TRADUCIENDO DISEÑO SUSTENTABLE: Identificando manuales y sitios web adecuados para las Pymes Mexicanas

8/8/2019 TRADUCIENDO DISEO SUSTENTABLE: Identificando manuales y sitios web adecuados para las Pymes Mexicanas.

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Diseo

industrial

D. En D. Ricardo Victoria Uribe

Vicky Lofthouse

TRADUCIENDO DISEO SUSTENTABLE:Identificando manuales y sitios web adecuados para las Pymes Mexicanas.

UAEM FAD Diseo Industrial A comparison of the Mexican& British SMEs and theirdealings with sustainability.

The Corporate ResponsibilityResearch Conference 2006

Across the pond: A comparisonof the Mexican &British SMEs and their dealingswith sustainability.


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1UAEM FAD Diseo Industrial A comparison of the Mexican& British SMEs and their

dealings with sustainability.

NDICE

The Corporate Responsibility Research Conference2006 Across the pond: A comparison of the Mexican &British SMEs and their dealings with sustainability

Indice______________________________________1

1 Abstract__________________________________3

Introduction_________________________________4

2 Methodology______________________________6

3 Reflecting on the key actors which influence theuptake of sustainable design in Mxico and theUK_________________________________________9

3.1 Governmental approach and support________10

3.2 Support networks________________________13

4 information reqierements___________________16

Analysis___________________________________20

Conclusion________________________________22

Reference_________________________________25

Ricardo Victoria Uribe & Dr. VickyLofthouseDepartment of Design and TechnologyLoughborough UniversityLoughborough, Leics. LE11 3TU

2UAEM FAD Diseo Industrial A comparison of the Mexican& British SMEs and theirdealings with sustainability.


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ABSTRACTSmall and Medium Enterprises (SMEs) are widelyrecognized as an important part of the worldwideeconomy, acting both as the backbone of localeconomies and as consumers of natural resources. Inlight of this, since the 1990s, research to investigatehow to make them more sustainable through the useof sustainable design tools, has been carried out. Thispaper reports the findings from a doctoral researchproject which aims to investigate how sustainabledesign has been introduced into British SMEs andwhether these approaches can be transferred to theirMexican counterparts. Whilst it is recognized thatBritish and Mexican SMEs have different contexts and

challenges, initial research indicates that they sharecommon goals and may face similar problems in theway that sustainable design is communicated tothem.

The objective of this paper is to present commonalitiesbetween both contexts, analyze the common issuesthat SMEs in both countries face and explore theexistence of a possible gap in the current attempts to

apply sustainable design in the Mexican context. Itconcludes that the lack of access to a network ofsources of information is hindering the process formany SMEs.

Keywords: Mexico, UK, SME, sustainable design,context, differences, commonalities, support networks,successful examples, access to information.

3UAEM FAD Diseo Industrial A comparison of the Mexican& British SMEs and theirdealings with sustainability.

1. INTRODUCTIONIn recent years, there has been a dramatic increase inthe level of damage inflicted on the natural environment(Lovelock, 2006). Damage which is caused by thedestruction of natural resources, increases in airpollution, the destruction of the ozone layer and thespills of toxic materials as byproducts of the industrialprocess. It is because of these problems that greatimportance has been given to raising environmentalawareness among enterprises. Research has beencarried out with this purpose and sustainable design isone concept which aims to accomplishing this withoutaffecting the performance of the enterprises.

Whilst large, multinational companies such as 3M,Phillips and Electrolux are making fast improvementswith new internal environmental policies (Charter andBelmane, 2000; Tukker, et al., 2000), the same cannotbe said for Small and Medium Enterprises (SMEs). Thisseems to be even more noticeable in those SMEslocated in developing countries like Mexico (Barrera,2001; Cevallos, 2004; Gallagher and Zarsky, 2004),where several issues, that will be explained in detail in

the following sections, are hindering the process ofraising environmental and social awareness amongSMEs.

