The Cleantech Threshold

Sometimes change seems to happen in slow motion. A new technology or business model can be an ongoing topic of discussion, with little change in the market. The merits of e-book readers, for instance, were discussed over a period of 15 years. But when a compelling product—the $139 Kindle—hit the market at an attractive price, consumers pounced. Industry players that adapted early to the shift are the ones that survived (Barnes & Noble (BKS:US)) and thrived (Amazon (AMZN:US)), while others (Borders (BGPIQ:US)) ended up leveled because they failed to develop a strategy for the change.

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