1. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 1 What is DQE? Anthony Okuogume; Timo Karjalainen Kajaani University Consortium Ninetta Chaniotou, Kainuun Etu Oy

2. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 2 Contents Purpose of lecture Target group What is the DQE approach? References

3. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 3 What is DQE? Purpose and objective of lecture Purpose of this lecture –This course is part of a lecture series focused on developing firm’s products/services and activities from the point of view of design, quality and environmental friendliness. –Through the DQE process it is possible for firms to crystallize key developmental targets which will lead to the enhancement of customer’s values built on products. The final objective however, is increased sales and competitiveness! Target group The lecture is for business students and consultants. The objective of this lecture is to provide an operational definition of the DQE concept.

4. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 4 What do we mean by DQE? What is the DQE approach? What is the DQE tool? How does it relate to the market? –Market = individual preferences + societal values (=significant numbers of the individual preferences)

5. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 5 What is the DQE approach? Audit tool leading to strategic decision making DQE method seeks to extend “environmental thinking to the properties of products as introduced in the idea of whole life-cycle analysis of products, from production, to consumption and final disposal. It lends itself to joint conceptual and methodological development and offers experience in diverse regions in the methodology of SME development. Its methodological validity and thematic relevance are based on: a) the strategy, of -design, quality, environment and help defines the competitive parameters of DQE b) integrating the environment into company’s values of competitiveness. Thus it is a practical tool to SME sustainable, demand-led growth.

6. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 6 What is the DQE approach? Audit tool leading to strategic decision making c) integrating SME and societal priorities under the same value framework of -design, quality, environment. d) Its application at SME, societal, and individual levels. (source: Dqeproject.org emphasis added) For companies to succeed competitively, “It is essential that the company’s activities and products fulfil the minimum requirements in terms of design, quality and environment”.

7. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 7 Why is DQE approach important?  It I important Because it attempts on answer to EU development need: to be competitive and sustainable Simple question: can we be rich (economy) and sustainable (economy, employment, environment) at the same time? how?  European economy State of the art –Mature economy –High population density –Knowledge and research –Intense utilization of natural resources –Social net, aquis sociaux Requested –Competitive growth (Lisbon Agenda) –Sustainable growth (Gothenburg strategy)

8. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 8 What is the DQE apporach How does DQE bring together economy, society and environment? For example it incorporates higher added value from skills (functionality, differentiation, human capital)  competitiveness and societal well being it internalizes environmental concerns to product and business development (  environmental protection; eco-efficiency  competitiveness) see diagram

9. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 9 What is the DQE approach Integrated development, our interpretation QualityDesign Environment DQE

10. Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 10 What do we mean by DQE? What are the key characteristics of DQE products? DQE products have  Reinforced functionality, i.e. better client-needs knowledge and adaptation  More pronounced, more studied, at times innovative formal (= design) product characteristics, i.e. knowledge of formal trends, life-style trends, and the potential of new materials for new formal interpretations.  Reduced negative impact on the environment, i.e. longer life cycle; utilisation of materials that may be re-used or re-cycled  Better utilization of natural resources and energy, i.e. they have improved eco-efficiency  Often proposing new materials to replace traditional ones, which have better environmental behavior as a whole  May or may not be more expensive: they require highly skilled labour input, but make use of

11. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 11 What do we mean by DQE? What are the key characteristics of DQE products to base marketing?  Practicality, reliability, user-friendliness (e.g. you do not get tired when you use that pen, you enjoy sitting in that chair, …) ; possibility to repair and modularisation  Attractive aesthetics (e.g. that skirt is well made and makes you look more stylish, …)  Innovative forms (sometimes)  Potential income from re-use or re-cycling  Innovative products (e.g. based on new materials), that need holistic marketing approach to introduce them into the market (e.g. the self cleaning clothes)

12. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 12 What is DQE? DESIGN ENVIRONMENTQUALITY

13. DQE Towards the Sustainable Region /DQE / 2NOO27I Project co-financed by the Structural Funds 13 Refrences DQE Criteria Handbook Lauri Kuukasjärvi-Dqe project” www.Dqeproject.org