG=89F98 5D5FH:FCA7F=H9F=5H<5H5GG9GGH<9 7CAD5BMZG F9@5H=J9 7CBHF=6IH=CB HC H<9 ;@C65@ DFC6@9A =HG IF;9B7M 5B8 F=G? 5GG9GGA9BHG +C6QFH9H5@ "BH<=G7CBG=89F5H=CB H<9<IA5B7CADCB9BH=GA=GG=B; )9CD@95F9H<9A5=B 57HCFG=B5BCF;5B=N5H=CB6MA5?=B;897=G=CBG5B89L97IH=B;H<957H=CBG -<9G969<5J=CIFG5F9 BCHCB@M=B:@I9B7986MH97<B=75@5B8:=B5B7=5@:57HCFG5B8CH<9F9LH9FB5@9BJ=FCBA9BH5@5GD97HG 6IH 5@GC 6M GC7=5@ 5B8 DGM7<C@C;=75@ CB9G )9CD@9 5F9 =B:@I9B7=B; 957< CH<9F H<FCI;< GC7=5@ =BH9F57H=CBG B8H<9=F69<5J=CIF=G5@GC=B:@I9B798=B=BH5B;=6@9K5MGC:<CKH<9=F6F5=B=G DFC79GG=B;5B8F957H=B;HC5@@H<9G99LH9FB5@GH=AI@= -<98=GF9;5F8C:H<=GJ=H5@7CADCB9BHC: H<9 CJ9F5@@ GMGH9A H<9 <IA5B =B H<9 :I@@ DFC79GG C: F9GHFI7HIF=B; CF;5B=N5H=CBG 5B8 57H=CB D@5BB=B; A=;<H 69 5 A=GG=B; D=979 =B H<9G9 DFC79GG9G C: 8F=J=B; GIGH5=B56@9 89J9@CDA9BH GHF5H9;=75@@M -<9F9:CF9 H<9 <IA5B 5GD97H B998G HC 69 7CBG=89F98 5G AI7< 5G H<9 H97<B=75@ :95G=6=@=HM /9F<I@GH5B8C?G "BCH<9FKCF8G D9CD@95F9D5FHC:H<9GC7=C H97<B=75@GMGH9AH<5H B998G HC 69 7<5B;98 H<9F9:CF9 =H =G ?9M H<5H H<9 D9CD@9 H<5H 5F9 D5FH C: H<9 GMGH9A 7<5B;9 HC;9H<9FK=H<=H /9F<I@GH5B8C?G:CIB8H<5HWH<9GHF9B;H<5B8=B:@I9B79C:9AD@CM99G=BH<=G. .

(36) DFC79GG=GC:H9BB9;@97H98K=H<=BH<9:=9@8C:GIGH5=B56@989G=;BX/9F<I@GH5B8C?G 5B8CB@MJ9FM:9KGHI8=9G<5J9@CC?985HH<9<IA5BD9FGD97H=J9=BH<9=AD@9A9BH5H=CBDFC79GG C: GIGH5=B56@9 DFC8I7H 89J9@CDA9BH /9F<I@GH 5B8 C?G .B89FGH5B8=B; H<9 <IA5B :57HCFG H<5H =B:@I9B79 D9CD@9 A=;<H 69 5 @9J9F5;9 DC=BH HC 75D=H5@=N9 CB K<9B 5GG9GG=B; H<9 7IFF9BHG=HI5H=CB5B8D@5BB=B;:CFGHF5H9;=757H=CBG:CFGIGH5=B56=@=HMHF5BG=H=CBG -<=G H<9G=G 9LD@CF9G H<9 :57HCFG H<5H =B:@I9B79 H<9 7<5B;9 C: 69<5J=CIF 6M CF;5B=N5H=CB5@ A9A69FG B99898 :CF 5 GI779GG:I@ =AD@9A9BH5H=CB C: GIGH5=B56=@=HM 5GD97HG =B H<9 DFC8I7H 89J9@CDA9BHDFC79GG <9B79F98I7=B;A=G5@=;BA9BHK=H<GIGH5=B56=@=HMDF=B7=D@9G "BH<=GH<9G=G H<=G7<5B;9=B69<5J=CIFK=@@5@GC69F9:9FF98HC5GH<9=AD@9A9BH5H=CB56=@=HM -<9F95F9A5BM :57HCFG=B:@I9B7=B;<IA5B69<5J=CIF (H<9FF9G95F7<9FG5@GCF9:9FHCH<9G9:57HCFG5GH<9GC:H G=89 CF H<9 <IA5B G=89 -<=G H<9G=G K=@@ F9:9F HC H<9A 5G <IA5B :57HCFG G DC=BH98 CIH 6M G7<C@5FG <IA5B:57HCFG5F95GGIA98H<9<5F89GHHC7<5B;95B8<5J9699BIB89F F9G95F7<98H<IG :5F/9F<I@GH5B8%5A6F97<HG FCB9G 5FJ5@<C 5B835B7I@ %CC?=B;=BHC<IA5B :57HCFG H<5H =B:@I9B79 H<9 69<5J=CIF 7<5B;9 B99898 :CF H<9 GI779GG:I@ =AD@9A9BH5H=CB C: GIGH5=B56=@=HM =B H<9 DFC8I7H 89J9@CDA9BH DFC79GG C: 5B CF;5B=N5H=CB K=@@ <9@D HC ;5=B 5B IB89FGH5B8=B;C:K<MH<9DFCDCG98A9H<C8G5B8HCC@G:CFGIGH5=B56@9DFC8I7H89J9@CDA9BH5F9 BCHM9HK=89@M58CDH98=BA5=BGHF95ADF57H=7989GD=H9H<9=FH97<B=75@5B8:=B5B7=5@:95G=6=@=HM :=FGHGHI8MH<5H<5G@CC?987@CG9F=BHCH<9=B:@I9B79C:<IA5B:57HCFGCBH<9=AD@9A9BH5H=CB DFC79GGC:GIGH5=B56=@=HM5GD97HG=BH<9DFC8I7H<5G699B7CB8I7H986M/9F<I@GH5B8C?G=B (B9C:H<9=FA5=B:=B8=B;GK5GH<5HW:57HCFGC:F9G=GH5B795DD95FHCJ5FM=BB5HIF95B8 7CBH9BH H<FCI;<CIH H<9 =AD@9A9BH5H=CB DFC79GG 5B8 K=H<=B 8=::9F9BH 89D5FHA9BHG X /9F<I@GH 5B8C?G <5B;9G=BKCF?