Key elements for implementing a strategic sustainability perspective in the product innovation process

This article aims to present identified key elements for successful implementation of a strategic sustainability perspective in the early phases of the product innovation process. In-depth interview studies were conducted in six companies within the same corporate group. These, together with a review of literature, previous research and company documents, were a foundation for evaluating if and how a strategic sustainability perspective has been successfully implemented on a day-to-day basis in the product innovation processes of the studied companies. The results are divided into strengths and challenges of the companies with regard to implementing a strategic sustainability perspective in the product innovation process. From this research, eight key elements for successful implementation of a strategic sustainability perspective have been identified. These elements are divided into four categories: organization, internal processes, roles, and tools. It is posited that incorporating these key elements into product innovation processes will encourage a company to have a strategic sustainability perspective, which will support the company's long-term success. (C) 2013 Elsevier Ltd. All rights reserved.