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Why Sustainability Is Now The Key Driver Of Innovation

Nidumolu, Ram ; Prahalad, C K ; Rangaswami, M R

Harvard business review, 2009-09, Vol.87 (9), p.56

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Título:
Why Sustainability Is Now The Key Driver Of Innovation
Autor: Nidumolu, Ram ; Prahalad, C K ; Rangaswami, M R
Assuntos: Management of change ; Production planning ; Sustainability management
É parte de: Harvard business review, 2009-09, Vol.87 (9), p.56
Notas: content type line 24
ObjectType-Feature-1
SourceType-Magazines-1
Descrição: There's no alternative to sustainable development. Even so, many companies are convinced that the more environment-friendly they become, the more the effort will erode their competitiveness. Talk long enough to CEOs and their concerns will pour out: Making our operations sustainable and developing green products places us at a disadvantage vis-a-vis rivals in developing countries that don't face the same pressures. We've been studying the sustainability initiatives of 30 large corporations for some time. Our research shows that sustainability is a mother lode of organizational and technological innovations that yield both bottom-line and top-line returns. Becoming environment-friendly lowers costs because companies end up reducing the inputs they use. Enterprises that have started the journey, our study shows, go through 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. 5. Creating next-practice platforms.
Editor: Boston: Harvard Business Review
Idioma: Inglês

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