=B;DFC798IF9GF9EI=F98=BH<9=AD@9A9BH5H=CBDFC79GG H5?9ACGH@MD@579CB589D5FHA9BH5@@9J9@/9F<I@GH5B8C?G "BCF89FHC69GHA5B5;9 H<9=AD@9A9BH5H=CBDFC79GGC:GIGH5=B56=@=HM5GD97HG=HKCI@869GHF5H9;=7HCDFCJ=89H5=@CF98 GIDDCFHHCH<98=::9F9BHB998GC:H<9G989D5FHA9BHG -CH<9F9G95F7<9FZG?BCK@98;9BC:IFH<9F GHI8=9G:C7IG=B;CBH<99LD9F=9B79C:8=::9F9BH89D5FHA9BHG8IF=B;H<9=AD@9A9BH5H=CBDFC79GG C:GIGH5=B56=@=HM<5J9699B7CB8I7H98 -<9F9:CF9 H<=GH<9G=G=G5@GC=BH9F9GH98=B9LD@CF=B;H<9 8=::9F9B79G=B9LD9F=9B79G5B8B998GC:89D5FHA9BHG=BJC@J98=BH<9=AD@9A9BH5H=CBDFC79GG 7@CG9F -<9 =BG=;<HG C: H<=G H<9G=G K=@@ <9@D IB89FGH5B8 K<=7< <IA5B :57HCFG =B:@I9B79 H<9 =AD@9A9BH5H=CBC:GIGH5=B56=@=HM5GD97HG=BH<9DFC8I7H89J9@CDA9BHDFC79GG 5B8K<9H<9FH<9F9 5F98=::9F9B79G69HK99B89D5FHA9BHGK<9B=H7CA9GHCH<=G -<=GK=@@GIDDCFHF9G95F7<9FG5B8 DF57H=H=CB9FGHCH5?95:I@@9FGMGH9AZGD9FGD97H=J95B8IB89FGH5B8K<9F9H<9?9M@9J9F5;9DC=BHG 5F95B8<9@D;=J9GHF5H9;=758J=79:CFACF9GI779GG:I@=AD@9A9BH5H=CBDFC798IF9G . Research Aim. -<=GH<9G=G5=AGHC • =89BH=:M F9@9J5BH <IA5B :57HCFG H<5H =B:@I9B79 H<9 69<5J=CIF 7<5B;9 B99898 :CF GI779GG:I@ =AD@9A9BH5H=CB C: GIGH5=B56=@=HM 5GD97HG =B H<9 DFC8I7H 89J9@CDA9BH DFC79GG • 9LD@CF9 K<9H<9F H<9F9 5F9 8=::9F9B79G =B H<9 <IA5B :57HCFG =89BH=:=98 69HK99B 89D5FHA9BHG=BJC@J98=BH<9DFC8I7H89J9@CDA9BHDFC79GG -<9 :=9@8 C: <IA5B :57HCFG =B H<9 =AD@9A9BH5H=CB C: GIGH5=B56=@=HM 5GD97HG =B DFC8I7H 89J9@CDA9BH=GMCIB;5B8BCHK9@@ 9GH56@=G<98 -<9F95F9A5BM8=::9F9BH:57HCFG69=B;IG98 :FCA8=::9F9BH9BHFMDC=BHG &5BMC:H<9A7CA9:FCA;9B9F5@7<5B;9A5B5;9A9BH@=H9F5HIF9. .

(37) 5B87CFDCF5H9GIGH5=B56=@=HM=B=H=5H=J9G=B;9B9F5@ M=89BH=:M=B;H<9F9@9J5BH<IA5B:57HCFG=B H<97CBH9LHC:GIGH5=B56@9DFC8I7H89J9@CDA9BHH<=GH<9G=GA5?9G57CBHF=6IH=CBHCGHF9B;H<9B H<9 G7=9BH=:=7 :=9@8 C: H<9 <IA5B G=89 C: DFC8I7H 89J9@CDA9BH 88=H=CB5@@M 5G A9BH=CB98 /9F<I@GH5B8C?G <5J9=B8=75H98=BH<9=FGHI8MH<5HH<9F9A=;<H698=::9F9B79G69HK99B CF;5B=N5H=CB5@89D5FHA9BHGK<9B=H7CA9GHCH<9<IA5B:57HCFG -CH<9F9G95F7<9FGZ?BCK@98;9 H<=G <5G BCH 699B :IFH<9F =BJ9GH=;5H98 =B H<9 7CBH9LH C: GIGH5=B56@9 DFC8I7H 89J9@CDA9BH -<9F9:CF9 H<=GK=@@699LD@CF98899D9F CFDF57H=H=CB9FG =89BH=:M=B;H<9F9@9J5BH<IA5B:57HCFGK=@@7CBHF=6IH9HCH<9=FIB89FGH5B8=B; C:H<9@9J9F5;9DC=BHGDF9G9BH=BH<9=FCF;5B=N5H=CBK<9B=H7CA9GHCH<9D9CD@9=BJC@J98=BH<9 =AD@9A9BH5H=CBDFC79GG "HK=@@<9@DHC:CGH9F5BIB89FGH5B8=B;C:K<5H<IA5B:57HCFGHC:C7IG CB5B8K<5HHC7CBG=89FK<9B897=8=B;IDCBH<9:95G=6=@=HMC:=AD@9A9BH=B;GIGH5=B56=@=HM:FCA 5<IA5B 79BHF98D9FGD97H=J9 M?BCK=B;K<5HHC7CBG=89FH<9MK=@@6969HH9F56@9HC5GG9GG=: H<9 F=;<H GIDDCFH =G =B D@579 :CF 9AD@CM99G HC 69 F958M HC =AD@9A9BH GIGH5=B56=@=HM 5GD97HG 9HH=B; 5B IB89FGH5B8=B; C: DCGG=6@9 8=::9F9B79G CF G=A=@5F=H=9G =B D9F79=J98 <IA5B :57HCFG 69HK99B 89D5FHA9BHG K=@@ GIDDCFH DF57H=H=CB9FG HC D@5B H<9 =AD@9A9BH5H=CB DFC79GG ACF9 GHF5H9;=75@@M "HK=@@<9@DHCIB89FGH5B8K<5HB998GHC698CB9HCGIDDCFH9AD@CM99G=B5GD97=:=7 89D5FHA9BH69HH9F 5GK9@@5G<9@DHCIB89FGH5B8K<9F9GD97=:=789D5FHA9BHA=;<HGH=@@69@57?