Sustainability will play an increasingly key role in the innovation process within businesses. Leading companies are already integrating these agendas, and preparing their sustainability executives to take the lead. This book demonstrates why sustainability requires innovation; explains how this opportunity can be grasped by sustainability executives; outlines the skills they will need to learn to lead on sustainable innovation; and outlines key trends in sustainable innovation and in managing innovation. Coad and Pritchard provide an overview of mainstream innovation, and draw out common...