Value creation from recycling of waste into bioethanol
Hazley, Erja (2013)
Laurea-ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305209725
https://urn.fi/URN:NBN:fi:amk-201305209725
Tiivistelmä
Waste-streams are being utilized more and more in today’s economies and are becoming valuable feedstock for many companies. In the past, there were not that many options to treat bio-waste and it was frequently disposed of in a closed treatment plant. Nowadays, however, waste-producers in many areas have multiple options for bio-waste disposal and utilization, with options typically being composting or biogas. Indeed, the supply of waste has now caused competition in waste-streams at some level. St1 Biofuels produces bioethanol from waste-streams and therefore the company wants to understand how value emerges in the customer’s organisation through waste utilization.
The purpose of this thesis is to identify if the customer can create value by recycling waste into bioethanol and how value emerges. The thesis also aims to identify what is the role of customer and the provider in the value creation process. Traditionally, the customer’s expectation of waste management services has been that the waste is collected promptly from their property and does not cause interruption to their daily business. Hence, this study examines if St1 Biofuel’s waste-to-ethanol concept offers B2B- customers value beyond the usual waste management service.
An embedded Single case study design was chosen for this thesis. The study investigates the value creation process in separate waste-bread collection within HOK-Elanto’s organization, within its shop-chains Alepa, S-Market and Prisma. The thesis is based on the theoretical framework of Customer-Dominant- Logic and therefore the focus of the study is on under-standing how the service of separate waste-bread collection is embedded into the customer’s processes and daily tasks. The data collection was performed by pre-interview questionnaires and semi-structured interviews.
The study identified that that the customer can create value by recycling waste into bioethanol. Value emerges as environmental value, process improvement, motivational and financial value, and to some extent, marketing potential was also identified. Value could be seen both at organizational and individual levels within HOK-Elanto’s organization. Recycling waste into bioethanol offers customers an opportunity to handle their waste sustainably, which allows them to co-create environmental value. Additionally, recycling has eased employee’s daily tasks, and knowing that waste is utilized sustainably to produce biofuel, has improved staff motivation to recycle. Some employees even mentioned that they now have a better conscience, since the waste-bread does not go to “waste.”
Based on the relevant theory and research findings, the study identified that St1 Biofuels acts as a value facilitator, but at the same time as value co-creator in the waste-to-ethanol service concept. HOK-Elanto, as a customer, co-creates the value, but they also have a role within value creation.
The purpose of this thesis is to identify if the customer can create value by recycling waste into bioethanol and how value emerges. The thesis also aims to identify what is the role of customer and the provider in the value creation process. Traditionally, the customer’s expectation of waste management services has been that the waste is collected promptly from their property and does not cause interruption to their daily business. Hence, this study examines if St1 Biofuel’s waste-to-ethanol concept offers B2B- customers value beyond the usual waste management service.
An embedded Single case study design was chosen for this thesis. The study investigates the value creation process in separate waste-bread collection within HOK-Elanto’s organization, within its shop-chains Alepa, S-Market and Prisma. The thesis is based on the theoretical framework of Customer-Dominant- Logic and therefore the focus of the study is on under-standing how the service of separate waste-bread collection is embedded into the customer’s processes and daily tasks. The data collection was performed by pre-interview questionnaires and semi-structured interviews.
The study identified that that the customer can create value by recycling waste into bioethanol. Value emerges as environmental value, process improvement, motivational and financial value, and to some extent, marketing potential was also identified. Value could be seen both at organizational and individual levels within HOK-Elanto’s organization. Recycling waste into bioethanol offers customers an opportunity to handle their waste sustainably, which allows them to co-create environmental value. Additionally, recycling has eased employee’s daily tasks, and knowing that waste is utilized sustainably to produce biofuel, has improved staff motivation to recycle. Some employees even mentioned that they now have a better conscience, since the waste-bread does not go to “waste.”
Based on the relevant theory and research findings, the study identified that St1 Biofuels acts as a value facilitator, but at the same time as value co-creator in the waste-to-ethanol service concept. HOK-Elanto, as a customer, co-creates the value, but they also have a role within value creation.