For the purpose of this study, two countries have beenchosen: Mexico and UK.Mexico was chosen because of its status as adeveloping country with a significant economic and




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productive weight in the Latin-American region and forthe access that the research team has to relevantinformation. Mexico has just started the process ofimplementing sustainable measures, with not enoughsuccess (Romo, 2003). The UK has a strongeconomic and industrial presence in Europe. In recentyears the British government has actively supportedthe implementation of sustainable measures in SMEs(Tukker, et al., 2000). The ongoing nature of thisimplementation provides researchers with theopportunity to study the challenges which are arisingand the solutions which are being employed.

Sustainable Design is a concept which addresses

three main spheres of interaction for any givenproduct (or service), during its whole life cycle;ecology, economy and society (Masera, 1999). Withthe application of sustainable design a product orservice:

1. Is environmentally friendly,2. Solves a necessity of society,3. Uses resources wisely,

4. Provides financial revenue for the manufacturer.(Masera, 1999; Datschefski, 2004)

These characteristics are achieved through theapplication of a range of sustainable measures suchas minimization of materials, life cycle assessment,focus on user needs, local sourcing and employeehealth. Therefore, sustainable design can be a usedas a tool for improving SMEs.



By comparing case studies from Mexico and UK thispaper reviews the current situation existing in Mexicanand British SMEs. The key objectives of this paperare:

To assess the current status of sustainable design inMexico, UK and their SMEs.

To generate background for use in a comparativeanalysis between the Mexican and British contexts.

To determine any possible gap in the application ofthe Sustainable Design in Mexican SMEs and if it ispossible, to find similar resolved examples in UK that

can be analysed for further inspiration.

To identify the relevant aspects surrounding the gapand gather enough data to support the findings.

These objectives have the purpose of obtainingguidance on how to understand and solve the currentproblems that are hindering process of raisingenvironmental awareness and social responsibility in

Mexican SMEs.

2.METHODOLOGY

The findings reported in this paper represent the initialstages of a doctoral research project. In the majority,they have emerged from an in depth literature reviewof books, journal articles, websites of provedreputation, with the aim of understanding the state of




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the art in sustainable design thinking and identifyingsuccessful case studies from which to draw usefullessons.

The Mexican case studies reflected on in this paper

were sourced from an environmental corporativereport, gathered by three of the principal actors in theMexican context (CMP+L, GTZ and Canacintra). Dueto the limited amount of Mexican case studiesavailable, all of the well documented cases foundduring the literature were used in this research (seeTable 1).

Table 1: Mexican case studies analyzed during the

research

7UAEM FAD Diseo Industrial A comparison of the Mexican& British SMEsand their


Most of the British cases came from reports availableon the Envirowise website (Envirowise, 2005b). Therest were published on the Design Wales website(Design Wales) or on companies own websites. Table1 lists the SMEs investigated during this study. In theUK it is common practice to publicize successful

sustainability case studies. As such there were amuch broader range of cases to select from. In light ofthis the case studies which: provided informationabout the process of reducing the environmentalimpact; used measures that had a direct impact intheir processes; and/or stated the commitment ofmanagement levels, were selected (see Table 2).

Table 2: British case studies analyzed during theresearch

8UAEM FAD Diseo Industrial A comparison of the Mexican& British SMEs andtheir



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In addition to the literature review, an in-depth, semistructured interview was carried out with theenvironmental and quality manager of Bovince Ltd., aprinting company located in London, renowned for itssuccess in applying sustainable design (Geerts andSmith, 2001; Hall, 2001). Through the interview

enabled first hand information and insights to begathered about the process of implementingsustainable measures and provided the opportunity tobetter understand the SMEs perspective ofenvironmental awareness and social responsibility.

3. REFLECTING ON THE KEY ACTORS WHICHINFLUENCE THE UPTAKE OF SUSTAINABLE

DESIGN IN MEXICO AND THE UK

Mexico and the European Union (and by default theUK) have similar definitions regarding what isconsidered to be an SME, based on number ofemployees: Micro (1-10 employees), Small (11-50employees) and Medium (51-250 employees)(Contacto PyME, 2005; European Commission, 2005).In addition the European definition also states theexpected annual turnover to this classification(European Commission, 2005).

