The research conducted case studies of five global companies, analyzing over 100 interviews and corporate documents to understand how sustainability drives innovation. These companies reframe sustainability as strategic growth rather than mere compliance, collaborating with lead customers and partners to foster new solutions. They engage various stakeholders and integrate business functions like finance, emphasizing the importance of collective industry transformation. Challenges include maintaining traditional performance metrics while addressing complex environmental goals that extend beyond a company’s control. For instance, companies like W.L. Gore and Renewcell demonstrate that balancing sustainability with cost and quality is crucial. To achieve success, companies must innovate beyond their boundaries, partnering with diverse organizations to simultaneously enhance sustainability and address systemic constraints in their value chains. This requires rethinking innovation practices and forming coalitions around shared sustainability objectives, leading to significant opportunities for strategic renewal and market expansion.
👉 Pročitaj original: MIT Sloan Management Review
