Author: Alfred A. Marcus, University of Minnesota
• To what extent can competition between companies encourage innovations in sustainability that have the potential to solve some of the world's major challenges? Using a series of case studies, this book pits closely related competitors against each other to examine the progress in and obstacles to the evolution of sustainable innovations in energy efficiency, solar power, electric vehicles and hybrids, wind energy, healthy eating, and agricultural productivity. It delves into the efforts of Tesla Motors to bring about a revolution in personal transportation, and the challenges Toyota and General Motors (GM) confront in commercializing hybrids. It explores the movement to healthy food by cereal companies General Mills and Kellogg's, and depicts the battles between Whole Foods and Walmart for the world's palate. By examining the experiences that particular businesses have had with sustainable innovation, this insightful book reflects upon lessons learned and encourages readers to think carefully about the challenges that lie ahead.
• Twenty open-ended, interrelated cases are used to examine the ongoing challenge of achieving sustainable innovation in some of the world's largest and most prominent organizations; readers are encouraged to join the debate
• Covers the main activities in the evolutionary stages of innovation, including funding and business model testing, coping with shifts in external conditions, finding new customers and moving sustainable innovations to the mainstream
• Comprehensively covers questions of which sustainable options are the most promising for investors, and at which stage - early or late - they should back new sustainable companies: in-depth analysis of the choices made by Khosla Ventures and KPCB, and by Intel Capital and Google Ventures