Towards sustainability through innovation
The present work addresses the practicality of achieving sustainability through innovation. In order to link between sustainability and innovation, a good understanding of the essence of each of them is required. There are various factors that can significantly affect eco-innovation. These factors are discussed, and the challenges that the process of integrating sustainability into innovation encounter are then identified. The traditional life cycle of a product following the cradle-to-grave approach used all over the world until today will protect the environment and reach to compliance with regulations, but without conserving the natural resources; i.e., the process/life cycle will not be sustainable. It is recommended to switch the traditional life cycle approach from cradle-to-grave to cradle-to-cradle in order not only to protect the environment, but also to save the natural resources (sustainability) and achieve beyond compliance (BC). The BC concept is introduced as a direct benefit from sustainability.