=B; GIDDCFH -5?=B;H<=G=BHC577CIBH H<=GH<9G=G588F9GG9GH<9:C@@CK=B;F9G95F7<EI9GH=CBG 0<=7< <IA5B :57HCFG =B:@I9B79 69<5J=CIF 7<5B;9 B99898 :CF H<9 =AD@9A9BH5H=CB C: GIGH5=B56=@=HM5GD97HG=BDFC8I7H89J9@CDA9BH !CK8C9GH<9D9F79DH=CBC:H<9<IA5B:57HCFG7CAD5F957FCGG89D5FHA9BHG . Scope. -<=GH<9G=G5=AGHC9LD@CF9K<=7<<IA5B:57HCFG=B:@I9B79H<969<5J=CIF7<5B;9B99898:CFH<9 =AD@9A9BH5H=CBC:GIGH5=B56=@=HM5GD97HG=BH<9DFC8I7H89J9@CDA9BHDFC79GG -C9LD@CF9H<=G 5B9L=GH=B;:F5A9KCF?C:<IA5B:57HCFGK=@@69IG98HC7<97?K<=7<C:H<9G9<IA5B:57HCFG 7CA9IDK<9B5DD@M=B;=H=B5GIGH5=B56@9DFC8I7H89J9@CDA9BH7CBH9LH -<9H<9G=GK=@@BCH =BJ9GH=;5H9<CKH<9G9:57HCFG5F9C:=B:@I9B79 "HK=@@5@GCBCH5B5@MG95@@89D5FHA9BHG=BJC@J98 =B H<9 DFC8I7H 89J9@CDA9BH DFC79GG (B@M H<9 )FC8I7H &5B5;9A9BH +9G95F7< 5B8 9J9@CDA9BH+5B89G=;B89D5FHA9BHGK=@@697CAD5F98 "HK=@@5@GCBCH69;=J9B5BM GHF5H9;=758J=795GHC<CKHCH57?@9H<9:=B8=B;G =HA9F9@M5B=B8=75H=CBK=@@69;=J9BC:K<5H A=;<H69=ADCFH5BHHC:C7IGCB . .

(38) . 2. Previous Research in the Field -<9:C@@CK=B;G97H=CBK=@@89G7F=69K<5H5GI779GG:I@=AD@9A9BH5H=CBC:GIGH5=B56=@=HM5GD97HG =B DFC8I7H 89J9@CDA9BH A95BG 5B8 <CK =H F9@5H9G HC H<9 GC7=5@ 5B8 9BJ=FCBA9BH5@ GMGH9A ,97H=CB DFCJ=89G5B9LD@CF5H=CBC:K<5H<5G5@F958M699B8=G7IGG98=BH<9@=H9F5HIF96C8M CBK<=7<H<9<IA5B:57HCFG=B:@I9B7=B;9AD@CM99ZG56=@=HMHC=AD@9A9BHGIGH5=B56=@=HM5GD97HG =BH<9=FH5G?G8IF=B;H<9DFC8I7H89J9@CDA9BHDFC79GGA=;<H69 GH<=G:=9@8=GJ9FMMCIB;H<9F9 =G5B998HC@CC?=BHCH<9CF=9G:FCACH<9F:=9@8GH<5H9LD@5=B=B:@I9B79GCB69<5J=CIF -<9F9:CF9 G97H=CB 9LD@CF9GACF99GH56@=G<98H<9CF=9G5B8:F5A9KCF?G:FCACH<9F:=9@8GH<5H5F9IG98 HC9LD@5=B5B8GH99F69<5J=CIF7<5B;9 . Product Development and Sustainable Products 0<5H=GA95BH6MH<9H9FADFC8I7H89J9@CDA9BH75B69J9FM8=::9F9BH89D9B8=B;H<97CBH9LH 5B8:=9@8 "BH<9:C@@CK=B; =HGIB89FGH5B8=B;:CFH<=GH<9G=GK=@@69DF9G9BH98 5GK9@@5G<CK GIGH5=B56=@=HM:=HG=BHCH<=G7CBH9LH =B5@@M H<9=BJC@J9A9BHC:8=::9F9BH89D5FHA9BHG=BDFC8I7H 89J9@CDA9BHDFC79GG9GK=@@6989G7F=698 2.1.1 Sustainable Products =FGHC:5@@ =HB998GHC697@5F=:=98K<5H=GA95BH6MY5GIGH5=B56@9DFC8I7HZK<9B8=G7IGG=B;H<9 =AD@9A9BH5H=CBC:GIGH5=B56=@=HM5GD97HG=BDFC8I7H89J9@CDA9BH GH<=GH<9G=G=G69=B;D5FHC: H<9:=9@8C:GIGH5=B56=@=HMF9G95F7<5GMGH9AZGD9FGD97H=J9B998GHC69H5?9B "H=G7CBG=89F98H<5H WDFC8I7HG75B69F9;5F8985GGIGH5=B56@9CB@M=:H<9GC7=C H97<B=75@GMGH9AK=H<=BK<=7<H<9M 5F9DFC8I7985B87CBGIA98=G5GIGH5=B56@9CB9X 5N=I@IGCM CM@95B8&7CK5@@ . )FC8I7H=BBCJ5H=CB5@CB975BBCH@958HCGMGH9A=BBCJ5H=CB6IHDF57H=79G A5F?9HG DC@=7M 7I@HIF9 9H7 B998 HC 7<5B;9 5N=I@IGCM 5B8 F9N9H !CK9J9F 7<5B;9G =B 89G=;B 5B8 :IB7H=CB C: DFC8I7HG 75B GIDDCFH =B7F9A9BH5@ =ADFCJ9A9BHG HCK5F8G GC7=5@ HF5BG:CFA5H=CB 5N=I@IGCM5B8F9N9H M=ADFCJ=B;5GD97HGC:DFC8I7HG H<9M75B7CBHF=6IH9HCH<9 GC7=9HMZG HF5BG=H=CB HCK5F8G 5 GIGH5=B56@9 :IHIF9 6IH 75BBCH F957< :I@@ GIGH5=B56=@=HM =B H<9AG9@J9G=B5BIBGIGH5=B56@9GMGH9A 5N=I@IGCM5B8F9N9H -<9F9:CF9 =H=GB979GG5FM HCIB89FGH5B8H<9DFC8I7H89J9@CDA9BHDFC79GG5B8<CKH<9G9GIGH5=B56=@=HM7CBG=89F5H=CBG75B 696I=@H=B 2.1.2 Product Development Process ,IGH5=B56=@=HM75B69=AD@9A9BH98=B:I@@MB9KDFC8I7HGH<FCI;<F58=75@=BBCJ5H=CBG5GK9@@5G J=5=B7F9A9BH5@=BBCJ5H=CBG=B5@F958M9L=GH=B;DFC8I7HG#I;9B89H5@ =::9F9BHDFC79GG AC89@G<5J9699BDFCDCG98HC89G7F=69H<98=::9F9BHGH5;9GC:DFC8I7H89J9@CDA9BH -<9M8=::9F =B89BCA=B5H=CB5GK9@@5GBIA69FC:GH9DG 7C@@97H=CBC:8=::9F9BHDFC79GGDFCDCG5@G75B69 :CIB8=B?FCIG< -<=GH<9G=GK=@@F9:9FHCH<9DFC79GGAC89@DFCDCG986M.@F=7<5B8DD=B;9F K<9BIG=B; H<9H9FADFC8I7H89J9@CDA9BH "H9B7CAD5GG9GG=LGH9DG GH5FH=B;:FCA5)@5BB=B;D<5G9 D5GG=B; H<FCI;<H<9GH9DGC:CB79DH9J9@CDA9BH ,MGH9A @9J9@9G=;B 9H5=@9G=;B -9GH=B;5B8 +9:=B9A9BH5B8:=B=G<=B;=BH<9)FC8I7H=CB+5AD IDG99DD9B8=L:CFACF9=B:CFA5H=CB -<=G89:=B=H=CB<5G699B:CIB8HC69ACGH:=HH=B;5GH<9=BH9F9GH=GHC@CC?5HH<9:I@@DFC8I7H=CB DFC79GG5B89GD97=5@@MH<9=AD@9A9BH5H=CBC:B9K5GD97HG=BHC5@F958M9L=GH=B;DFC8I7HG "H=G5 AC89@:CFB9KDFC8I7H89J9@CDA9BHA5=B@M 6IHDFC8I7H89J9@CDA9BH=GH5?=B;D@579=B@CCDG. .

(39) 5B8 GD=F5@ 89J9@CDA9BHG 5BMK5MG 9GD97=5@@M =B ACF9 5;=@9 @95B 5B8 8MB5A=7 7CAD5B=9G CCD9F 5B8 8;9H !CK9J9F .@F=7< 5B8 DD=B;9F 7CBG=89F =H9F5H=J9 =ADFCJ9A9BHG5J=H5@D5FHC:GI779GG:I@DFC8I7H89J9@CDA9BH5B8H<9F9K=H<=H=GD5FHC:H<9=F DFC8I7H89J9@CDA9BHDFC79GGAC89@ -<=G BCB @=B95F=HM =B H<9 DFC79GG GHF9GG9G H<9 =ADCFH5B79 C: @CC?=B; =BHC GD97=:=7 FC@9G 5B8 :IB7H=CBG=BJC@J98F5H<9FH<5BDIHH=B;=ADCFH5B79CBH<97CB7F9H9GH9DGC:DFC8I7H89J9@CDA9BH =B CF89F HC :=B8 5DDFCDF=5H9 ;FCIB8G HC IB89FGH5B8 H<9 <IA5B G=89 C: DFC8I7H 89J9@CDA9BH .@F=7<5B8DD=B;9F 89ACBGHF5H9H<5H=B957<C:H<9GH9DGG9J9F5@8=::9F9BH89D5FHA9BHG 5F9=BJC@J98 GI7<5GA5F?9H=B; 89G=;B A5BI:57HIF=B;5B8CH<9F:IB7H=CBGHCGIDDCFH 0=H<F9;5F8HCH<9D9CD@9=BJC@J98=BH<9DFC8I7H89J9@CDA9BHDFC79GG8=::9F9BH5DDFC57<9G 75B 69 :CIB8 =B @=H9F5HIF9 5G K9@@ 5G DF57H=79 "B 5BM 75G9 =H =B7@I89G D9CD@9 :FCA 8=::9F9BH 89D5FHA9BHG&CG?CK=HN ,CA97CAD5B=9G5F9<5J=B;7FCGG :IB7H=CB5@H95AG K<C 5F9 =B 7<5F;9 C: H<9 DFC8I7H 89J9@CDA9BH DFC79GG CH<9F 5F9 <5J=B; ACF9 79BHF5@=N98 6IF95I7F5H=7GHFI7HIF9G(@GCB5B805@?9F 9D5FHA9BHGH<9F9:CF9K=@@69G99B5GDFCL=9G :CFH<98=::9F9BH:IB7H=CBG5B8FC@9G57H=J9=BH<9DFC8I7H89J9@CDA9BHDFC79GG 5B8J=79J9FG5 H<9:IB7H=CB5@FC@9GF9DF9G9BH=B;H<989D5FHA9BHG . Human Side of Product Development. C?G K5GCB9C:H<9:=FGHHC7CAA9BHCBH<9GC:HG=89C:7C89G=;B=B<=G75G9GHI8M K=H<AI@H=D@9AI@H=B5H=CB5@G=BH<99@97HFCB=7=B8IGHFM=B#5D5B5B8$CF95 C?GZGGHI8M 5F;I9GH<5HC6GH57@9G5B8GI779GG:57HCFGF9@5H98HCH97<B=75@=H=9G :=B5B79G 97CBCA=7G5B8CH<9F HF58=H=CB5@5GD97HGC:6IG=B9GG9G5F9K9@@89G7F=698=B@=H9F5HIF9 K<=@9:57HCFGF9@5H98HCGC7=C. DGM7<C@C;=75@5GD97HG<5J9BCH699B899D@MF9G95F7<98 2.2.1 Human Factors in Sustainable Product Development "B 7C@@56CF5H=CB K=H< /9F<I@GH C?G K9BH CB HC 7CB8I7H HKC :IFH<9F GHI8=9G 5B5@MG=B; :CIF