Companies that listen to markets outpace rivals in green product launches

A new study reveals that firms excelling at green innovation don't just develop sustainable products—they stay attuned to market demands while doing it. The finding suggests that responsiveness to customer needs, not sustainability credentials alone, drives commercial success in the competitive green economy.

Originaltitel: A market-focused RBV on green product innovation: Detailing the relationships between market responsiveness, green product innovation and new product performance