Insider action research towards companywide sustainable product innovation : ecodesign transition framework

Purpose: This study discusses the application of Insider Action Research to the systematic integration of an environmental perspective into industrial product innovation processes and projects. Applying Insider Action Research, it aims at a broader integration between top-down and bottom-up and soft and hard perspectives in the intersection of ecodesign and innovation and project management disciplines. Design/methodology/approach: The research design is based on action research and specificities from Insider Action Research to capture the change and transition aspects involving two main action research cycles. The longitudinal five-year research was carried out within a Brazilian cosmetics company. The outcomes of these cycles are analysed including customisation of ecodesign tools and related application, and views of different stakeholders of the challenge for the transition. Findings: This paper describes an action research application aiming at faster learning loops in the field of sustainable innovation management. As a second contribution, an Ecodesign Transition Framework (ETF) is proposed, combining both technical and soft sides. The proposed framework is structured in three levels (strategic, tactical and operational), with two complementary perspectives of a mature ecodesign pattern and a transition pathway. Practical implications: The action research led to the intended outcomes both on the applied side, with increased diffusion of ecodesign in the company, and on the research side, with the ETF formulation and application. Practitioners interested in sustainable innovation can follow the ETF procedures, challenges faced, lessons learnt and conclusions. Originality/value: The Insider Action Research addressed the literature gap to better relate the recommendations in the field to business reality. The resulting ETF brings a novel perspective for integrating environmental considerations in the product innovation process of a company. It organises the soft issues to be considered for the necessary transition towards such integration, consolidating and advancing previous theoretical views of ecodesign, with associated new practical implications.