2009-09-06
Why Sustainability Is Now the Key Driver of Innovation. By Ram Nidumolu, C.K. Prahalad and M.R. Rangaswami, Harvard Business Review, September issue. "The quest for sustainability is already starting to transform the competitive landscape, which will force companies to change the way they think about products, technologies, processes, and business models. The key to progress, particularly in times of economic crisis, is innovation. Just as some internet companies survived the bust in 2000 to challenge incumbents, so, too, will sustainable corporations emerge from today's recession to upset the status quo. By treating sustainability as a goal today, early movers will develop competencies that rivals will be hard-pressed to match. That competitive advantage will stand them in good stead, because sustainability will always be an integral part of development." Full Article, PDF, 16 pp.
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