By concentrating solely on the bulge of the bell curve, however, we are more likely to confirm what we already know than learn something new and surprising. (s. 44)
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This story is very different from one about ecoefficiency, solving technological problems, or getting the price right. (S. xix)
\n[...] unlike King's vision of a new future. the one notion related to sustainability that has received attention from powerful forces in government and business – sustainable development – is not actually a vision of the future. It is merely a modification of the current process of economic development. [...] Sustainable development is fundamentally a tool that suggests new means but still old ends – development remains at the core of this concept. (S. 5f.)
\nI begin with a new and distinctive definition of sustainability: The possibility that human and other life will florish on the planet forever. Flourishing is the key to a vision of a sustainable future, and this way of conceptualizing sustainability connects to every kind audience I have addressed. We must shift back to the flourishing fullness of \"Beeing\" from its impoverished modern form of \"having.\" (S. 6)
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Of particular interest are sustainabilityoriented product innovations: products are perceived to be a major source of sustainability issues and crucial for tapping into new customer segments and new markets. Yet sustainability-oriented innovations are very risky: Not only is the product’s market success uncertain, but also the direction of innovations’ sustainability effects, i.e. whether they contribute positively or negatively to sustainability. This paper presents a generic model termed ‘Sustainability Innovation Cube’ for structuring innovations’ sustainability effects and, thus, enabling business to minimize the ‘directional risk’ of sustainability-oriented innovations. A qualitative expert study reveals the opportunities and challenges related to the developed model. 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