The role of individuals as stakeholders in B2B marketing for sustainable innovation

Sustainable innovation is essential for businesses to address sustainability challenges and maintain competitiveness. However, many sustainable innovations fail to reach the goals and objectives. Strategic niche management (SNM), a means for diffusing sustainable innovation, is a process that facilitates the adoption of new sustainable technologies and innovations. In sectors where SNM has been applied, including renewable energy, transportation, and sustainable agriculture, maintaining market presence has proven to be a common obstacle. To address this gap, first, we examine the potential of business-to-business (B2B) marketing as a strategy for SNM in the sustainable products market. Then, to explore this strategy further, we examine the roles of individuals and organizations at the micro- and macro-levels, respectively, in B2B marketing. The study also highlights the impact of individuals as stakeholders on decision-making and setting environmental policies at the micro-level as well as supporting niche market development. The findings of this research not only contribute to an understanding of the relationship between B2B marketing and SNM but also provide valuable insights on how businesses can utilize B2B marketing to drive sustainable innovation. Future research could explore case studies as a method for examining how to implement B2B marketing strategies for SNM in different industries and contexts.