Driving Competitive Advantage in Cleantech Companies: A Model of Smart Regulation, Organizational Agility, and Technological Innovation

Matheus Eurico Soares de Noronha; Juliano Barros Neves Martins; Tamires Lietti; Rosemeire de Souza Vieira Silva

doi:10.37497/esg.v6i1.1595

Authors

Matheus Eurico Soares de Noronha ESPM - Escola Superior de Propaganda e Marketing, São Paulo https://orcid.org/0000-0003-4640-6690
Juliano Barros Neves Martins Escola Superior de Propaganda e Marketing (ESPM), São Paulo https://orcid.org/0000-0002-0524-5520
Tamires Lietti Shanghai Jiao Tong University, Shanghai https://orcid.org/0000-0002-6475-6435
Rosemeire de Souza Vieira Silva ESPM Escola Superior de Propaganda e Marketing, São Paulo https://orcid.org/0000-0002-6260-6724

DOI:

https://doi.org/10.37497/esg.v6i1.1595

Keywords:

Cleantech Companies, Smart Regulation, Technological Innovation, Renewable Energy, Digital Transformation

Abstract

Context: Organizational environments have undergone major changes in the face of technological innovation advances in the industrial sectors. Looking at this context, technology startups have used increasingly technological and digital resources to delivery services and products with low or zero impact to the environment.

Objective: The paper aims to present a propositional model that encompasses the theoretical lenses of Organizational Agility (OA) by boosting Diffusion of Technological Innovation (DTI) in companies and clean technology to obtain Competitive Advantage (CV).

Methodology: A multiple case study with a qualitative approach was carried out with Cleantech organizations, supported by 22 semi-structured interviews from 17 clean technology companies in the areas of renewable energy, energy efficiency and commercialization in addition to water treatment. The results were supported by the content analysis technique.

Results: The AO can potentialize the DTI to achieve competitive advantage. Behind this, new categories were founded in this research: Agile Culture Values as a background for Digital Transformation to create a Smart Regulation to promote technological innovation in products and services at companies with sustainable solutions.

Contribution: This article contributes with a new model matching by the perspective of OA modify the positioning of managers and founders, to amplify the diffuser scenario of innovation and technology in the organization, reverberating in new market positions. The scientific contribution lists a research program based on the emerging categories of work, flowing into advances in the research field of Cleantech Organizations.

Author Biographies

Matheus Eurico Soares de Noronha , ESPM - Escola Superior de Propaganda e Marketing, São Paulo

PhD candidate in Management and International Business at ESPM (Escola Superior de Propaganda e Marketing/Brazil). Master’s degree in Consumer Behavior at ESPM (ESPM/Brazil). Professional experience in the renewable energy sector, specifically in the wind energy industry in the areas of communication, strategy, and innovation. Scientific Researcher in Innovation, strategy, and international business.

Juliano Barros Neves Martins, Escola Superior de Propaganda e Marketing (ESPM), São Paulo

Master’s degree candidate in Administration at ESPM (Escola Superior de Propaganda e Marketing/Brazil) and Bacharel in Chemical Engineering at Universidade Santa Cecília (UNISANTA/Brazil). Professional experience in the renewable energy sector at technical and regulatory area in the wind energy industry. Scientific Research in Engineering, Economy and Strategy and International Business.

Tamires Lietti , Shanghai Jiao Tong University, Shanghai

Master in Communication and Social Media with Shanghai Jiaotong University, China (SJTU) and senior Journalist graduated from Universidade Presbiteriana Mackenzie (Mackenzie/Brazil). Professional editor, copywriter and translator with four years of experience in the Chinese market and two years of actuation in the European market. Scientific researcher in innovation and cultural resources.

Rosemeire de Souza Vieira Silva , ESPM Escola Superior de Propaganda e Marketing, São Paulo

PhD candidate in Management and International Business at ESPM (Escola Superior de Propaganda e Marketing/Brazil). Master in Consumer Behavior from ESPM (ESPM/Brazil) and bachelor’s in business administration from Faculdade Instituto Superior de Ensino Alvorada Plus (Adventista/Brazil). Professional experience in an educational institution and multinational company in planning, budgeting, and cost reduction. Scientific researcher in the line of strategy, innovation, and business.

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