The type of governmental approach and level ofsupport offered along with the additional supportnetworks available to SMEs strongly influence uptakeof sustainable design. As illustrated in Figure 1, thesetwo actors have the important role of being thecolumns that support the performance of the SMEs.



Figure 1: The role of the Government and the SupportNetworks as columns for the SMEs performance.

3.1 GOVERNMENTAL APPROACH AND SUPPORTThere are considerable cultural, financial and historicaldifferences between Mexico and the UK, and as suchthere are various differences in the level and type ofsupport provided by government.

British government interest in enforcing sustainable




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practices amongst its SMEs comes from the need tostimulate environmental change in industry (Smith,1999). The Department of Trade and Industry and theDepartment of Environment, Transport and Regionshave started to recognize the importance ofenvironmental performance and social responsibility

(Charter and Belmane, 2000). They are incorporatingthese concepts into their programs addressed tobusinesses regulations; and their policies are aimed atpreventing pollution.

Local governments have great importance as sourcesof information for SMEs that aim to applyenvironmental practices like Sustainable Design. Theyusually work in conjunction with business links andindustry chambers to carry out these endeavors(Charter and Belmane, 2000).

The key driver for Mexican government comes fromexternal pressures exerted through the NAFTA tradeagreements signed with the United States of Americaand Canada, and the FDI (Foreign Direct Investment)policies (Gallagher and Zarsky, 2004). Different

branches of the Mexican Ministry for NaturalResources (SEMARNAT), such as the NationalInstitute of Ecology (INE) and the Federal Ministry forEnvironmental Protection (PROFEPA), have been incharge of developing and enforcing environmentalpolicies and support structures for industry. Howeverat regional and local governmental levels, thesituation is different. The lack of resources andtechnical knowledge render these branches unable to



provide assistance to any endeavor aimed toward theapplication of sustainable measures (Gonzalez, 2005).

Mexican environmental policies are considered to be ofa good standard by organizations such as the FDI(Gallagher and Zarsky, 2004), but theses policies have

an end of the pipe focus, and are only concerned withestablishing limits to reduce the environmental impact,particularly the air pollution and waste level. They donot enforce prevention, continuous improvement anddevelopment of nearby communities (Barrera, 2001). Inaddition to this, due to the recurrent financial crisis andthe necessity of attracting foreign investors, it is arguedthat the government does not do enough to enforcethese standards when it comes to foreign enterprises(Gallagher and Zarsky, 2004). This sets a poorprecedent for local SMEs, who see no reason tocomply with those standards. It can, also be expensiveto both government and SMEs to enforce thesestandards (Ayala, 2003).

Another recognized problem is that most of thegovernmental programs only reach medium and big

sized companies, instead of the small ones (Barrera,2001). For example, the Mexican government offerssmall grants to support SMEs who wish to reduce theirenvironmental impact. However, most of these grantsare denied, either because the request to obtain thegrant lacks proper financial information or the internalprocedures of the company are not aimed to preventthe pollution. This is contradictory, since as wasmentioned before, governmental policies are not




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focused on prevention, but in the end of thepipe(Barrera, 2001).

When comparing both contexts, it is possible toconclude that in the British context there is anagreement between policies and aims. Also the

involvement of local councils is a key factor toincrease in environment awareness and socialresponsibility among the British SMEs. In the Mexicancontext, there are contradictions due to thefragmented status of the links between governmentand companies, especially at the local levels.

Finally, it seems that external stimuli, in the form ofenvironmental policies created by trade agreements,are becoming an important reason to applySustainable Design. This is because in order to beable to compete in foreign markets as well in theinternal ones, companies must comply with theseenvironmental policies.

3.2 SUPPORT NETWORKS

The Mexican support networks consist of people fromthe industry chambers or academic centers dedicatedto the research and application of clean productiontechniques. The support networks fall into one of thefollowing categories (Romo, 2003):

Industry chambers, such as CONIECO (NationalChamber of Entrepreneurs committed with theEnvironment) and one of the main actors in Mexican



industry the CANACINTRA (National Chamber of theTransformation Industry).

