Paths to Success for Green Product Innovation: What do we know so far and where do we go from here?
|Dr. Ashish Pujari, Ph.D.|
Associate Professor of
Phone: 905.525.9140, extension 27635
|With the emergence of sustainability-oriented innovation paradigm, and the acceptance of making the business case of environmental sustainability, more substantive changes are beginning to surface. In light of the largely anecdotal evidence on green product innovation in business, discussion will focus on what proven paths companies and researchers have unearthed so far to make GPI successful as well as where do we go from here. In the past 10 years, research in the greening of new product development process have unraveled several sustainability-oriented activities GPI projects such as product design for environment/ life cycle analysis, stakeholder engagement, supplier involvement for environmental responsiveness and cross functional coordination between NPD professionals and environmental specialists. Researchers have found mixed results on the determinants of market success of green product innovation. Overall, our understanding is rather limited on what works and what doesn’t with respect to green product innovation.|
There are many areas where more attention is needed by researchers to better understand the paths to success for green product innovation. The discussion will focus on the following areas that have been identified in the current SSHRC-funded research being undertaken: