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2021 | Book

Introduction Read chapter Read first chapter

The Dynamics of Green Innovation in B2B Industries

A Systems Approach to Explain the Diffusion of Bioplastics

Author: Ph.D. Friederike Esther Rhein

Publisher: Springer Fachmedien Wiesbaden

Book Series : Forschungs-/Entwicklungs-/Innovations-Management

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

In this book a quantitative, dynamic model is developed to explain and explore the diffusion of green new products in a business-to-business (B2B) context. Considering the case of emerging bioplastics, this goal is reached through a mixed-methods design, combining qualitative and quantitative methods over three phases. After an interview study with key-value chain actors an experimental vignette technique is applied to further study relevant factors in the micro (firm) level adoption process. Integrating the empirical findings, the diffusion model is developed and simulated at the macro (industry) level using a System Dynamics (SD) approach. Results explain the underlying dynamics and critical conditions for adoption to become self-sustaining.

Table of Contents

Frontmatter

Focus and Scope

Frontmatter
Chapter 1. Introduction
Zusammenfassung
In business-to-business (B2B) industries suppliers are challenged to come up with innovative ideas that have value for both their direct customers and indirect customers further down the value chain. Because industrial goods are transferred through various stages of processing or assembling until they finally reach the end user, demand for supplier’s products is ultimately derived from the demand for the customer’s products. Thus, in contrast to business-to-consumer (B2C) markets, the demand in B2B markets is of derivative nature.
Friederike Esther Rhein

Conceptual Background

Frontmatter
Chapter 2. Green Innovation in the B2B Context
Zusammenfassung
This chapter provides an overview of relevant literature in the field of green innovation. It starts by laying out a broad concept of innovation for economic growth. Reflecting the rising significance of new economic models towards green growth, the concept of green innovation is introduced.
Friederike Esther Rhein
Chapter 3. B2B Innovation Adoption and Diffusion
Abstract
After framing the topic of green innovation, this chapter helps to connect the two approaches of innovation adoption and diffusion associated with the commercialization of new products and technologies in B2B environments. First, this chapter centers on business adoption based on Roger’s Diffusion of Innovation Theory (DOI) and main determinants along with different adopter categories are discussed. Afterward, an overview of general observations in diffusion research and quantitative models is given. The Bass Diffusion Model (BDM) is highlighted and described in more detail since it forms the basis for the modeling part in this thesis.
Friederike Esther Rhein

Empirical Studies and Computational Modeling

Chapter 4. Research Design and Methodology
Abstract
Little is known about how green new products are adopted and diffuse in B2B industries. On the one hand, previous chapters have illustrated the promising opportunities for innovations to reduce a product’s environmental impact. On the other hand, current research indicates that firms are facing specific challenges in their pursuit of types of green innovations, e.g. caused by the double externality problem, which increases the risk and costs of adoption. Therefore, this research initially necessitates a qualitative methodology to explore the phenomenon of green innovation adoption and main constructs. Furthermore, quantitative methods are applied to test the hypothesized effects of key variables and better understand their dynamic relationships that will condition diffusion and time-to-takeoff.
Friederike Esther Rhein
Chapter 5. Exploring why and how B2B Buyers Adopt Bioplastics
Zusammenfassung
To investigate business activities and strategies of buying firms to adopt new bioplastic materials an inductive, qualitative study is performed through conducting and analyzing interviews. This chapter presents the execution, findings, and implications of this interview study. Details of the employed methodology and research process, i.e. sampling and data collection, are described first.
Friederike Esther Rhein
Chapter 6. Investigating Relevant Factors in Business Adoption of Bioplastics
Zusammenfassung
The limitations of the exploratory qualitative research design spark the need for quantitative follow-up studies. Various factors that influence the processes by which buying firms adopt bioplastics have been identified; however, their impact on key decisions in the adoption process warrants further investigation. Many firms are interested and have started to use bioplastics, but it is unclear which contextual factors mainly impact different phases to shift their product portfolios.
Friederike Esther Rhein
Chapter 7. Developing a Diffusion Model for Emerging Bioplastic Products
Zusammenfassung
Faced with growing environmental concerns, many chemical suppliers are now transforming to offer bio-based alternatives to conventional petrochemical products. Adoption dynamics for emerging bio-based chemicals and products derived thereof are complex. Using the example of bioplastics, the results of the previous studies indicated that downstream customers, the product manufacturers, undergo multiple adoption stages to shift to new bioplastic solutions and various factors come into play affecting their decision-making.
Friederike Esther Rhein

Synthesis

Frontmatter
Chapter 8. Integrating Findings and Conclusions
Abstract
Concerns related to the impact of global climate change and planetary boundaries that would limit economic growth are becoming more widespread in the last decades and have contributed to a rising interest in new technologies and products to avoid or reduce environmental harm. Green innovations will play a crucial role in addressing growing environmental problems and progressing towards more sustainable economies and lifestyles. Because of specific characteristics of green innovations, however, their development and successful diffusion is even more complex than for traditional innovations.
Friederike Esther Rhein
Backmatter
Metadata
Title
The Dynamics of Green Innovation in B2B Industries
Author
Ph.D. Friederike Esther Rhein
Copyright Year
2021
Electronic ISBN
978-3-658-32148-2
Print ISBN
978-3-658-32147-5
DOI
https://doi.org/10.1007/978-3-658-32148-2