As part of the REDiRECT project dissemination activities, on June 20, Ulpiana Kocollari, Francesca De Canio, and Bernardo Balboni presented a scientific contribution to the R&D Management Conference 2023 – Responsible and Responsive Innovation for a Better Future, held in Seville from June 17 to 21, 2023.

The article, entitled “Critical factors for sustainable circular value chains: investigating the role of technology as an enabler of sustainable reputation,” addresses the issue of corporate sustainability from a value chain perspective, with particular reference to the ceramic tile industry. The contribution is part of the international debate on the role of responsible innovation and the need to integrate sustainability and competitiveness into industrial models.

The research starts by measuring corporate reputation linked to sustainability, analyzed along the entire value chain. Through an integrated analysis approach, the authors highlight how sustainability is not attributable to individual corporate practices, but depends on the interaction between different actors and stages of the production chain.

The results of the study show that, in the ceramic industry value chain, economic sustainability and social sustainability are particularly important factors in building corporate reputation. These dimensions emerge as key elements in stakeholder perception and in the competitive positioning of companies.

Another central aspect of the contribution concerns the role of technological innovation. The research highlights how a strong focus on innovative technologies reinforces companies' sustainability efforts, acting as an enabling factor for the development of circular and more resilient value chains. Technology is therefore interpreted not only as an operational tool, but as a strategic lever for integrating sustainability and reputation.

The presentation at the R&D Management Conference 2023 was an important opportunity for discussion with the international scientific community, contributing to the dissemination of the REDiRECT project results in a high-level academic context. The contribution strengthens the link between research on sustainability, technological innovation, and business model analysis, offering useful insights for companies and researchers.