1.

Name:
2. The Case: Cradle-to-Cradle Design at Herman Miller: Moving Towards
Environmental Sustainability
3. Client: Herman Miller
4. The critical challenge faced by the client are following:
a) Use of PVC for arm-pad skins
b) Getting suppliers on board with regard to implementation of C2C
design methodology
c) How to get the used chairs back into the loop for recycling
Out of the above mentioned challenges the first one is of prime
importance and needs immediate attention.
5. The major stakeholders according to my understanding of the case and
their respective concerns are as follows:
Stakeholders

Concerns and Interests

Herman Miller and its officials

Environmental sustainability
is the prime objective of
Herman
Miller.
Their
concern is to successfully
implement
the
C2C
approach in design and
manufacturing
of
Mirra
chair.
Due to the use of cradle-to
cradle
approach
in
designing the Mirra chair, a
lot of new materials need to
be sourced. Suppliers are
required to disclose their
product
configuration.
Changes in the formulation
or on many occasions
completely new materials
are required to be supplied.
Mirra chair is one of the first
products
designed
according to the cradle-tocradle
approach,
the
success of this product will
determine the future of C2C
approach.

Suppliers

MBDC

6. The challenge being faced by Herman Miller is whether to use PVC for armpads or not. The root issue they need to resolve is to find an alternative for
PVC which is as efficient and economical as PVC, develop new tooling and
assembly line suiting the new material or modify the existing one.

7. The various possible options to resolve the challenges are:

a) Search for newer materials which can be effective replacements for
PVC and in the longer run develop new materials which have better
performance than PVC and are cheaper
b) Continue with PVC as the production line has already been designed
according to PVC arm pads. Also the switching cost from PVC to any
new material will be high in terms of revamping the supply chain.
8. I would recommend Herman Miller to replace PVC with the new material
TUP at the same time continue their research to find a better substitute. To
support my recommendation I would like to bring to fore the following
arguments:
a) According to the DeF scorecard 91% of material chemistry by
weight falls within the green and yellow categories. By making only
one more material adjustment the recyclability can be increased to
100%.
b) Perception is a powerful driver in any industry, and the use of PVC in
Mirra chair will be a threat to that image of environmental
consciousness that the company has created for itself so
painstakingly.
c) PVC produces toxins during its manufacturing process. This will not
only harm their employees health, but also damage the
environment.
d) PVC releases toxins in a fire. This makes it a high risk material for
office equipment and furniture
e) Herman Miller has always adopted environmental sustainability as
part of its core value. Since PVC is not environmentally friendly, and
against Herman Millers dedication towards sustainable design, it
should not use PVC, as it will damage its brand.
9. In order to implement the endeavour successfully Herman Millar might
face some hurdles which need to be addressed. First, there might be
issues regarding vendors and suppliers. This can be solved by letting the
suppliers know the tangible benefits of the undertaking and educating
them about the benefits of C2C design methodology. Second, the company
might face issues in terms of closing the loop. It will not easy to develop
competency to collect the used chairs and dismantle them for reuse. The
company needs to develop a separate mechanism to collect the used
chairs and bring them back to the manufacturing cycle. Third, the
company may use TUP for the time being as there is no better option, but
it needs to search for cheaper and more efficient replacements of TUP for
future use. They also need to improve the DeF score by working on other
components of the product. At present the DeF score is 61%.