Challenges of Sustainability - Oriented Innovation practice: a multiple case study of the clothing industry

Abstract: Sustainability puts a normative mandate on innovation to become more environmentally and socially benevolent. Besides, the increased environmental degradation generates the demand for sustainable-oriented innovation in the clothing industry. However, international players in the clothing industry experience challenge to practice sustainable innovation from the embedded institutions. Nonetheless, there is limited research on overall sustainability-oriented innovation in international business research, particularly in the clothing industry—that generates interest to investigating or deep down more in this arena. Thus, this thesis is focused on addressing challenges for performing sustainable-oriented innovation in the clothing industry, which is grounded on the institutional-based view.