GD97=:=7<IA5B:57HCFG5B8H<9=F9::97HCBD9CD@9=BH<9=AD@9A9BH5H=CBDFC79GGC:GIGH5=B56@9 DFC8I7H89J9@CDA9BH/9F<I@GH5B8C?G -<9G9<IA5B:57HCFGK9F9GHI8=98=B5 75G9GHI8M7CBG=GH=B;C:9=;<HCF;5B=N5H=CBG=B9@;=IA5B8H<9'9H<9F@5B8G -<9G9GHI8=9G;=J9 =BH9F9GH=B;=BG=;<HG 6IHH<9;9B9F5@=N56=@=HM=GBCH5GGHFCB;5GH<9MCB@M=BH9FJ=9K98D9CD@9 "H=G5@GCBCH7@95F:FCAK<=7<GCIF79H<9:57HCFGH<5H<5J9699BGHI8=98K9F9H5?9B /9F<I@GH 5B8C?GDI6@=G<98HKCD5D9FG56CIHH<9=F:=B8=B;G 957<DF9G9BH=B;H<9=BG=;<HG:CFHKCC:H<9 :CIF <IA5B :57HCFG GHI8=98 -<9 :=FGH GHI8M @CC?98 5H H<9 <IA5B :57HCFG F9G=GH5B79 5;5=BGH GIGH5=B56=@=HM5B8=BH9FB5@7CAAIB=75H=CBCBGIGH5=B56@989G=;B 5B8H<9G97CB8@CC?98 5H9AD@CM999B;5;9A9BH5B8CF;5B=N5H=CB5@7I@HIF9 0<9B =H 7CA9G HC F9G=GH5B79 F9GI@HG 6M /9F<I@GH 5B8 C?G =B8=75H9 H<5H 9BH<IG=5GA 5FCIB8GIGH5=B56=@=HMG99AGHCG<=:HK<9B=H7CA9GHCH<9GH5;9C:57HI5@@M<5J=B;HC7<5B;9H<9 KCF?DFC798IF9G5B8H<9D9FGCB5@<56=HG

(40) 85=@MDF57H=79G -<99LH9BHC:H<=GG<=:HG99AGHC8=::9F 5ACB;8=::9F9BH89D5FHA9BHG &CF9CJ9F 7CAAIB=75H=CB:CF=BJC@J9A9BH5B89ADCK9FA9BHC: 9AD@CM99G G99A HC 69 GD97=:=75@@M F9@9J5BH K<9B H<9 =AD@9A9BH5H=CB F957<9G 5 GH5;9 K<9F9 GIGH5=B56=@=HMDF57H=79GB998HC69=B7@I898CB56FC589FCF;5B=N5H=CB5@G75@95B8DF57H=79G "BH<9=F DI6@=75H=CB /9F<I@GH5B8C?G:CIB8H<5HH<9F9=G5B998HC<5J957@95F8=J=G=CB C:F9GDCBG=6=@=H=9G5GGCCB5GH<9=AD@9A9BH5H=CBF957<9G5GH5;9K<9F9ACF9D9CD@9:FCAH<9. .

(41) CF;5B=N5H=CB B998 HC 69 =B7@I898 ,IDDCFH 5B8 HF5=B=B; 5F9 =ADCFH5BH :CF GD97=5@=N5H=CB =B GIGH5=B56=@=HM:CFH<99AD@CM99GC:H<97CAD5BM/9F<I@GH5B8C?G 2.2.2 Human Factors in Organizational Transitions towards Sustainability (B@M 5 :9K GHI8=9G 5F9 @CC?=B; 5H H<9 <IA5B :57HCFG =B:@I9B7=B; H<9 =AD@9A9BH5H=CB C: GIGH5=B56=@=HM5GD97HG=BDFC8I7HGGD97=:=75@@M -<9F95F9ACF9GHI8=9G588F9GG=B;H<99L=GH9B79 C:<IA5B:57HCFG 6IHH<9G9H9B8HC:C7IGCBH<9;9B9F5@=AD@9A9BH5H=CBC:GIGH5=B56=@=HM=B5B CF;5B=N5H=CB5G5K<C@9 -<9G9GHI8=9G75BDCH9BH=5@@M69F9@9J5BH:CFH<9=AD@9A9BH5H=CBC: GIGH5=B56=@=HM5GD97HG=BDFC8I7HG5GK9@@5G5@@=G57CBB97H98GMGH9A (B9 C: H<9 ACGH 7CADF9<9BG=J9 GHI8=9G @CC?=B; 5H <IA5B :57HCFG 7CA=B; :FCA H<9 CF;5B=N5H=CB5@7<5B;9A5B5;9A9BH@=H9F5HIF95B85DD@=98HCH<9:=9@8C:7CFDCF5H9GIGH5=B56=@=HM <5G 699B 7CB8I7H98 6M %CN5BC %CN5BC 5B5@MG98 =B8=J=8I5@ CF;5B=N5H=CB5@5B89LH9FB5@65FF=9FGHC=B7CFDCF5H=B;7CFDCF5H9GIGH5=B56=@=HM5B8GHF5H9;=9GHC 588F9GGH<9G965FF=9FGK=H<H<9<9@DC:HKC8=::9F9BH75H9;CF=N5H=CBG =FGHC:5@@ <975H9;CF=N98 H<9 CF;5B=N5H=CB5@ GMGH9A =B H<F99 8=::9F9BH @9J9@G =B8=J=8I5@ ;FCIDG 5B8 CF;5B=N5H=CB5@ ,97CB8 6M75H9;CF=N=B;H<95HH=HI89C:957<C:H<9G9@9J9@G=B69<5J=CIF5@ 9ACH=CB5@:99@=B;G

(42) <CKCB9=G5::97H98 5B8=B:CFA5H=CB5@69@=9:G5B8K<5H=B:CFA5H=CBCB9<5G %CN5BC GH5H9GH<5HH<9F9=G5B998HC=89BH=:MH<9<=B89F=B;:57HCFG65G98CBH<9G98=::9F9BH5HH=HI89G5B8 @9J9@GHC6956@9HCG9@97HH<95DDFCDF=5H9GHF5H9;MHC588F9GGH<9G9<=B89F=B;:57HCFG @5B7C. )CFH9@59H5@ GIAA5F=N98%CN5BCZG :=B8=B;GK=H<=BH<9:C@@CK=B;:=;IF9 .

