Innovating in Uncertain Markets: 10 Lessons for Green Technologies Harvard Case Solution & Analysis

Speaking of "green technology" makes people worry. It is exciting to think that a new wave of inventions and discoveries will revolutionize the way we live, stop the degradation of our planet and preserve resources for future generations. And it's more than just talk: Investors make real dollars. As the level of activity increases, however, the debate about green technologies to increase as many questions as they answer. Address the key issues is complicated fundamental uncertainty at the heart of the green technology market. This market space depends on the forces that are beyond the control of any individual trader or investor: government policy, availability of capital, as well as wild cards, including the volatility of oil prices, geopolitical conflicts, economic growth and the public with the warnings of climate change. History shows that the path to technological innovation is a long and winding one. Between 2005 and 2007, runaway enthusiasm led to the spread of hundreds of new green technology companies, many of which are faced with the problem during the Great Recession. Green technology companies need to develop endurance. In addition to understanding the possibilities, they should go ahead and stay ahead of competitors. "Hide
by Paul JH Schoemaker, George Day Source: MIT Sloan Management Review 9 pages. Publication Date: July 1, 2011. Prod. #: SMR389-PDF-ENG

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