Innovation and sustainable business practices are natural bedfellows, says Hannah Jones, Nike's chief of sustainable business and innovation. Nike learned how to do CSR well by studying the practices of firms such as Procter & Gamble and Eli Lilly, Jones explains. "What we suddenly realized is that if you view innovation through the lens of sustainability, some of the core capabilities that you build as a sustainability practitioner allow you to fast-track innovation," she says.

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