Innovating in Uncertain Markets

Talking about “green technology” gets people excited.  It’s thrilling to think that a new wave of inventions and discoveries will revolutionize the way we live, halt the degradation of our planet, and conserve resources for future generations.  And it’s more than just talk:  Investors are committing real dollars.  By one estimate, the global market for alternative energy sources such as wind, solar energy, and biofuels will reach $315 billion by 2018. To move forward in the face of deep uncertainty and probable setbacks, green technology companies need to develop staying power.  In addition to understanding the opportunities, they need to get ahead — and stay ahead — of competitors. To assist in this effort, Professors Paul J.H. Schoemaker and George...

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