JOURNAL ARTICLE

Green Innovation Shows New Markets Don't Have to Be Disruptive.

  • Published In: Harvard Business Review Digital Articles, 2024. P. 1 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Kim, W. Chan; Mauborgne, Renée; Mi Ji 3 of 3

Abstract

The article discusses how companies can address environmental challenges while benefiting economically through innovative solutions. It highlights examples such as Bitcoin miners using excess gas for energy and a startup turning food waste into a revenue stream. These initiatives create new markets without disrupting existing industries, demonstrating a way to align business objectives with environmental goals for positive outcomes. The authors advocate for a nondisruptive approach to innovation that can lead to profitable growth while addressing environmental concerns. [Extracted from the article]

Additional Information

  • Source:Harvard Business Review Digital Articles. 2024/11, p1
  • Document Type:Article
  • Subject Area:Technology
  • Publication Date:2024
  • Accession Number:181242490
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