Revival of wind‐powered shipping: Comparing the early‐stage innovation process of an incumbent and a newcomer firm

Despite the urgency of decarbonising, shipping sector has demonstrated a slow-paced response to climate change challenges. Some frontrunner firms are engaged in sustainability-oriented innovation processes. However, there is limited knowledge how such processes emerge and contribute societal sustainability transitions what role technology companies' (re)orientation towards sustainable business models. This study contributes filling these gaps through comparative case ongoing process within an incumbent newcomer firm developing wind-powered energy solutions for deep-sea transportation. The study's findings bear implications theory practice. paper's combination dynamic capabilities approach multi-level perspective from research conceptual novelty, enabling understanding activities involved company's perspective, as well broader needs.