A strategic design approach to develop sustainable product service systems: examples taken from the ‘environmentally friendly innovation’ Italian prize

The product service systems’ (PSS) sustainability potential is described in the framework of the new types of stakeholder relationships and/or partnerships, producing new convergence of economic interests, and a potential concomitant systemic resources optimization. In this perspective, it is argued that the design competencies should move towards those of the ‘strategic design’, thus introducing the concept of ‘strategic design for sustainability’: the design of an innovation strategy, shifting the business focus from designing (and selling) physical products only, to designing (and selling) a system of products and services which are jointly capable of fulfilling specific client demands, while re-orienting current unsustainable trends in production and consumption practices. Some examples of PSS are presented and discussed using the PSS categories ‘services providing added value to the product life cycle’, ‘services providing final results to customers’, and ‘services providing enabling platforms for customers’. The cases derive from an analysis of the ‘environmental friendly innovation’ yearly endowed prize submissions. The Politecnico di Milano University together with the Bocconi University and Legambiente (an environmental NGO) promotes the initiative in Italy.