The evolution of the Cradle to Cradle model implementation within organizations

Lavinia-Cristina Iosif-Laz─âr

Student thesis: Master thesis


The following study represents the final Master Thesis exam for acquiring the MSc. Degree in International Business and Politics at Copenhagen Business School. Built upon a multiple case study analysis of three companies, this thesis investigates how the cradle to cradle (C2C) business model is dynamically implemented in routinized company activities. Each case company was analyzed in terms of the approach it took in integrating the cradle to cradle environmental paradigm into its operation. Findings suggest that several organizational routines are involved in applying the cradle to cradle principles. These routines have been grouped in cradle to cradle routine bundles. Throughout the C2C implementation process, evaluation, operationalization, communication, training and re-certification routines were included in the bundle of routines organizations use in adapting to the new model. By analyzing the findings through an evolutionary theory perspective, the bundle undergoes an evolutionary process of variation, selection, replication and retention. This research found that these evolutionary steps are intrinsically linked to the routines employed at that moment. The characteristics exhibited by these routines are also a contributing factor to the development of the evolutionary steps leading to the advancement of the whole C2C routine bundle. Research also found that routines dealing with re-certification by constant monitoring of own activities in accord with C2C principles as well as company external pressures lead to a greater retention of the newly developed routine bundle.

EducationsMSc in International Business and Politics, (Graduate Programme) Final Thesis
Publication date2012
Number of pages91