Sustainability has become the main driver of business innovation in the current period of economic recuperation that follows close to a decade of slowdown. Defined as the creation of new market space, products and services or processes driven by social, environmental or sustainability issues (ADL Group, 2005), most firms have abandoned the long-held belief that sustainable innovations will disadvantage their competitiveness (Nidumolu, Prahalad & Rangaswami, 2009).

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