Managing paradoxical tensions in green technology implementation: A platform perspective

Zi Wang (), Ruiqi Wei (), Catherine Pardo (), Liyang Wang () and Yuanxun Gu ()
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Zi Wang: BJTU - Beijing Jiaotong University
Ruiqi Wei: EM - EMLyon Business School
Catherine Pardo: EM - EMLyon Business School
Liyang Wang: BJTU - Beijing Jiaotong University
Yuanxun Gu: BJTU - Beijing Jiaotong University

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Abstract: As environmental challenges grow, companies increasingly implement green technologies to minimize negative impacts. However, the implementation process involves managing conflicting goals among multiple stakeholders, creating paradoxical tensions. This paper explores how digital platforms facilitate the implementation of green technologies by addressing these paradoxes. Through a longitudinal case study of a green energy-saving building automation solution, we identify three key paradoxes: digitalization versus energy consumption, economic benefits versus regulatory compliance, and legacy versus innovation. We also propose a process framework about how the multi-layered modular platform architecture helps manage these paradoxes. Our study responds to the call for research by linking platform thinking to sustainable transformation. Our research also contributes to platform literature by revealing how different layers of platforms interact with each other during sustainable transformation. Furthermore, our research also contributes to the literature on green technologies by revealing the paradoxes in implementing green technologies.

Keywords: Case study research; Digital platforms; Green technologies; Paradoxes (search for similar items in EconPapers)
Date: 2026-04-01
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Published in Industrial Marketing Management, 2026, 134, pp.263 - 279. ⟨10.1016/j.indmarman.2026.03.003⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05589068

DOI: 10.1016/j.indmarman.2026.03.003

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