Building green innovation networks for people, planet, and profit : A multi-level, multi-value approach

Pattinson, Steven and Damij, Nadja and El Maalouf, Nicole and Bazi, Saleh and Elsahn, Ziad and Hilliard, Rachel and Cunningham, James A. (2023) Building green innovation networks for people, planet, and profit : A multi-level, multi-value approach. Industrial Marketing Management, 115. pp. 408-420. ISSN 0019-8501

Abstract

In this conceptual paper we explore the problem of how firms balance profit considerations against their contribution to society and the environmental. We theorize how firms build networks that support green transition, enabling them to reconfigure processes that match sustainability goals and maintain profitable. We explore how building networks for green transition supports firms' transition to more sustainable approaches that support the adoption of, and transition to, green strategies. We extend current theorization of how firms build multi-level B2B networks that support green transition that benefits society and the environment. We suggest three propositions that support the development of a multi-level, multi-value model for building green innovation networks. We identify four critical success factors - embedding technological diversity, developing knowledge sharing mechanisms, embracing open innovation strategies, overcoming resistance to change, − that support this process and help firms overcome value creation frictions and deliver multi-value benefits to society (people) and the environment (planet), whilst enabling firms to make a profit. Our conclusion outlines our contribution and highlights areas for future research.