Chapter 11: Sustainable new product development
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Massive growth in attention to sustainability and calls for firms to be more considerate of their impact on the environment lead a growing number of firms to consider stewardship of the natural environment as a core part of their corporate agendas. Sustainable new product development (SNPD) requires the integration of sustainability issues into the product development process in a profitable way. Many new products, such as low emission vehicles and energy-saving appliances, are now launched with a primary emphasis on sustainability-related attributes. This chapter discusses SNPD and its roots in corporate environmentalism, its manifestation as a component of a corporate social responsibility initiative, the market opportunities and regulatory forces that impact its development, the role of top management in encouraging SNPD, stages in the process of SNPD, utilization of cross-functional teams in SNPD, the role of the environmental specialist in these teams, and other related topics of emerging importance to academics and practitioners.

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