Strategies for Sustainable Technologies and Innovations
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Strategies for Sustainable Technologies and Innovations

Edited by John R. McIntyre, Silvester Ivanaj and Vera Ivanaj

Expert contributions examine the contextual factors that affect implementation of more sustainable technology and innovation practices, offering a number of empirical methodologies to describe and explain these multidimensional influences. What emerges is a compelling argument in favor of balanced strategies that merge profitability concerns with ecological consciousness, allowing for controlled sustainable development and stable, long-term economic success. Discussion of companies in both developed and emerging countries makes this book useful on a truly global scale.
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Chapter 13: Sustainable development, a new source of inspiration for marketing innovation? Focus on five major trends and one innovative project in customer relationship marketing

Gaël Le Boulch and Rémy Oudghiri


Even though US (United States) policies adopted by the Obama administration have helped stimulate international momentum for sustainable development, the number of companies that are clearly positioned in this fast-growing market remains limited. Is this out of timidity? Fear of diving into a realm that will be difficult to control or overly regulated? Is there incompatibility with certain sectors (i.e. luxury products) and their underlying theme that is contrary to the pleasure principle? Despite this hesitation, a recent study conducted by LinkedIn (2009) pointed out the extent to which individuals are attentive to this issue and underlined the pessimistic image they have of the actions taken by companies in this regard. It is no longer a question of imagining ‘greenwashing’ initiatives of questionable durability, but rather of rethinking our business models from A to Z. The objective of this chapter is to present five paths developed by Ipsos as part of its Trend Observer research program, plus one specific case study. These elements do not address the difficult question of rebuilding our economic models but rather show that concrete actions are possible and have already been taken by large international groups under the condition that they completely rethink their visions about the future (Prahalad, 2006; Friedman, 2007; Elkington and Hartigan, 2008). They shed some light on possible opportunities for development in the realm of sustainable innovation.

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