{"id":66649,"date":"2020-12-07T10:06:09","date_gmt":"2020-12-07T09:06:09","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?post_type=ricerca&#038;p=66649"},"modified":"2021-10-25T11:06:56","modified_gmt":"2021-10-25T09:06:56","slug":"trade-off-between-utopia-and-business-opportunity-in-wasp","status":"publish","type":"ricerca","link":"https:\/\/www.bbs.unibo.it\/en\/research\/trade-off-between-utopia-and-business-opportunity-in-wasp\/","title":{"rendered":"Trade-off between utopia and business opportunity in WASP"},"content":{"rendered":"<p><strong>Abstract<\/strong><\/p>\n<p>This case describes WASP, a small Italian company that is a leader in the design and manufacturing of large-scale 3D printers. In 2018, the Financial Times placed WASP among the 100-most innovative digital companies in Europe. The case presents WASP\u2019s vision towards sustainability and the circular economy. To that end, it also shows how the founder\u2019s vision has been translated into projects and products through an innovative business model. The case highlights the relevance of systemic thinking when dealing with sustainability-related initiatives, and describes how circularity can be applied not only to products and processes, but also to business models. The case underscores the challenges and trade-offs that sustainability-oriented organizations have to face in balancing long-term social and environmental challenges with short-term financial results.<\/p>\n<p><strong>Target for Teaching<\/strong><\/p>\n<ul>\n<li>Organizational Change<\/li>\n<li>Sustainability-Oriented Business Models<\/li>\n<li>Green innovation<\/li>\n<li>Circular Economy<\/li>\n<\/ul>\n<p><strong>Target audience and Issues<\/strong><\/p>\n<p>The target audience for this case includes executives, MBA students and master<br \/>\nstudents who are interested in exploring the organizational challenges related to<br \/>\nimplementing sustainability-oriented business models.<br \/>\nThe case could also prove useful for final-year undergraduates, as it shows the<br \/>\nneed for systemic thinking when dealing with green innovations and circular economy<br \/>\napproaches to business, as well as when launching a new venture.<\/p>\n<p><strong>Teaching objectives<\/strong><\/p>\n<p>The overarching objective of this case is to provide an opportunity for students to consider how a company can solve a global challenge \u2013 \u201cA self-3D-printed house for everyone\u201d \u2013 and simultaneously prosper financially. The Sustainability-Oriented-Innovation paradigm provides a framework for exploring WASP\u2019s journey, from start-up through a later growth stage, by detailing three main topics:<\/p>\n<ol>\n<li>The company\u2019s objective towards sustainability: \u201cTo design products, production<br \/>\nprocesses and economic models suitable for individuals\u2019 wellbeing\u201d;<\/li>\n<li>The type of innovation involved: \u201cFrom technological innovation to business<br \/>\nmodel innovation\u201d;<\/li>\n<li>The unit of analysis the company focused on: \u201cFrom the company itself, to the<br \/>\nvalue chain, to the global value network\u201d.<\/li>\n<\/ol>\n","protected":false},"author":27,"template":"","ricerca-tipologia":[404],"ricerca-area":[301,472],"ricerca-tag":[306,335,484,330],"ricerca-autore":[403,402],"class_list":["post-66649","ricerca","type-ricerca","status-publish","hentry","ricerca-tipologia-case-study-en","ricerca-area-innovation-operations-en","ricerca-area-sustainability-en","ricerca-tag-circular-economy-en","ricerca-tag-innovation-en","ricerca-tag-management-stories-en","ricerca-tag-sustainability-en","ricerca-autore-mariolina-longo-2","ricerca-autore-matteo-mura-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Trade-off between utopia and business opportunity in WASP | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/research\/trade-off-between-utopia-and-business-opportunity-in-wasp\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trade-off between utopia and business opportunity in WASP | BBS\" \/>\n<meta property=\"og:description\" content=\"Abstract This case describes WASP, a small Italian company that is a leader in the design and manufacturing of large-scale 3D printers. In 2018, the Financial Times placed WASP among the 100-most innovative digital companies in Europe. The case presents WASP\u2019s vision towards sustainability and the circular economy. To that end, it also shows how [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bbs.unibo.it\/en\/research\/trade-off-between-utopia-and-business-opportunity-in-wasp\/\" \/>\n<meta property=\"og:site_name\" content=\"BBS\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BolognaBusinessSchool\/\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-25T09:06:56+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/research\/trade-off-between-utopia-and-business-opportunity-in-wasp\/\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/research\/trade-off-between-utopia-and-business-opportunity-in-wasp\/\",\"name\":\"Trade-off between utopia and business opportunity in WASP | BBS\",\"isPartOf\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\"},\"datePublished\":\"2020-12-07T09:06:09+00:00\",\"dateModified\":\"2021-10-25T09:06:56+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/research\/trade-off-between-utopia-and-business-opportunity-in-wasp\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bbs.unibo.it\/en\/research\/trade-off-between-utopia-and-business-opportunity-in-wasp\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/research\/trade-off-between-utopia-and-business-opportunity-in-wasp\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bbs.unibo.it\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Ricerca\",\"item\":\"https:\/\/www.bbs.unibo.it\/en\/research\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Trade-off between utopia and business opportunity in WASP\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/\",\"name\":\"BBS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bbs.unibo.it\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Trade-off between utopia and business opportunity in WASP | BBS","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.bbs.unibo.it\/en\/research\/trade-off-between-utopia-and-business-opportunity-in-wasp\/","og_locale":"en_US","og_type":"article","og_title":"Trade-off between utopia and business opportunity in WASP | BBS","og_description":"Abstract This case describes WASP, a small Italian company that is a leader in the design and manufacturing of large-scale 3D printers. 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