How to innovate for a greener world (and make money)

  This is a guest post by Prof. Sergui Netessine. Sergui Netessine is the Timken Chaired Professor of Global Technology and Innovation at INSEAD, and Research Director of the INSEAD-Wharton. His current research focuses on strategic aspects of supply chain
management, incentives and contracting in supply chains. 

 

In the minds of both consumers and managers going green is typically