
Green Innovation can be incremental, an effort to embed environmental attributes in existing products, services, or business practices. It can also be radical, developing entirely new markets based on being completely green.Either way, the process to find the opportunity and understand how to capitalize on it is the same. Start by understanding the market, look for unmet needs or emerging trends, identify solutions for problems engendered in either, test them in market, and refine/enhance them until ready for rollout.The first step is to understand the market. If your innovation is incremental, you can rely on tried and true market research methods. However, if your intent is to be radical, the process itself ...