Competitive advantage through sustainable product development in construction
A Corus case study

Page 4: Aims, objectives and adding value

Working from its conclusions Corus has set out what it wants to achieve in a vision for sustainable construction.

'Corus aims to create valued added products and services to promote steel intensive commercially viable buildings. Through advanced design and technology we will improve the quality of life in society whilst enhancing the life-cycle credentials of the built environment.'

Corus regards it as important for all staff to know the direction towards which they should be going, and vision statements are used as an effective way of communicating this.

Added value is a key part of this vision statement. Corus' potential customers in the construction sector include businesses which own offices and other commercial property. These customers want, like Corus, to increase profit and therefore returns to shareholders. They can do this by:

  • extending the life of the building so they can earn revenue from it longer. The average life of a commercial property is currently only 20 years
  • reducing the costs incurred over the life of the building especially energy costs
  • earning more revenue from a workforce which is more content because of a better working environment.

Corus is developing solutions to add value for customers by helping them in all these three areas.

By examining the energy costs incurred over the life of an office block and its environmental impacts, Corus has identified larger opportunities for saving costs. This understanding will hopefully provide Corus with a competitive advantage. Corus is also trying to concentrate on solutions for reducing energy impacts during the 'use' phase of the life-cycle.

Corus | Competitive advantage through sustainable product development in construction

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