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(46) 5B856=@=HMHC8=5;BCG9 9L=GH9B79C:J=G=6@97F=G=G5B85@=;BA9BHK=H<9L=GH=B;6I8;9HGR;9@ 9H5@ @@H<9G9GHI8=9GF9:@97HH<5HH<9F9G99AHC69A5BM8=::9F9BH<IA5B:57HCFGH<5H5F9=B:@I9B7=B; =B8=J=8I5@G=B5DFC79GGC:7<5B;9F9@5H98HCGIGH5=B56=@=HM @@C:H<9ADF9G9BHGCA9G=A=@5F=H=9G 6IH5@GC5@CHC:8=::9F9BH:=B8=B;G %CN5BC :C7IG9GCB65FF=9FG5B8;FCIDGH<9A 65G98 CB H<9 =B8=J=8I5@ ;FCID 5B8 CF;5B=N5H=CB5@ @9J9@ 5B8 6F=B;G :CFK5F8 5 @CH C: :57HCFG F9@5H98HCHFIGH5B8GC7=5@8MB5A=7G 0<9F95GR;9@9H5@ ;FCIDH<9:57HCFG65G98CB A=7FC A9GC 5B8A57FC@9J9@5B85@GC=B7@I89G=B8=J=8I5@DGM7<C@C;=75@:57HCFGGI7<5G:95FG !5 CBH<9CH<9F<5B8CB@MGD97=:=9G:57HCFG=BF9@5H=CBHCF9G=GH5B79 "BCF89FHCGIDDCFH H<9 GI779GG:I@ =B7CFDCF5H=CB C: GIGH5=B56=@=HM =B H<9 DFC8I7H 89J9@CDA9BH DFC79GG K<=7< F9EI=F9G 7<5B;9G =B H<9 9AD@CM99ZG <56=HG 69<5J=CIF 5B8 =BH9F57H=CBG =H =G =ADCFH5BH HC IB89FGH5B8H<9G9<IA5B:57HCFG69HH9F:CF5ACF9GI779GG:I@=AD@9A9BH5H=CBC:GIGH5=B56=@=HM /9F<I@GH5B8%5A6F97<HG -<9:57HCFGDF9G9BH98=BH<=G7<5DH9F=B8=75H9K<=7<:57HCFGA=;<H=B:@I9B79H<9=B8=J=8I5@ZG K=@@=B;B9GG 5B8 56=@=HM HC 57HI5@@M 7<5B;9 69<5J=CIF G 89ACBGHF5H98 H<9 F9G95F7< :=9@8 C: <IA5B :57HCFG F9@5H98 HC H<9 =AD@9A9BH5H=CB C: GIGH5=B56=@=HM =B DFC8I7HG =G MCIB; 5B8 J9FM @=A=H98 A5?=B; =H 8=::=7I@H HC 8F5K GC@=8 7CB7@IG=CBG 5B8 IG9 H<9 =B:CFA5H=CB GHF5H9;=75@@M -<IG =BCF89FHC;9H569HH9FD=7HIF9CB<IA5B:57HCFG =HK5GB979GG5FMHC@CC?=BHCGHI8=9G :FCACH<9F:=9@8G GI7<5G7CFDCF5H9GIGH5=B56=@=HM !CK9J9F H<9G9GHI8=9GIG9A5BM8=::9F9BH H<9CF=9G @9J9@G 5B8 9BHFM DC=BHG A5?=B; H<9 7C@@97H=CB C: <IA5B :57HCFG IBGHFI7HIF98 5B8 =B7C<9F9BH -<9F9:CF9 =:CB9F95@@MK5BHGHCIB89FGH5B8K<5H=B:@I9B79G5B9AD@CM99HCA5?9 H<9 F9EI=F98 7<5B;9 B99898 :CF 5 GI779GG:I@ =AD@9A9BH5H=CB C: GIGH5=B56=@=HM =B DFC8I7H 89J9@CDA9BHH<9F9=G5B998HC@CC?=BHCH<9CF=9G=BACF99GH56@=G<98:=9@8GH<5HDFCJ=89569HH9F F9G95F7<985B8ACF97C<9F9BHIB89FGH5B8=B;C:H<9G9=B:@I9B79G G A9BH=CB98 69:CF9 H<9 =AD@9A9BH5H=CB C: GIGH5=B56=@=HM 5GD97HG F9EI=F9G B9K KCF? H5G?G K<=7<@958HCH<9B979GG=HMC:7<5B;=B;9AD@CM99ZG69<5J=CIF -<9F9:CF9 5@CC?=BHC69<5J=CIF 7<5B;9H<9CF=9GIG98=BDGM7<C@C;M5B8<95@H<GHI8=9G=GIG9:I@5G=BH<9G9:=9@8GH<9IB89F@M=B; <IA5B:57HCFGC:69<5J=CIF7<5B;9<5J95@F958M699B8=G7IGG985B8H<9CF=N98=BACF97C<9F9BH K5MG5B8IG986M5K=89F5I8=9B79 . Behaviour Change 9<5J=CIF5@ 7<5B;9 =G 5B 9GH56@=G<98 :=9@8 H<5H <5G =BBIA9F56@9 GHI8=9G 56CIH K<5H :57HCFG =B:@I9B79 69<5J=CIF B8 H<9M <5J9 699B 9LD@CF98 :FCA 8=::9F9BH D9FGD97H=J9G GI7< 5G DGM7<C@C;M 5BH<FCDC@C;M 5B8 97CBCAM 5J=G 9H 5@ <5J9 75H5@C;I98 8=::9F9BH H<9CF=9GC:69<5J=CIFCF69<5J=CIF7<5B;9 :9KH<9CF=9G5F9DF9G9BH98=BH<9:C@@CK=B;=B CF89FHC;=J95B=89556CIHK<5H5DDFC57<9G5F9H5?9B=BH<9G9ACF9A5HIF9:=9@8G <CK9J9F=H =GBCH5:I@@F9J=9KC:DFCA=B9BHH<9CF=9G 2.3.1 Behaviour Theories (B9C:H<9ACGH?BCKBH<9CF=9G=GH<9-<9CFMC:)@5BB989<5J=CIF-)6M>N9B "H =G IG98 =B A5BM 8=::9F9BH 7CBH9LHG 5B8 =H <5G 9GD97=5@@M DFCJ9B HC 69 IG9:I@ K<9B D@5BB=B; A5F?9H=B;75AD5=;BG 5@GC:CF9BJ=FCBA9BH5@@M:F=9B8@MDFC8I7HG$5@5:5H=G9H5@ -<9 -)=G65G98CBH<95GGIADH=CBH<5H<IA5B69<5J=CIF=G5:IB7H=CBC:H<969<5J=CIF5@=BH9BH=CB 5B8 H<5H H<9 69<5J=CIF5@ =BH9BH=CB =G 7CB8=H=CB98 6M H<F99 IB89F@M=B; 7CBGHFI7HG C: 69@=9:G >N9B. .

