Subject category:
Strategy and General Management
Originally published in:
2023
Version: 24-Mar-2023
Length: 22 pages
Data source: Field research
Topics:
Innovation management; Sustainability innovation; Circular economy; Product design strategy; Collaboration; New product development; Sustainable design; Cross-sector partnerships; Strategic alliances; Innovation process; Toxin-free; Cradle to cradle; Certification; Eco-labeling; Environmental management system (EMS)
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Abstract
Werner & Mertz is a large family-run business and manufacturer of sustainable cleaning agents based in Germany. It is well known for its 'Frosch' brand in German-speaking markets and beyond. It became a world leader in the circular economy and the first European company in its industry to commercialize a gold-level cradle to cradle (C2C) product certification. This required to redesign their products and packaging for biological and technical cycles and to remove substances of concern much beyond legal requirements. The innovation journey was complex but ultimately successful. The case focuses on how this environmental pioneer adopted C2C in its innovation processes, established new collaborations across the value chain, co-developed radically new recycling technologies and related material streams in a cross-sector partnership, and changed its marketing paradigm for successful commercialization of circular products. As a pioneer in the industry, Werner & Mertz also had to wrestle with hesitant suppliers, dynamics in the partnership setting, insufficiencies in the certification standard, missing support of the new industry solution by competitors, and unsupportive policy contexts. This case has been made available free of charge.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2011-2022.Geographical setting
Region:
Europe
Countries:
Germany; Austria; Switzerland
Locations:
Mainz, Germany;Hallein, Austria
Featured companies
Werner & Mertz
Employees:
1001-5000
Type:
Privately held
Industry:
Household chemicals
Other keywords:
Detergents; Sustainability pioneer
EPEA Switzerland GmbH
Employees:
2-10
Type:
Self-owned
Industry:
Consulting and certification
Other keywords:
Cradle to Cradle certification; Sustainability consulting
ALPLA Group
Employees:
10000+
Turnover:
EUR 5 billion
Type:
Privately held
Industry:
Packaging
Other keywords:
Plastics packaging; PET; Recycled content; Family-owned business
Cradle to Cradle Product Innovation Institute
Employees:
11-50
Type:
Non-profit
Industry:
Certification
Other keywords:
Standardization body; Certification scheme
Der Grüne Punkt - Duales System Deutschland GmbH (DSD)
Employees:
201-500
Turnover:
EUR 561 million
Type:
Privately held
Industry:
Waste management
Other keywords:
Recycling; The Green Dot; Waste handling; Consumer household waste; The Yellow Bag; Der Gelbe Sack
Featured protagonists
- Andreas Brakemeier (male), Head of Research & New Technologies
- Immo Sander (male), Head of Packaging Development
- Reinhard Schneider (male), Managing Director and Owner of Werner & Mertz
- Detlef Matz (male), Sustainability Manager at Werner & Mertz
- Albin Kälin (male), CEO and Founder of EPEA Switzerland
About
Abstract
Werner & Mertz is a large family-run business and manufacturer of sustainable cleaning agents based in Germany. It is well known for its 'Frosch' brand in German-speaking markets and beyond. It became a world leader in the circular economy and the first European company in its industry to commercialize a gold-level cradle to cradle (C2C) product certification. This required to redesign their products and packaging for biological and technical cycles and to remove substances of concern much beyond legal requirements. The innovation journey was complex but ultimately successful. The case focuses on how this environmental pioneer adopted C2C in its innovation processes, established new collaborations across the value chain, co-developed radically new recycling technologies and related material streams in a cross-sector partnership, and changed its marketing paradigm for successful commercialization of circular products. As a pioneer in the industry, Werner & Mertz also had to wrestle with hesitant suppliers, dynamics in the partnership setting, insufficiencies in the certification standard, missing support of the new industry solution by competitors, and unsupportive policy contexts. This case has been made available free of charge.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2011-2022.Geographical setting
Region:
Europe
Countries:
Germany; Austria; Switzerland
Locations:
Mainz, Germany;Hallein, Austria
Featured companies
Werner & Mertz
Employees:
1001-5000
Type:
Privately held
Industry:
Household chemicals
Other keywords:
Detergents; Sustainability pioneer
EPEA Switzerland GmbH
Employees:
2-10
Type:
Self-owned
Industry:
Consulting and certification
Other keywords:
Cradle to Cradle certification; Sustainability consulting
ALPLA Group
Employees:
10000+
Turnover:
EUR 5 billion
Type:
Privately held
Industry:
Packaging
Other keywords:
Plastics packaging; PET; Recycled content; Family-owned business
Cradle to Cradle Product Innovation Institute
Employees:
11-50
Type:
Non-profit
Industry:
Certification
Other keywords:
Standardization body; Certification scheme
Der Grüne Punkt - Duales System Deutschland GmbH (DSD)
Employees:
201-500
Turnover:
EUR 561 million
Type:
Privately held
Industry:
Waste management
Other keywords:
Recycling; The Green Dot; Waste handling; Consumer household waste; The Yellow Bag; Der Gelbe Sack
Featured protagonists
- Andreas Brakemeier (male), Head of Research & New Technologies
- Immo Sander (male), Head of Packaging Development
- Reinhard Schneider (male), Managing Director and Owner of Werner & Mertz
- Detlef Matz (male), Sustainability Manager at Werner & Mertz
- Albin Kälin (male), CEO and Founder of EPEA Switzerland