Greenpeace’s ‘Greenfreeze Campaign’ (original) (raw)

Springer eBooks, 2001

Abstract

ABSTRACT Motivating industry to adopt environmentally sustainable technologies is a critical challenge. Hart and Milstein (1999) equate the process to that of Joseph Schumpeter’ s (1934) concept of `creative destruction’, defined as revolutionary changes that simultaneously destroy the established economic system from within and create new markets, industries, and organisational relationships. In the environmental arena, leapfrogging over existing unsustainable technologies requires visionary entrepreneurship from `maverick’ firms who potentially can unseat established firms through innovations that create new sustainable technologies, markets, and industrial structure. Creative destruction is inherently threatening to incumbent firms who are likely to resist radical technological changes and act in ways to preserve their market positions and profits.

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