Academic and research centers, the most prominentbeing the CMP+L (Mexican Centre of Cleaner

Production), sponsored by the Polytechnic Institute ofMexico.

Non-governmental organizations, foundations createdby international cooperation enterprise, in particular, theGTZ (Deutsche Gesellschaft fr TechnischeZusammenarbeit), who has worked in conjunction withCANACINTRA to offer workshops aimed at explainingand guiding SMEs through the application of

Sustainable Design.

International institutions, such as the PNUMA (UnitedNations Program for the Environment) and the CEPAL(Economy Commission for Latin America and theCaribbean).

Although there is progress in the creation of supportnetworks for the SMEs, the links between the networks

and the enterprises are not strong enough. This isbecause the process of creation has found initialreluctance from the SMEs and the attempts of thenetworks to promote cooperation between SMEs arestill isolated cases. Coupled with the lack of financialresources and weak links between academia andindustrial activity, the effectiveness of those supportnetworks and the quality of information has beenreduced (Casalet, 1999; Romo, 2003; Gonzalez, 2005).




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In the UK, the most prominent provider of support isEnvirowise, a governmentfunded programme thatworks through local networks and offers environmentaland business assistance. Envirowise claims to havehelped to save more than 1.3 billion pounds to the

British industry (Envirowise, 2005a). Other support isprovided by Business Links (a government fundedinitiative) or green business clubs (a synergy betweenlocal governments and companies). There isconflicting opinion regarding the suitability of BusinessLinks as a source of advice. Smith (1999) identifiedthat SMEs prefer Business Links as a source ofinformation, as they are independent of commercialpressure. Where as Charter

and Belmane (2000) have found that SMEs do not seeBusiness Links as the best source of advice.Universities and research centers also contributesupport via consultancy and research projects. Forexample, Design Wales, a program linked withUniversity of Wales Institute Cardiff, offer local SMEsecodesign support for product and packaging design.Funding initiatives such as the EPSRC SustainableTechnologies Initiative are also aimed specifically at

SMEs. They do however require a considerablefinancial commitment from the company which canlimit the accessibility of this approach to larger, moresuccessful SMEs. Another player is Groundworks, anenvironmental regeneration charity, which operatesthrough local networks and has a central unit whichadvises companies (Charter and Belmane, 2000;Tukker, et al., 2000).



Charter and Belmane (2000) recognize that one of themost cited needs among British SMEs is the need foraccessible, high quality advice. They recognize twofurther problems, that Green Business Clubs are alsonot seen as a suitable source of advice since they are

not used to working with small business and also thatthere are only a small number of professionals withknowledge in Sustainable Design. The lack ofprofessionals with knowledge in Sustainable Designmirrors the situation in Mexico.

From what can be inferred from the case studies,British companies appear to be mildly aware of theadvantages of applying sustainable measures. This

has created a new market for design consultancies,such as Design Wales which include among theirservices, support to SMEs and their environmentalissues.

A similar process is starting in Mxico, but the role ofcreating the market falls on actors such as theCMP+L, rather than the companies (Romo, 2003).

Both in Mexico and the UK, support networks arebeing created, but with limited success, mostlybecause they fail to address the needs of the SMEs,reducing their effectiveness.

4. INFORMATION REQUIREMENTS

SMEs appear to need several types of information inorder decide if they going to apply sustainable




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measures and which measures they should apply.They need:

information regarding legislation and governmentalpolicies.

a basic understanding of what sustainable design is in terms of clear, understandable definitions.

information about available certification and theirrequirements (e.g. in Europe companies can apply forEMAS and ISO 14001 certifications and in MexicoSMEs can apply for ISO 14001.)

technical information (e.g. manufacturing processes,disassembly processes)

information about sustainable design strategies (e.g.reuse of materials).

access to relevant tools, (e.g. LCA, Ecodesign web)

information about implementation methodologies

(e.g. processes for implementing environmentalpolicies in company such as EMAS)

Any SME that is going to try and implementSustainable Design needs clear and conciseinformation, but this is not always the available. Thereis confusion among Mexican SMEs, regardingenvironmental issues, due to the great array ofconcepts and disparity of opinions in terms,



certifications and processes (Barrera, 2001; Romo,2003; Cevallos, 2004; Gallagher and Zarsky, 2004). Inthe UK there is a similar situation; not all theinformation is entirely clear nor mainstream, althoughthere are more sources of information.

