Conference Agenda

A research project conducted in a major appliance company investigates how Ecodesign, when implemented through a design-led and cross-functional process, can evolve from a technical activity into a catalyst for organisational transformation. The study examines the application of a company-specific Ecodesign tool designed to guide product development teams and support adaptive change. A conceptual framework integrating Design-Led Innovation, Dynamic Capabilities, and the Multi-Level Perspective is adopted to interpret how design mediates learning across functions. The paper focuses on the Seize phase, when Ecodesign is integrated into new product development routines through pilot projects. These pilots act as experimental settings in which cross-functional teams apply the Ecodesign tool to align design decisions with sustainability objectives, fostering the integration of new practices, routines and collaborative capabilities. The findings highlight major barriers and emerging opportunities to further scale Ecodesign implementation and build organisational readiness for sustainability-oriented transformation.