Download Innovating for Sustainability: Green Entrepreneurship in by Luca Berchicci PDF

By Luca Berchicci

One of the demanding situations met by means of eco-friendly marketers and product builders who've attempted to increase extra sustainable items is that efforts to have greater items in environmental phrases don't regularly translate into powerful company instances. the aim of this ebook is a greater realizing of the consequences of environmental matters in new product improvement. via an empirical examine within the human powered car zone, Luca Berchicci examines how and to what volume the environmental ambition of product builders and bosses impacts the best way new services are constructed. the certainty of this phenomenon is very vital due to the fact that managers are inspired and/or encouraged to adopt environmental new product improvement initiatives.

From the descriptions and analyses of the 2 situations learn Luca Berchicci means that a excessive point of environmental ambition raises the complexity of the product innovation procedure. in addition, a excessive point of environmental ambition may perhaps abate a product innovation method since it could lead the builders clear of the industry that their product is to serve. hence, this ebook makes an attempt to provide an explanation for and are expecting how environmental ambition impacts new product improvement procedures. This declare presents a theoretical contribution to present learn in either product innovation and eco-friendly product innovation. furthermore, this ebook presents an unique and deep perception at the various aspects of greening.

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Extra info for Innovating for Sustainability: Green Entrepreneurship in Personal Mobility (Routledge Studies in Innovation, Organization and Technology)

Sample text

2005; Garud & Karnoe, 2001). From this perspective, the bricolage approach may create superior, radical products through incremental steps. The bricolage concept can be illustrated by this quote from a 3M director: “our approach is to make little, sell little, make a little bit more . . big ends from small beginnings . ” (Peters & Waterman, 1982: 231). These two approaches may have a moderate effect on the management support and team coordination. A breakthrough approach may even increase the likelihood of management supporting a failing project.

It is a bicycle that allows the rider to sit in a reclining position instead of leaning forward. Beside the sitting position, design, balance, the steering systems and the wheel bases are different on recumbent bikes. There is great variety in how the recumbent bikes may look: using standard bicycles wheels, or 30 Product innovation using one or more smaller wheels; and steering can be placed either above or below the seat. Moreover, there are few standardized parts for recumbent bikes, increasing the complexity of the product.

During the NPD process, the project is evaluated according to performance judgments that influence the go/no-go decisions. , 2003). , 1998). A low performance threshold means that key actors enthusiastically support a new project even in cases of poor performance. This implies a higher level of management support, regardless of how well the project performs. In contrast, a high performance threshold may lead to a premature termination of a new project that is considered not to be aligned with the core business.

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