Accelerating twin transitions through a liminal strategy

A research with Barco to facilitate customer centric sustainability

Master thesis (2021)

Authors

P.R. Shah Industrial Design Engineering

Contributors

M.A. Voûte Industrial Design Engineering (mentor)
A.I. Keller Design Conceptualization and Communication - IDE (graduation committee member)
An Saveyn (coach)
Faculty
Industrial Design Engineering, Industrial Design Engineering
Copyright: © 2021 Priyanka Shah
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Published Date

30-09-2021

Language

English

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Faculty

Industrial Design Engineering

Abstract

The research on “Accelerating twin transitions through a liminal strategy”, with Barco explores the topic of customer centric sustainability. It addresses the problem of “How might we span the distance between representatives of Barco and the end customers (in the context of sustainability)?“. The proposed solution is a liminal strategy (bridging strategy) and a tactical manifestation of the strategy in the form of an AI-chatbot that facilitates integrated interactions. Unlike the other chatbots, this faces both Barco end customers and Barco employees. These interactions enable Barco to activate customers, collect timely customer input to create value, and make sustainability tangible for both customers and Barco employees. It demonstrates a way to give Barco competitive advantage while increasing Barco’s reputation to drive purpose and profit together.