In this article Ram Nidumolu, C.K. Prahalad and M.R. Rangaswami talk about the sustainability initiative of companies all over the world. Many companies are only willing to exert the bare minimum sustainability effort due to the supposed cost. In fact, companies complying with the highest sustainable standards are able to jump start innovations by taking into consideration five stages of change described in this article. With these stages of change in mind, companies will stop looking at sustainability as a hindrance and start looking at sustainability as growth potential and an innovation opportunity.
