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The greening dutchman: Philips' process of green flagging to drive sustainable innovations

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  • Marlen Gabriele Arnold
  • Kai Hockerts

Abstract

Sustainability innovation research often focuses on the interrelation and the interaction of influencing factors and actors while neglecting the importance of firm internal initiatives. Based on a longitudinal case study of the Dutch company Royal Philips Electronics, we develop the concept of ‘green flagging’ as a groundbreaking corporate sustainability innovation strategy. This paper describes how Philips uses this approach in its Green Flagship Program (GFP). Philips' GFP is particularly interesting since it sets specific targets across all its business units, thus driving the integration of sustainability innovation into its core business. This study suggests that the impact of sustainability innovations can be improved by focusing on sustainability as an explicit goal as well as processes and projects instead of merely concentrating on content and structure. We discuss the possibilities and limitations of these findings for theory and research on sustainability innovation strategies. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.

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  • Marlen Gabriele Arnold & Kai Hockerts, 2011. "The greening dutchman: Philips' process of green flagging to drive sustainable innovations," Business Strategy and the Environment, Wiley Blackwell, vol. 20(6), pages 394-407, September.
    • Handle: RePEc:bla:bstrat:v:20:y:2011:i:6:p:394-407
    DOI: 10.1002/bse.700
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    9. Chiara Pellegrini & Eleonora Annunziata & Francesco Rizzi & Marco Frey, 2019. "The role of networks and sustainable intrapreneurship as interactive drivers catalyzing the adoption of sustainable innovation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(5), pages 1026-1048, September.
    10. Ying Guo & LiFang Wang & Yanyu Chen, 2020. "Green Entrepreneurial Orientation and Green Innovation: The Mediating Effect of Supply Chain Learning," SAGE Open, , vol. 10(1), pages 21582440198, January.
    11. Anders S. G. Andrae & Mengjun Xia & Jianli Zhang & Xiaoming Tang, 2016. "Practical Eco-Design and Eco-Innovation of Consumer Electronics—the Case of Mobile Phones," Challenges, MDPI, vol. 7(1), pages 1-19, February.
    12. Jayaram, Jayanth & Avittathur, Balram, 2015. "Green supply chains: A perspective from an emerging economy," International Journal of Production Economics, Elsevier, vol. 164(C), pages 234-244.
    13. David J. Jackson & Katharina Kaesehage, 2020. "Addressing the challenges of integrating carbon calculation tools in the construction industry," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 2973-2983, December.
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    15. Rajan Varadarajan, 2017. "Innovating for sustainability: a framework for sustainable innovations and a model of sustainable innovations orientation," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 14-36, January.
    16. Afris Widya-Hasuti & Abbas Mardani & Dalia Streimikiene & Ali Sharifara & Fausto Cavallaro, 2018. "The Role of Process Innovation between Firm-Specific Capabilities and Sustainable Innovation in SMEs: Empirical Evidence from Indonesia," Sustainability, MDPI, vol. 10(7), pages 1-26, June.
    17. Rob Lubberink & Vincent Blok & Johan Van Ophem & Onno Omta, 2017. "Lessons for Responsible Innovation in the Business Context: A Systematic Literature Review of Responsible, Social and Sustainable Innovation Practices," Sustainability, MDPI, vol. 9(5), pages 1-31, May.
    18. Zacharoula Andreopoulou & Christiana Koliouska, 2018. "Benchmarking Internet Promotion of Renewable Energy Enterprises: Is Sustainability Present?," Sustainability, MDPI, vol. 10(11), pages 1-12, November.
    19. Kuo, Chung-Feng Jeffrey & Lin, Chieh-Hung & Hsu, Ming-Wen, 2016. "Analysis of intelligent green building policy and developing status in Taiwan," Energy Policy, Elsevier, vol. 95(C), pages 291-303.
    20. Mohammad Asif, 2023. "Environmental Efficiency of Enterprises: Trends, Strategy, Innovations," Energies, MDPI, vol. 16(6), pages 1-16, March.
    21. Stanley Kam Sing Wong, 2013. "Environmental Requirements, Knowledge Sharing and Green Innovation: Empirical Evidence from the Electronics Industry in China," Business Strategy and the Environment, Wiley Blackwell, vol. 22(5), pages 321-338, July.
    22. Ying Guo, 2023. "External Knowledge Acquisition and Green Innovation in Chinese Firms: Unveiling the Impact of Green Dynamic Capabilities," SAGE Open, , vol. 13(3), pages 21582440231, July.
    23. Dhekra Ben Amara & Hong Chen, 2021. "Evidence for the Mediating Effects of Eco-Innovation and the Impact of Driving Factors on Sustainable Business Growth of Agribusiness," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(3), pages 251-266, September.
    24. Lahcene Makhloufi & Abderrazak Ahmed Laghouag & Tang Meirun & Fateh Belaid, 2022. "Impact of green entrepreneurship orientation on environmental performance: The natural resource‐based view and environmental policy perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 425-444, January.
    25. Arnold, Marlen, 2015. "The lack of strategic sustainability orientation in German water companies," Ecological Economics, Elsevier, vol. 117(C), pages 39-52.

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