USING SUSTAINABILITY-ORIENTED PROCESS INNOVATION TO SHAPE PRODUCT MARKETS

Maria J. Bustamante ()
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Maria J. Bustamante: Stockholm School of Economics, Department of Marketing and Strategy, Box 6501, 113 83, Stockholm, Sweden

International Journal of Innovation Management (ijim), 2020, vol. 24, issue 08, 1-26

Abstract: Traditionally, the innovation literature has viewed product innovation as the key competitive driver for firms in the market. But as demands for sustainability increase and technology is advancing sustainability-oriented innovation across industries, there is an opportunity to reconsider the role of process innovations. This study follows the market development process of a start-up founded on the principle of sustainability-oriented innovation and explores how the process innovation itself is used to shape the external market. This paper considers the relationship between process innovations and external market development through a longitudinal case study of a vertical farm start-up in Stockholm, Sweden. Findings show that through a number of representational practices, process innovation can also serve external objectives and play a role in external market development for firms incorporating the principles of sustainability-oriented innovation.

Keywords: Process innovation; sustainability-oriented innovation; market development; process industries; vertical farming; sustainability-oriented process innovation (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1142/S1363919620400010

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