Abstract
This article reports on an in-depth multiple case study into the adoption of green modular innovations in the housebuilding sector. This adoption of green modular innovations is important because it enables a substantial improvement in terms of sustainable building. For this study, three modular innovations were selected – a modular renewable energy system, a modular bathroom pod and a modular photovoltaic roof. The multiple case study helped to identify ten variables that influence the adoption of these modular innovations. A closer analysis also revealed interrelations between several of the identified variables. Based on this analysis, four paths leading to the potential adoption of green modular innovations were identified. For each path, propositions were developed. These paths enable one to explain how and why green modular housing innovations are adopted. From these findings we derived clear managerial and policy implications while future research directions are also addressed.
Highlights
Reducing energy consumption and CO2 emissions are increasingly important cornerstones of sustainable policy development for govern ments and industry around the world to address grand societal chal lenges related to sustainability, climate change and energy security
In order to fill this gap in the literature, we address the following two research ques tions in this paper: 1) What determining factors and mechanisms influence the adoption of green modular innovations in the housebuilding sector?
As the added value of the green modular innovations considered in this study are intangible per formance improvements or a new experience, and they are at an early stage of adoption, suppliers and contractors need to find alternative and innovative ways to let end-users experience the advantages of these products
Summary
Decoupling implies that changes in one sub system do not require changes in other interfacing subsystems (Baldwin and Clark, 2000) provided they remain within the boundaries of the interface specifications initially established (Hofman et al, 2016) This allows firms to select modular innovations and use them in combination with other unchanged subsystems to configure a new and improved overall system. Product modularity has the potential to sub stantially improve product and process sustainability by facilitating access to individual modules and components of the product system, thereby facilitating refurbishing, re-use and recycling (Chung et al, 2014; Kimura et al, 2001; Ma and Kremer, 2016; Okudan Kremer et al, 2013) This is especially relevant for modules that age more rapidly than parts they interface with, or that improve faster, for example due to higher innovation clock speeds, than other parts leading to an oppor tunity for modular upgrades of the system
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