ABSTRACT
This paper investigates the difficult journey from idealist innovative idea to market ready construction materials. Based on interviews of 7 firms in sustainable construction material production this article finds that sustainable innovation is depended on 7 ‘roles’ that are identified as key actors for sustainable innovation. Furthermore, sustainable innovation demands different behavioral pattern of the firms and brings dynamic capabilities to the forefront. Finally, sustainable innovation is a time-consuming and an idealistic personally driven approach to innovation.
