Cradle to Cradle — Designing Beyond the Three Rs

摘要

What would you say to a business strategy that applies to research and development, supply chains, operations, and meeting market demand, that also has the potential to inject innovation (in products and services), provide product and brand differentiation, make tangible corporate social responsibility (CSR), extend customer relationships, increase competitive advantage, and reduce liability and regulatory costs? It may sound like business in Shangri La, but McDonough Braungart Design Chemistry, LLC (MBDC) claims that all these business benefits may be pursued by applying Cradle-to-Cradle (C2C) design principles. MBDC is a product and process design firm founded in 1995 by architect William McDonough and chemist Dr. Michael Braungart to facilitate what they call the "Next Industrial Revolution" through the C2C design framework.