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15:30   New Roles II Chair: Pekka Huovinen 15:30 20 mins MODELLING COST AND QUALITIES FOR UNDERSTANDING STAKEHOLDERS EXPECTATIONS - CASE GUAYAQUIL-ECUADOR Alina Delgado, Frank DeTroyer Abstract: ABSTRACT Understanding of stakeholder’s expectations is a key concept for successful new housing projects. Stakeholders are satisfied when their objectives are achieved and best value for invested money is provided. Over the last 15 years Guayaquil Municipality invested in major urban renewal projects. Nevertheless there is still a great necessity for better quality of housing and urban projects for low and medium income groups of the population. For those major projects collaboration between different stakeholders will be required in order to mobilize enough funds, including: public sector, private developers and housing end-users. A better understanding of stakeholder’s roles in this specific context is essential in order to achieve their expectations regarding urban and housing projects. The aim of this study is to develop a simulation tool that will help different stakeholders to achieve those expectations. The methodology used includes cost-quality evaluations, based on people’s preferences and willingness to pay for housing characteristics. This study examines how the balance between increased costs and better qualities could evolve to a win-win situation between different stakeholders. The paper concludes with implications of the study findings on increased quality of projects, long term profitability for developers and the provision of better and affordable housing units for the users. Keywords: stakeholders; costs; qualities, profitability, affordability 15:50 20 mins RESIDENT-GROUPS TAKING OVER THE ROLE OF PROFESSIONALS, OUR NEW HOPE IN SUSTAINABLE-ENERGY REAL-ESTATE PROGRAMS Fred Sanders Abstract: For new Real-Estate developments in the Netherlands, as for existing housing stock, Kyoto follow-ups to reduce the carbon energy use in new developments by up to 50% in 7 years have been agreed between government and housing developers since mid 2008. An obstacle to these sustainable-energy programs is that these developers are bearing the costs, not the residents who get the benefits. Secondly, trend analyses tell that for a breakthrough of results projects on the level of numbers of houses, or households, are needed. Hence it is worthwhile to know under what conditions resident-groups will taken responsibility for sustainable-energy project-developments themselves up to a level at which role-change with the professionals involved can be realized. In autumn 2008 new qualitative research has been carried out with focus groups of residents. In focus sessions in two Dutch neighbourhoods residents were asked what incentives are needed for them to participate actively in sustainability. These results are compared with a recently performed rapid survey of Dutch eco-villages and a literature search on role-change to complete the picture. The conditions under which resident-groups will accept sustainable-energy programs are: they need to know what their financial benefits are before they will participate and they want to know the sustainability and reliability of the technical solutions offered. Strong push-factors are sustainability coupled motivations. Exiting pull-factors are improvement of the quality of life in neighbourhoods, of which green space is one of the most important issues. Then they will accept initiatives, group initiatives. Although their level of self management may be viable, they need help from the Real-Estate professionals, also Government can help to fasten the process by facilitating these push- and pull-factors. Keywords; sustainable-energy programs, neighbourhood-regeneration, people’s responsibility, real-estate development, role-change and sustainable integrated communities. 16:10 20 mins THE CHANGING ROLE OF AEC ORGANISATIONS TOWARDS INTEGRAL DESIGN Wim Zeiler, Perica Saanovic, Emile Quanjel Abstract: The building is no longer shaped solely by the will of an architect, but the design rather emerges from the necessities and requirements of the assignment. AEC organizations recognize the necessity of change and in the Netherlands the royal Dutch society of Architects (BNA) and the Dutch society of technical consultant (ONRI) support initiatives for Integral approach of the planning process. The BNA decided to support specific courses on Integral design in their program for permanent professional education. The final paper will focus on the changing role of AEC organisations. 16:30 20 mins CLIENT IDENTIFICATION WITH DESIGN AND THE ARCHITECTURE FIRM: SCOPING THE DYNAMICS OF IDENTIFICATION THROUGH DESIGN-LED VISUALIZATION Sofia Kioussi, Hedley Smyth Abstract: Whilst architectural and urban identity has been explored physically and sociologically, less attention has been paid to how clients and users identify with buildings and those behind the design. Recent brand management research into niche market architecture firms has demonstrated a significant yet unarticulated link between the architectural process and client identification. Clients identify with the design approach and the specific design solution for their facility. The stronger the design approach the stronger is the potential for identification through the design. Behind the strength of design is a design culture called design attitude and creatively structured organisation. The potential client, the client and users involved with the design process come to see the design attitude expressed in the designs as an expression of themselves, embodying self-image of who they are, who they think they are and whom they aspire to be. The psychology of this process has yet to be explored in architecture. Architects tend to focus primarily on the design and its delivery. They assign the service and responsive engagement of the client a secondary or implicit role. Neglect of the process of client identification also has to do with inadequate language to articulate such an exploration. An art historical tradition is applied to recent theoretical developments of images of brand culture. It is argued that the concept of transformational mirror of consumption is dominant, triggering co-value creation that accrues as personal or social capital to the client and as social capital to the firm. This can be applied with the concept of snapshot aesthetics and the visual language of architecture for different functions and in different markets. This analysis provides a language for scoping and understanding client identification. A conceptual basis for soliciting empirical data and interpreting the data for clients and users is the outcome in conclusion. This outcome can be broken down into specific data of significance and more general emergent patterns of identification. 16:50 20 mins THE MAINTENANCE CONTRACTOR AS SERVICES' AS INNOVATOR IN PERFORMANCE-BASED PARTNERSHIP Ad Straub Abstract: Long-term performance-based maintenance partnering focuses redesign, maintenance planning, construction and maintenance work by maintenance contractors. A major change within a performance-based approach compared to a traditional approach based on technical specifications, is contractors acting as engineering consultants to clients. Clients specify their needs in performance-based specifications for the new service life. The concept of performance-based maintenance can be seen as a service innovation. As a consequence of performance-based contracting maintenance companies implement innovations in their service concept, client interface and service delivery system to guarantee the quality of the services. The new service concept is most obvious in guaranteed setting of the wishes, requirements and expectations of the client. The traditional role of the contractors is extended by design questions, performance measurements and conducting customer satisfaction surveys. The execution of these activities demands additional competences and capabilities. Contractors need knowledge about concepts as whole life costing and net present values, (key) performance indicators, life cycle assessment, communication and empathy skills, and skills in dealing with end-customers in a client-friendly manner.