University of Vaasa - Vaasan yliopisto

FROM COMPLIANCE TO NEW RESPONSIBLE
BUSINESS OPPORTUNITIES - EMERGING BUSINESS
MODELS IN CHEMICALS INDUSTRIES
Abstract
Markku Anttonen & Eeva-Lotta Apajalahti
298
Companies have widely accepted the concept of CR in its broad sense. This is seen in increasing
number of CR reports and different standards directed to and adapted by companies. Alongside
this CR reality the theory and practical business development is evolving to concern the
questions of CR Innovation. In this paper we present some evidence of the expansion of
corporate responsibility towards CR Innovation and new business opportunities this change has
created for companies within the chemicals industry. As an example we describe the chemical
management services as potential device for more sustainable chemicals industry. The BASF
Success -business unit which offers a variety of chemicals safety related services can be
characterized as a new type of innovative business model. In the service eco-efficiency and social
responsibility issues are combined and thus different aspects of sustainability are covered. With
this case we want to open discussion to further study.
Key words: CR Innovation, Business Models, Chemical Industry, Chemical
Management Services, BASF
Introduction
In this paper we present the idea that our western, industrial, business - to -business
markets need Corporate Responsibility (CR) innovation and it is possible to develop
new business models that should be seen as CR innovations. We show that new,
innovative business solutions such as chemical management services are in the
market and should be connected more explicitly both in practice and research to CR
context as the BASF Success case shows.
Recent CR research literature in corporate responsibility innovation has gained
weight and become a focus for defining and conceptualizing. In this paper we
understand innovations as any product or service, process, marketing and
organizational innovation “that is new or significantly improved with respect to its
characteristics or intended uses” (OECD 2005). In addition to OECD Oslo Manual‘s
(ibid.) we are in line with Rennings (2000) that innovations can be social (new ways
of organizing our daily lives) and cultural, i.e. a novel way to perceive our lives in
relation to nature and other human beings. The general OECD (2005) definition of
different types of innovations does not concern ethical, ecological and social aspects
of innovations. We see that in the context of corporate responsibility innovations
have to have contribution to the different aspects of sustainability – i.e. ecological,
social and economic feasibility of our communities and society. CR we understand
in a similar fashion as Halme, Roome & Dopers (2009) meaning all activities done