The innovation high ground: Winning tomorrow's customers using sustainability‐driven innovation

Abstract

Purpose

To explain “sustainability‐driven innovation”.

Design/methodology/approach

This briefing is prepared by an independent writer.

Findings

Claims that “sustainability‐driven innovation” is set to be a trend in innovation for the future, and a successful one.

Practical implications

Highlights the good and bad points to “sustainability‐driven innovation”. Explains the theory and offers some examples of successful implementation.

Originality/value

The paper is an independent piece based on a recent report by Arthur Little. Gives a good overview of “sustainability‐driven innovation” and how it can and does benefit business.

Citation

(2006), "The innovation high ground: Winning tomorrow's customers using sustainability‐driven innovation", Strategic Direction, Vol. 22 No. 1, pp. 35-37. https://doi.org/10.1108/02580540610635942