University of Oulu

Keränen, O., Lehtimäki, T., Komulainen, H., & Ulkuniemi, P. (2023). Changing the market for a sustainable innovation. In Industrial Marketing Management (Vol. 108, pp. 108–121). Elsevier BV.

Changing the market for a sustainable innovation

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Author: Keränen, Outi1; Lehtimäki, Tuula1; Komulainen, Hanna1;
Organizations: 1Department of Marketing, Management and International Business, P.O. Box 4600, 90014, University of Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 2 MB)
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Language: English
Published: Elsevier, 2023
Publish Date: 2023-09-15


The development and diffusion of sustainable innovations are of interest to various public and private sector actors. The diffusion of sustainable innovations into value networks facilitates and is facilitated by the change of markets towards sustainability; however, this interaction needs further investigation. We examine how combinations of value network actors’ intentions and activities affect market change for a sustainable innovation We empirically explore market change related to introducing bioplastics into plastic food packaging value networks. We increase the understanding of market change for a sustainable innovation by showing how not only the actors with direct intentions to support the innovation but actors and activities indirectly related to the sustainable innovation contribute to market change. Such indirectly supportive activities focus on broader sustainability aims and can, for example, change market representations, practices, and norms in favor of the sustainable innovation. We propose sustainability layers to understand the diverse sustainability focuses of actors and their relation to the market change in question. Specifically, we contribute to market change literature by broadening the examination scope beyond the most active actors driving market change for an innovation.

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Series: Industrial marketing management
ISSN: 0019-8501
ISSN-E: 1873-2062
ISSN-L: 0019-8501
Volume: 108
Pages: 108 - 121
DOI: 10.1016/j.indmarman.2022.11.005
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: This project has received funding from the Bio-Based Industries Joint Undertaking under the European Union's Horizon 2020 research and innovation programme under grant agreement No 792261.
EU Grant Number: (792261) NEWPACK - Development of new Competitive and Sustainable Bio-Based Plastics
Copyright information: © 2022 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (