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What happens when one of the world's largest buyers of catalogue paper, IKEA, realizes that the paper it uses contradicts the demands of prominent environmental groups? How do the producers of catalogue paper react when IKEA demands an environmentally friendly green catalogue paper, requiring the development of new production processes for an entirely new product? In this book, the story of how IKEA and its paper producers struggled to solve the problem of creating environmentally friendly paper constitutes the foundation of a discussion of technological development.

Shows the multifaceted and interactive character of the relationship between science and technology on the one hand, and business and innovation on the other. This book explores this non-linear relationship through a selection of case studies and discusses its implications for science as well as for business.