What are the implications for your business when cheap becomes chic in the developed world – and the companies ready to meet emerging customer and consumer demands are the new global challengers?
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What would cutting your energy consumption by two-thirds mean for your way of living? Most people in the developed world would fear the worst, a return to candles and chilly houses. Not so the Swiss. Since 1998, they have increasingly embraced this ambitious vision in the form of the 2000–Watt Society, conceived by scientists at the Federal institute of Technology (Eidgenössiche Technische Hochschule Zurick or ETHZ).
The big idea: Small power.
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