MNEs' transition to green innovation: A managerial attention-based typology

Green innovations have become a centerpiece in MNEs' corporate strategy focusing on enhancing organizational responsiveness and renewal while achieving profitability and growth. Despite the rich opportunities these innovations offer, they can be risky, raising questions about the right time and approach for MNEs to make a transition to these innovations. We argue that managerial attention (with its underlying situated cognition) plays a profound role in determining the timing and patterns of this transition. We also discuss the mechanisms through which this role unfolds and the factors that influence the relationship between MNEs' managerial attention and patterns in their transition to green innovations, capturing heterogeneity in these patterns by means of an organizing typology. We also outline key issues for future research.