(47) • 5HH=HI89HCK5F8H<969<5J=CIFF9:9FGHC<CK5D9FGCB:99@G56CIHH<969<5J=CIF5B8 9J5@I5H=CBC:CIH7CA9 • GI6>97H=J9 BCFAF9:9FG HC H<9 =B8=J=8I5@ZG D9F79DH=CB C: DF9GGIF9 DIH 6M GC7=9HM =B CF89F:CFCB9HCD9F:CFAH<969<5J=CIFCFBCH • D9F79=J9869<5J=CIF5@7CBHFC@F9:9FGHCH<9=B8=J=8I5@ZGD9F79=J98@9J9@C:8=::=7I@HM 5B856=@=HMHCD9F:CFAGI7<69<5J=CIF -<9G9 7CBGHFI7HG 5F9 =B 9GG9B79 =B 5@=;BA9BH K=H< K<5H <5G 699B 89:=B98 95F@=9F 5G <IA5B :57HCFG -<9-)DFCJ=89G57CB79DHI5@:F5A9KCF?H<5H<9@DGHCDF98=7H<IA5B69<5J=CIF @GC =HKCI@869DCGG=6@9HCD@5B:CF=BH9FJ9BH=CBGH<5H5F9D@5798=BH<9G9H<F9969@=9:G5B8=B:@I9B79 H<9=B8=J=8I5@ZG=BH9BH=CB !CK9J9F CB79H<=GH<9CFMGH5FH98HC8=::IG9 7F=H=7=GA9A9F;98 :CF 9L5AD@9 CB H<9 DFCDCG98 =BH9F89D9B8 F9@5H=CB 69HK99B H<9 H<F99 69@=9:G H<5H =B:@I9B79 H<9 =BH9BH=CB >N9B ,B=9<CHH5 9H 5@ -<9 H<9CFM <5G DFCJ9B HC 69 IG9:I@ K<9B =B8=J=8I5@G5F9DF9G9BH98K=H<57<C=79$5@5:5H=G9H5@ 6IHA=;<HBCH695DD@=756@9=B5 ACF9 7CAD@9L 7CBH9LH @=?9 =AD@9A9BH=B; GIGH5=B56=@=HM 5GD97HG =B 8=::9F9BH 85=@M H5G?G 5B8 57H=J=H=9GH<5H;C69MCB89=H<9F CF897=G=CBG=BCB9D5FH=7I@5FACA9BH @@=B5@@ =H5DD95FGHC 69 ACF9 IG9:I@ HC DF98=7H =BH9BH=CBG F5H<9F H<5B 9B57H98 69<5J=CIF =9@8=B; 9H 5@ BCH<9FK9@@ ?BCKBH<9CFMH<5H<5G699BIG98=BH<9D5GH897589GHC9LD@5=BIB89F@M=B;:57HCFG H<5H=B:@I9B7969<5J=CIF=GH<9-<9CFMC:/5@I9G 'CFAG 5B89@=9:G/' -<9/' -<9CFM6M,H9FB9H5@ =G65G98CBH<95GGIADH=CBH<5HH<9=B8=J=8I5@ZG7<C=79 HC57H=G=B:@I9B7986MJ5@I9G BCFAG5B8D9FGCB5@69@=9:G 77CF8=B;HC,H9FB9H5@ H<9 69<5J=CIF=G9GH56@=G<986MH<9=BH9F57H=CBC:H<9G9H<F99:57HCFG -<9H<F99:57HCFG5F9D9FGCB5@ :57HCFG5B8 89D9B8=B;CBH<97CBH9LHH<9G9:57HCFG75B69=B:@I9B7985B87<5B;969<5J=CIF !CK9J9F =:H<97CBH9LH=GGHFCB; H<9G9D9FGCB5@:57HCFG5F9BCH5GGIG79DH=6@9HC7<5B;9 ,=A=@5F HCH<9-)5@GCH<9/'75BCB@MJ9FM@=A=H98@MDF98=7HH<957HI5@69<5J=CIF5B85GK9@@GHI8=9G ACF9H<9=BH9BH=CBGC:5B=B8=J=8I5@.BGKCFH< A=HF=9J5 5B88F=5GC@5 CH<H<9CF=9G <5J9699BH9GH98=BDF98=7H=B;DFC 9BJ=FCBA9BH5@69<5J=CIF6IH6CH<75BCB@M9LD@5=B@9GGH<5B <5@:HC C:H<9J5F=5B79DF9G9BH98=BD5GH69<5J=CIFGA9F9@M<5@:C:H<9J5F=5B79:CF :IHIF9=BH9BH=CBG5B8>IGH5H<=F8C:57HI5@69<5J=CIF.BGKCFH< A=HF=9J5 5B8 8F=5GC@5 -<9C@89GH9GH56@=G<98H<9CFM<CKHC57HI5@@M7<5B;969<5J=CIF CFACF9GD97=:=75@@MDIH <CK HC @95FB B9K 69<5J=CIF =G H<9 -<9CFM C: ,C7=5@ %95FB=B; 6M 5B8IF5 -<9 ,C7=5@ %95FB=B; -<9CFM =G 65G98 CB H<9 5GGIADH=CB H<5H D9CD@9 75B @95FB B9K 69<5J=CIFG H<FCI;< 8=F97H9LD9F=9B79CFC6G9FJ=B;CH<9FZG69<5J=CIF 5B8IF5GH5H9GH<5HK<9BC6G9FJ=B;5 69<5J=CIFH<5H<5G5DCG=H=J9F9=B:CF79A9BH CB975B@95FBH<=G69<5J=CIF @@H<9G9H<9CF=9G5F9K9@@?BCKBH<9CF=9GH<5H<9@DIB89FGH5B869<5J=CIF !CK9J9F H<9M5F9 CIH85H985B8=ADFCJ9A9BHGHCH<9A5F9BCHK9@@?BCKB5B8H9GH98 &CF9CJ9F :CFH<=GDF9G9BH H<9G=G =H=GBCHCB@M=ADCFH5BHHCIB89FGH5B869<5J=CIF5@=BH9BH=CBG6IHK<5H:57HCFG=B:@I9B79 57HI5@69<5J=CIF7<5B;95B85@GC=895@@M5H<9CFMH<5H9B7CAD5GG9GGHF5H9;=7F97CAA9B85H=CBG :CF=BH9FJ9BH=CBGH<5H75B588F9GGH<9<IA5B:57HCFG=B:@I9B7=B;H<969<5J=CIF8=F97H@M AC89@ H<5H <9@DG HC IB89FGH5B8 69<5J=CIF 7<5B;9 5B8 HC D@5B :CF GHF5H9;=9G H<5H GIDDCFH 69<5J=CIF 7<5B;9=GH<99<5J=CIF<5B;90<99@0:FCA&=7<=99H5@ 2.3.2 The Behaviour Change Wheel -<90K5G89G=;B98HC;I=89H<989G=;BC:69<5J=CIF7<5B;9=BH9FJ9BH=CBG=BH<9<95@H< :=9@8 !CK9J9F =H=G65G98CB69<5J=CIF5@AC89@G:FCADGM7<C@C;M5B8<5G5@GC699B5DD@=98. .

