Sustainabilty is the key to innovation success

Posted on: August 24, 2009

The words,sustainability and innovation have a certain synergy in today’s environment and writing in the forthcoming Harvard Business Review,Ram Nidumolu, C.K. Prahalad and M.R. Rangaswami argue that

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

They argue that only companies which make sustainability a goal will achieve competitive advantage and that will involve re thinking the business model as well as new technologies,products and processes

Their studies have shown that enterprises go through a five distinct stages of change

1) viewing compliance as opportunity;
2) making value chains sustainable;
3) designing sustainable products and services;
4) developing new business models; and
5) creating next-practice platforms.

You will need to subscribe to the review for a full rundown but the authors have kindly left some thoughts on some of the obstacles to the process.

In particular that

It’s better to start from the future. Once senior managers establish a consensus about the shape of things to come, they can fold that future into the present


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