Sustainable business transformation through green innovation: managerial practices, challenges, and outcomes

The research centers on sustainable business transformations incorporating green innovations, focusing on management, implementation, and organizational outcomes. As the environment becomes a greater concern, incorporating green innovations to sustain competitive advantage becomes a business model imperative. The literature on sustainable business models and green innovations illuminates the role of managerial decisions, organizational capacity, and innovation in the transformative processes to sustain business model changes. Making the case for green innovations to address the dual concern of the environment and value creation, the research suggests that businesses can realize previously untapped green opportunities and improve their eco-social-economic performance. Reviewing research for the key barriers and drivers on the pathways of sustainable business transformations, the research demonstrates how businesses can adapt their business models in response to a pressing demand for sustainability. The research synthesizes literature to support the understanding of the role green innovations play for strategically renewing and sustaining the business and its fulfillment.