In the UK information is provided in a number ofdifferent ways, via; workshops, websites, one-to-onemeetings and guidebooks. Also, in the UK, the customof making public the success of the sustainabilitymeasures is widespread and the benefits they bringcompanies in terms of education, are recognized(Lofthouse, 2004). These public reports act asadditional sources of information. In Mexico the modesof delivery are via magazine articles, one-toonemeetings and workshops held by the support network(GTZ-Canacintra, CMP+L and CONIECO), though itshould be noted that accessibility to these is verylimited. In terms reporting, in Mexico it is not commonpractice to publicizecase studies, except if, like in thecase studies used in this research, they are compiledby one of the support networks.

It also should be noted that the European Union,through one of their websites, offers a web toolkitdedicated to this purpose (European Commission,2004).

This site was created with the purpose of findingalternative ways to reach SMEs and provide them withtools suited to their needs (Mller and Erdal, 2003).The web toolkit provides a thorough explanation in the




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form of small nuggets about the EMAS (Eco-Management and Audit Scheme) certification and ingeneral, how to start to implement Sustainable designmeasures. It also includes summarized case studies,classified per sector and country, to serve asexamples. There is no parallel to the EMAS web

toolkit on the Mexican side.

Despite the variety of sources, some British SMEshave reported difficulties in accessing reliable andrelevant information for their particular needs (Smith,1999). According to Lofthouse (2005), one of theconsistent problems that designers have, is thatusually the information is scattered, requiring valuabletime to find and study it. This is likely to be a problemalso experienced by SMEs. Although solutions aimedtoward this particular issue are being developed in theform of web based tools, it is still necessary to studyand determine if the SMEs are really aware of theexistence of these tools.

Compared with their British peers, many employees inMexican SMEs have to work with outdated equipment

and the companies do not always have access to theInternet. Nevertheless it looks to be a feasible optionto provide information.

According to the Mexican Association of Internet(AMIPCI, 2006) in 2005, 42% of computers withinternet access, belong to Enterprises. While it is stillexpensive for some sectors of the population to haveaccess to web, it is also true that it is becoming a very



important tool. In fact, the few case studies foundduring the research, were published in digital format.

5. ANALYSISBy studying the experiences of a wide range of SMEsit has been possible to identify a range of common

barriers which impede the implementation ofsustainable design. The following barriers wereidentified as being common to both Mexican andBritish SMEs:

A lack of a clear and unified concepts terms,certifications and process regarding environmentalimpact and Sustainable design measures.

A Lack of resources, either internal (enough capitalto undertake the process) or external (governmentalsupport).

The fact that there are few active players that canoffer guidance to them in the application process. InUK, there are not enough professionals, but there aremore organizations in the support network.

A Lack of financial and technical support amongstSMEs. Although this is relevant to both contexts, it iseven more evident in Mexico.

Barriers which were identified as being specificallyrelevant to Mexican SMEswere:




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A lack of sources of information to acquireknowledge regarding the basic concepts ofSustainable design, the strategies, tools and benefitsassociated with them.

A Lack of enforcement of environmental policies. The

study has also identified that there are a number ofkey success factors which appear to contribute to thesuccessful implementation of sustainable designmeasures in SMEs. Common key success factorscommon to both British and Mexican SMEs are:

The view that sustainable design or the application ofenvironmental policies are a way of being competitive,increasing savings and becoming sustainable, leadingto increased income.

A sense of responsibility toward the community.

Commitment from the management to theapplication of sustainable measures.

Commitment to educate the personnel within the

company.

Constant measurement and improvement (Hall,2001).

Key success factors specific to the UK, appear to be:

Access to an active network of sources ofinformation



external pressure from the supply chain andconsumers Use of a relevant guide (e.g. Bovince used theSigma guide (Hall, 2001; The Sigma Project, 2003)).

