Interview guide 1
Julian Marsili – Global Brand Director Carlsberg Role in Green Fibre Bottle project
1) For how long have you been employed at Carlsberg and what is your current position at Carlsberg?
2) What is your relationship to the Green Fibre Bottle project? How were you involved in the project?
a) What was your role in this particular project?
b) Which meetings did you join?
c) Who were the main partners you interacted with?
The Green Fibre Bottle Project
3) What is the purpose for the Green Fibre Bottle project?
4) How would you describe the outcome of the Green Fibre Bottle for Carlsberg so far? What benefits did the project generate for Carlsberg and its brand?
5) In your eyes, how does the Green Fibre Bottle innovation fit in with Carlsberg’s overall strategy and your brand strategy?
6) What would you say is the role of Carlsberg’s brand purpose in these innovation projects?
Brand & Innovation Relationship
7) How would you describe the relationship between the brand and Carlsberg’s innovation activities?
8) Have there been instances where input from the branding team inspired or guided the innovation processes for the Green Fibre Bottle project? Explain how.
9) What is the relationship between innovation teams and branding teams?
a) How much do you work together with innovation departments?
b) What and how do you communicate with each other?
c) At what stage of the innovation process is the branding team involved?
Brand & Innovation Network
10) Could you tell us about a situation when Carlsberg’s brand purpose/vision/values were mentioned to external innovation partners like the DTU and Paboco and why
11) How would you describe the role of the brand and in particular the brand purpose when collaborating with external partners?
Branding & Purpose
12) How would you describe Carlsberg’s brand identity?
13) What is the core of Carlsberg’s brand identity in your opinion?
14) How do you define the concept of purpose for Carlsberg?
15) What is Carlsberg’s brand purpose, vision and promise? And how are they related?
16) How do you communicate the brand purpose internally & externally?
17) What do you think are the challenges in fulfilling the brand purpose?
18) How does Carlsberg’s brand purpose fit with its innovation projects you know about?
Closing
19) Is there anything else you would like to add?
Interview guide 2
Sam Wainwright – Global Brand PR Manager Håkon Langen - Packaging Innovation Director
Simon Boas Hoffmeyer - Senior Director, Sustainability & Communications
Role in Fibre Bottle Project
1) For how long have you been employed at Carlsberg and what is your current position?
2) What are your key responsibilities?
3) What is your relationship to the Green Fibre Bottle project?
a) When did you get involved?
b) What was your role in this particular project?
c) Who were the main partners you interacted with?
Overview of the innovation process
4) Can you give me the story of the Green Fibre bottle innovation process?
a) How was the project initiated?
b) Where did the idea come from?
c) Why was the Green Fibre Bottle selected as a promising project?
5) Can you explain the current status of the innovation?
Expectations & Stakeholder Co-creation capabilities & processes
6) What was the purpose of the Green Fibre Bottle project? Why did Carlsberg initiate this project?
a) How would you describe the purpose and the shared vision of this project?
b) What are/were the expectations towards the project?
7) Carlsberg appears to cooperate with external stakeholders in the Green Fibre Bottle Project.
a) Can you tell us why you involved external stakeholders?
b) What were the challenges in finding the right partners?
c) When external partners joined where there any divergent ideas and expectations for the Green Fibre Bottle project between Carlsberg and the innovation partners?
d) What did you do to manage conflicting expectations/goals/ideas across the different organisations?
e) What role did the higher purpose of the project play in aligning the teams?
8) Let’s focus on the collaboration between you and your innovation partners.
a) What worked particularly well?
b) and what did not work at all?
9) In your opinion what were the critical success factors for collaborating with the other partners?
10) How did you utilize the knowledge created within the network?
11) The relationships for the Green Fibre Bottle project must involve a lot of trust. How did you manage to continuously establish trust between you and your innovation partners?
Hurdles & Challenges
12) Could you describe the main challenges and hurdles in the project? How did you overcome them? Tell me about a period that was particularly hard?
13) Did you have to rethink or change current organisational structures, processes?
Roles in innovation network
14) What is Carlsberg’s role in this innovation network?
15) Can you describe the roles of the other partners?
16) How did you agree on these roles?
Branding & Innovation
17) How does the Green Fibre Bottle project fit in with what Carlsberg wants to do strategically? And how does it fit with Carlsberg’s identity, values?
18) Have you ever talked about Carlsberg’s brand purpose with external innovation partners or internal innovation teams? If so when and why?
19) Could you tell us about a situation when the brand purpose and vision was mentioned to external innovation partners and why?
20) What was the relationship between your team, the branding team and the innovation team?
a) How much do you work together?
b) What and how do you communicate with each other?
Closing
21) How would you describe the outcome of this project for Carlsberg so far? What benefits did the project generate for Carlsberg?
22) Is there anything else you would like to add?
Interview guide 3
Michael Michelsen - Business Development Manager, Paboco Mattia Didone - PhD Student, DTU
Personal Role in Fibre Bottle Project
1) For how long have you been employed at your company and what is your current position?
2) What is your relationship to the Fibre Bottle project?
a) When did you get involved in the project?
b) What was your role in this particular project?
c) How long have you been working on the project now?
d) Who were the main partners you interacted with?
Paboco’s Role in the Fibre Bottle Project 3) How did Paboco emerge?
4) Why did you enter the collaboration?
5) What’s Paboco’s role in this innovation network in relation to the other partners?
Project Purpose & the role of the brand
6) What was the purpose of the Green Fibre bottle project?
7) How would you describe the shared vision of this project?
8) Did Carlsberg communicate its vision, strategy or purpose to you? When and how did Carlsberg do so?
Stakeholder Co-Creation
10) How would you describe the overall innovation process of the Green Fibre Bottle project?
11) What value does Paboco add in the innovation process?
12) Which routines or structures did you establish to interact with the innovation partners on the Green Fibre Bottle?
a) How did you share knowledge between the main innovation partners? Could you explain what kind of knowledge-sharing tools or other online platforms you used?
13) What would you say were the success factors for collaborating with these different stakeholders?
a) What made it easy to collaborate with other project partners (Carlsberg included)?
14) What were the main challenges in the Green Fibre Bottle project?
a) What made it hard to collaborate with other project partners (Carlsberg included)?
b) How did you overcome these challenges?
15) The relationships for the Fibre bottle project must involve a lot of trust. How did you manage to establish trust-based collaboration?
16) How would you say your company culture is similar and how is it different from the cultures of your partners?
17) Can you tell us about a situation when you had competing interests and goals for the project with other innovation partners? How did you overcome these?
Closing
18) How would you describe the outcome of this project for Paboco so far? What benefits did the project generate for Carlsberg?
19) In summary, what do you believe are the key success factors for open innovation projects with a sustainability goal?
20) Is there anything else you would like to add?