(48) CIHG=89C:<95@H< :CF9L5AD@9 HCDFCACH9;5GGHCJ9IG9=BFIF5@5F95G=B I5H9A5@5-<CADGCB 9H5@ CFHCF98I79G=HH=B;H=A9=BH<9KCF?D@579&IB=F9H5@ -<90<5G:CIF @5M9FG 5G 75B 69 G99B =B :=;IF9 -<9 7CF9 ;F99B C: H<9 0 =G 5 A97<5B=GA K<=7< =89BH=:=9GH<9GCIF79GC:69<5J=CIF -<=G69<5J=CIF7<5B;9A97<5B=GA=G75@@98H<9(& GMGH9ACFAC89@&=7<=99H5@ @ -<9F98@5M9F7CBG=GHGC:=BH9FJ9BH=CB:IB7H=CBGH<5H75B 69IG98HC588F9GGH<9G98=::9F9BHGCIF79GC:69<5J=CIF -<9CIH9F@5M9F;F9M89:=B9GDC@=7M 75H9;CF=9GH<5H75B69IG98HCGIDDCFHH<9=BH9FJ9BH=CBG . /-:7+ %.++.';/4:7.'3-+&.++1&'3*%.+47+9/)'142'/387'2+<470 &+891'3*+9'1 -<9(& GMGH9A=G5:F5A9KCF?HCIB89FGH5B8K<5H8F=J9G69<5J=CIF "H=G6I=@HCBH<9=895 H<5H5D56=@=HM (DDCFHIB=HM( 5B8&CH=J5H=CB&5F9B979GG5FM7CADCB9BHG=BCF89F :CF69<5J=CIF7<5B;9HCC77IF&=7<=99H5@ 5D56=@=HM=G89:=B985GWH<9=B8=J=8I5@ZG DGM7<C@C;=75@5B8D<MG=75@75D57=HMHC9B;5;9=BH<957H=J=HM7CB79FB98X&=7<=99H5@ K<=7<=B7@I89G5@GCH<CI;<HDFC79GG9G@=?9F95GCB=B; &CH=J5H=CB=BH<=GAC89@=G89:=B985G W5@@ H<CG9 6F5=B DFC79GG9G H<5H 9B9F;=N9 5B8 8=F97H 69<5J=CIF BCH >IGH ;C5@G 5B8 7CBG7=CIG 897=G=CB A5?=B;X&=7<=99H5@ =B7@I8=B;F9:@97H=J9DFC79GG9G@=?99J5@I5H=CBG5B8 D@5BG 5GK9@@5G5IHCA5H=7DFC79GG9G@=?9=ADI@G9G (DDCFHIB=HM=G89:=B985GW5@@H<9:57HCFG H<5H@=9CIHG=89H<9=B8=J=8I5@H<5HA5?9H<969<5J=CIFDCGG=6@9CFDFCADH=HX&=7<=99H5@ 69=B;F9@5H98HCH<99BJ=FCBA9BH5@G9HH=B; GC7=5@GHFI7HIF9G5B87I@HIF5@A=@=9I -<9G9 7CADCB9BHG 5D56=@=HM (DDCFHIB=HM 5B8 &CH=J5H=CB K9F9 8F5KB 65G98 IDCB HKC GCIF79G.,7F=A=B5@@5K5B85.,7CBG9BGIGA99H=B;C:69<5J=CIF5@H<9CF=GHG=B&=7<=9 9H 5@ -<9 (& AC89@ H<IG 69@=9J9G CB9 B998G H<9 5D56=@=HM (DDCFHIB=HM 5B8 &CH=J5H=CB:CF5GD97=:=769<5J=CIFHCC77IF M9BGIF=B;5@@H<F997CADCB9BHG5F9DF9G9BHH<9 ;5D 69HK99B H<9 7IFF9BH 69<5J=CIF 5B8 H<9 GD97=:=7 89G=F98 69<5J=CIF 75B 69 6F=8;98 -<9 (& GMGH9A 8C9G BCH CB@M IB89FGH5B8 H<5H 957< C: H<9 (& 7CADCB9BHG =B:@I9B79G 69<5J=CIF6IHH<5HH<9G97CADCB9BHG5@GC=B:@I9B795B8=BH9F57HK=H<957<CH<9F GD97=:=75@@M H<5H5GD97HGF9@5H98HC(DDCFHIB=HM5B85D56=@=HM5@GC=B:@I9B79&CH=J5H=CB5G75B69G99B=B :=;IF9 &=7<=99H5@ (>C9H5@ . .

(49) . /-:7+

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