Cradle2Cradle: a case study book

The Cradle to Cradle (C2C) Chair for Innovation and Quality at Rotterdam School of Management, Erasmus University (RSM) published a C2C case study book focusing on 75 master theses. Cradle to Cradle inspired Master Theses; Adding pieces to the puzzle is the first C2C Case Study Book published by the C2C Chair – held by scientist and co-founder of the Cradle to Cradle approach prof.dr. Michael Braungart.

With the Case Study Book the editors intend to provide a state of the art overview of the current student theses, while preventing new students from reinventing the wheel by duplicating existing research.

Braungart introduces the common denominator of all 75 cases by summarising the focus of Cradle to Cradle: “We need to reinvent all our businesses and products: not to minimize damage, but to be good. Instead of a triple bottom line, a triple top line approach. We can use 40 years of blame and shame now for innovation, quality and beauty. […] Instead of climate neutral, we want to be as good as a tree: We want to be positive for the climate.”

The project team, consisting of prof. dr. Michael Braungart, Diana den Held and DRIFT colleague ir. Marleen Lodder, invited all master students to write their case as a sub-section of the book in which they elaborate on their research.

The cases include a summary of their thesis or article, a personal motivation, their explicit focus on the various aspects of Cradle to Cradle, and how the student experienced working on this specific ‘puzzle’. Each student also offered their recommendations and suggestions for further research as part of their case.

The Cradle to Cradle for Innovation and Quality Chair, hosted by Rotterdam School of Management, combines education with research in various disciplines (e.g. supply chain management, innovation management, chemistry, design, architecture and engineering) with business and innovation.

The C2C Case study Book can be downloaded here.