ABSTRACT
This book examines the relationship between environmental ambition and the innovation process. Environmental ambition has been defined as the specific intention to design and develop new products and services that have a significantly lower environmental impact than the products and services that they aim to substitute. Therefore, how and to what extent environmental ambition influences the way new products and services are developed is the main research question of this thesis. The empirical domain has been the mobility system, in particular the human-powered vehicle sector. This domain is seen simultaneously as a source of environmental problems and as the locus of innovative opportunities. The rationale for this explorative study is to better understand and explain why efforts to develop environmental products do not always translate into the effective implementation and adoption of these products.