Key success factors specific to Mexico, were

The will to challenge the cultural establishmentpredominant among the Mexican industry (Mexicancompanies see environmental regulations andimprovements, more as a requirement or a luxuryrather than a way to enhance their processes. (Romo,2003)).

The wish to participate in programs aimed to theprevention of pollution(CMP+L, 2001).

6. CONCLUSIONFrom this analysis, it can be concluded that thecurrent situation of among British and Mexican SMEsis quite similar. A key deficit appears to be the lack ofpertinent information and knowledge about

Sustainable design, how to raise environmentalawareness or how to reduce their environmentalimpact. Initial investigation suggests that the lack ofconcise, clear and organized information is one of thereasons that discourage SMEs from adoptingSustainable design measures. British SMEs seem tohave a suffered a similar problem in the past withaccessibility of information (Charter and Belmane,2000). Although their process is still ongoing, the




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current status of their progress reported in theavailable literature suggests that there is improvementin this particular area.

One of the biggest problems in Mexico, identified

during the research was the fact that little informationis freely available and it is too dispersed to be used inan effective way. Coupled with the language barrier,the excessive amount of similar terms and a lack ofawareness/ understanding, any effort to obtaininformation is hindered by confusion (Casalet, 1999;Barrera, 2001; Romo, 2003). Given the fragmentednature of Mexican support networks and the poorreach of governmental programs and the lack of

information available, the enforcement of sustainablemeasures among SMEs, cannot be expected. Fromthis, it is possible to conclude that, compared to theirBritish peers; Mexican SMEs do not have the accessto the same quantity of good quality, relevantinformation. Information that can help SMEs to reducetheir environmental impact and improve their socialimpact.

Based on the success of the SIGMA guidebook andwebsite, used extensively by Bovince and theapproach of using free guidelines for SMEs such asthe EMAS website (Mller and Erdal, 2003) it could beargued that information networks either in the form ofguidebooks or web based tools could help fill theknowledge gap of Mexican SMEs. Whilst supportnetworks can have a beneficial effect in terms ofguidance, online media appears to be one of the best



options for reaching SMEs, due to the increasingnumber of companies that are getting access to theInternet. These information networks could also helpto promote successful case studies which would help todemonstrate best practice to SMEs of how to applyenvironmental measures.

Although filling the information gap is not the onlyrecommended solution, it is possible to expect that animprovement in SMEs will be produced by providingthem with a starting point. Further research should beaimed to study this gap; investigating why there is initialreluctance from SMEs to apply environmentalmeasures in their process and assessing the qualityand quantity of the existing possibilities of knowledgetransfer; using the current British experience as aguide. This will establish a reference in order to be ableto evaluate the performance of future tools aimedMexican SMEs and studying the possible measures ofimprovement that could be taken.

This doctoral project will continue with further work,researching these particular issues among Mexican

SMEs. Qualitative data will be collected throughinterviews and questionnaires. These questionnaireshave the purpose of probing the opinion of MexicanSMEs regarding their needs, their current knowledge ofSustainable design, their interest in the topic and in anypossible tool developed in the future. The informationobtained from these questionnaires is going to bereported and used to develop the next stage of theproject.




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UAEM FAD Diseo Industrial A comparison of the Mexican& British SMEs and their

______________________________

M. En Arq. Jorge Eduardo Valds GarcsDirector

M. En A.P. Erika Rivera GutirrezSubdirector Acadmico

M. En Ing. Jaime Zuazo FigueroaSubdirector Administrativo

Dr. Jess E. de Hoyos MartnezCoordinador de Investigacin y Posgrado

M. en Val. Xavier Gaytn ZepedaCoordinador de Planeacin y Desarrollo.

L.D.G. Antonio Gonzlez GarcaCoordinador de Difusin Cultural

Arq. Felipe Conzuelo CaballeroCoordinador de Extensin y Vinculacin

M. En D.E.. Elizabeth Ramrez PrezLicenciatura en Diseo Industrial

Edicin 2010

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TRADUCIENDO DISEÑO SUSTENTABLE: Identificando manuales y sitios web adecuados para las Pymes Mexicanas