How Marketplace Economics Can Help Build a Greener World

How Marketplace Economics Can Help Build a Greener World

green marketplace economicsConsumers now have little information about the true ecological impacts of what they buy. But that may be about to change, as new technologies that track supply chains are emerging and companies as diverse as Unilever and Google look to make their products more sustainable.

Sustainability is a Key Driver of Innovation

In the September issue of Harvard Business Review, authors Ram Nidumolu, C.K. Prahalad, and M.R. Rangaswami provide a framework for adopting sustainable practices to bring about technological and organizational innovations that will ultimately yield top-line and bottom-line returns, providing a competitive advantage when the recession ends. They feel that sustainable companies will emerge from the recession ahead of their competitors, who will face difficulties trying to catch up.