Why Sustainability is now the Key Driver of Innovation

Author
R.Nidumolu, C.K. Prahalad, and M.R. Rangaswami
Source
Harvard Business Review
Publisher
Harvard Business School Publishing
Publication date
September 2009
Type
Reports
Category
Responsible Supply Chain Management
SRI/Sustainable Finance
Sustainability and the Business Case
Discipline
Organisational Behaviour
Strategy
Language
English
Link
Why Sustainability is now the Key Driver of Innovation
Free/Pay for content
Free
 

Briefly, this research describes that:

  • Sustainability isn't a burden on bottom lines that many executives believe it to be. In fact, becoming environment-friendly can lower your costs and increase your revenues.That's why sustainability should be a touchstone for all innovation.
  • In the future, only companies that make sustainability a goal will achieve competitive advantage. That means rethinking business models as well as products, tecnologies and processes.
  • Becoming sustainable is a five-stage process, and each stage has its own challenges. The report highlights how to tackle them and emerge from the recession ahead of the pack.
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