How can organizations start developing competitive advantage? According to the work done by Jib Ellison and others at Blu Skye, make sustainability a key driver of competitive advantage. I think this is a really fantastic concept and one that is likely to gain more acceptance in the future.
Applying the sustainability lens will drive innovation in products and processes and make the world a better place. This will provide firms with new sources of value and at the risk of sounding trite - sustainable value. Much like a healthy IP regime drives innovation, focus on sustainability will drive innovation. Look at d-lite, the company started by a Stanford MBA that sells LED based lighting in India.
More later.
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