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Preserving Control in Trade Procedure Redesign - The Beer Living Lab

Globalization requires the European Union (EU) to reduce the administrative burdens for companies involved in cross-border trade if the EU is to remain a competitive economic zone. However, increasing efficiency and reducing administrative burden can easily conflict with the growing need for security, safety, health, fraud prevention and control. A key question then is how to ensure that when redesigning procedures for higher efficiency, effectiveness and trade facilitation, the desired control mechanisms are preserved and even improved? The e3-control methodology is being developed to cope with this challenge, however so far it has been implemented in parts only. In this paper we illustrate a holistic application of e3-control in the Beer Living Lab (BeerLL), an EU-funded pilot research project in the beer industry, to address a complex, real-life inter-organizational problem. Based on the application of e3-control in the BeerLL we reflect on: (1) the usefulness of e3-control to address complex interorganizational real-life problems; (2) the process of applying e3-control; (3) the underlying concepts of e3-control; and (4) the use of Living Labs as a setting for evaluating design artefacts.