Where believer, seller, and beneficiary come together: A typology of eco-innovators

In response to escalating environmental concerns and the imperative for sustainable development, corporations have turned to eco-innovation (EI) to enhance competitiveness and reduce ecological footprints. This study scrutinizes 17 European Commission EI-awarded companies from 1990 to 2021, uncovering pivotal dimensions and archetypes that drive successful EI implementation. Internal drivers, including management commitment and agile work structures, are paramount for “Believers” who champion sustainability as a core value. “Sellers” strategically respond to market demands, while “Beneficiaries” follow regulatory mandates. The academic implications are profound, providing a robust foundation for future research. This typology contributes to the discourse surrounding EI development and diffusion while offering corporate managers tangible guidance for tailored EI strategies. It illuminates how distinct motives lead to nuanced combinations of internal and external drivers. This empirical study fills a critical research gap, providing best-practice insights for companies seeking to integrate EI effectively.