Minimizing the negative impacts on the environment is a key
challenge to the firms pursuing sustainable product innovations for
residential building and construction. This paper examines three cases
in the U.S., i.e. Amazon Forms LLC, the Town of Frisco and Denvers
Built Green(tm) Program, that illustrate unique ways of initiating
sustainable innovation. The cases confirm that, in order to stimulate the
diffusion of a new sustainable product or project, there must be a force
driving the change of thinking and action, including corporate initiative,
government regulation, consumer demand and technological advance
