Nike, Best Buy Sharing Green Product Innovation
GreenXchange is a collaboration between Nike, Best Buy and the Creative Commons to create an open innovation platform that promotes the creation and adoption of processes and technologies in the areas of green design and sustainability. GreenXchange wants to engage individuals from across a variety of disciplines, from manufacturers and distributors to academics and stakeholders, in an effort to develop practices and strategies that are relevant not only to the business world, but could potentially have implications for institutions and communities as well.
Beyond the environmental aspect, this project is important because it shows a willingness on the part of corporations to set aside competition in the pursuit of a larger cause, albeit one that might improve the bottom line through smarter allocation of resources and the elimination of inefficiencies. Furthermore, the rules to doing business have changed and large companies are starting to recognize that these web-based tools for collaboration represent new opportunities to work together and share information in novel ways.
[top image via Michael Massacre on Flickr]
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.