Reframing Chewing Gum Team

Management Innovation 3.0: Business Education

“Work Flow”

neut

ral

dat

a

Our research discovered the following data

Total number of sticks of chewing gum made

every year: 3.74 trillion

Total value of the entire

Chewing Gum Industry

$19 billion

Basic material is

synthetic rubber, the

same material used for

tires, shoe soles, etc.

First gum - 9 000 BC

100,000 Tons of chewing gum consumed each year;Demand still growing, mainly for non-sugar..

%50 of consumers are

adults; 50% are women.

nega

tive

- cau

tion

Used gum looks horrible on our

pavements

We recognised the following as the biggest problems:

Recycling projects have

failed due to not enough

gum being returned

70% are on the ground

The cost of cleaning up

used gum is ridiculously high

3 to 100 time more expensive then to buy it

Collected used gum is

burned or buried

There is no incentive to dispose of gum

responsibly

The chewing of gum is a

USELESS pastime

(most benefits can be

achieved in other ways)

grow

th -

crea

tivity

Reframing the problems led to these possibilities

Recycling projects

can be very

successful

There is a real individual

incentive to recycle/return

used gum

Chewing gum has

true benefits to the chewer

Used gum can look beautiful

Cleaning costs are minimal

Recycled gum is used again

emoti

ons

- fee

lings

Our feelings were mixed

Anger about state of our pavements Disgust at finding used gum

under tables and chairs

Hope for a better solution

Positivity about some

benefitsJust BAN it!!

everything has already

been invented

Not sure it is healthy

Antismoking

proc

esse

s - d

ecis

ion

mak

ing

We made several mindmaps…

proc

esse

s - d

ecis

ion

mak

ing

We have one real option: Recycling the used ones. However, recollection was the

problem.

• That is difficult and costly• Necessitates awareness• Demands collaboration with many stakeholders

Hurdles of Recollection of used

ones

• The chewing gum package could facilitate the drop of used ones

Recollection should be encouraged at

individual level

• Discount on next purchase when the used ones are returned to the store.

• Gum recycled!!

The recollection behaviour could be

enhanced by offering extra bonus

1

2

3

proc

esse

s - d

ecis

ion

mak

ing

Among a wide variety of options for recycled gum, We decided that :

- We should use recycled gum for the packaging of chewing gum;

- The package should have two containers, one to drop the used chewing gum;

- We should encourage disposal behaviour by offering bonus to the consumer

The recycle of chewing gum adds value to the environment.

Then we come into deeply thinking, and try to design

some solutions .....

grow

th -

crea

tivity

Simple addition to the outside of the packet which folds out for old gum

Ideas for containers:

With spring-loaded divider so that the old side gets bigger

when you take out a new piece)

Inside: old section – bag to hold chewed gum (pushed aside by new pieces initially)

Made of Plastic and if you can buy the train bubble chewing gum, blue vehicle is for reuse box, and yellow one is for new pieces for child to learn clean up

.The recycle of chewing gum links to the environment, links to our life, and will impact the future of human society. Then we come into deeply thinking, and try to design some solutions .....

proc

esse

s - d

ecis

ion

mak

ing

We decided on the drum container as it could be made from recycled gum

Returned drums get buyer 50% of next purchase

Local councils and governments to pay for shopkeepers to send used containers back for recycling (taken out of street cleaning costs)

posi

tive

- hop

e

Why this is great – our added value

Less waste disposed of

on streets

Recycled products used in all packaging

Buyer has an

incentive to return

Recycling made viable by amount returned

Market for a creative designers

Culture is changing

Clean Nature for our Earth

New containers will attract more customer

Cost issue are solved

Small project report of

Management Innovation 3.0: Business Education

Team

8 persons from 6 countries worked hardly on that project9 hours difference!6 online conferences

G+ Hangout or Skype(and once together)

Google drive folder of that assignment

contains 23 files of: ideas, spreadsheets,

mindmaps and presentations

Main source of information:

Google search + our heads

Mariko

Behice

Andr

ew LiliaJacqui Matrix

Konstantin

Tian

That was great experience!CHEW RENEW!