The evolutionary process of disruptive green innovation in China: evidence from the electric bicycle sector

To achieve market-oriented green innovation, this paper explores the evolutionary path and driving factors of disruptive green innovation using an exploratory case study in which data are collected from the Luyuan electric bicycle company in China. The results reveal that disruptive green innovation is a dynamic and cumulative process. Entrepreneurship drives to open new markets. Competition within the industry drives to expand the new markets. Competition among industries and the subsidy policy drive to encroach on mainstream low-end markets. Technology and marketing drive to encroach on mainstream high-end markets. To scholars, our research contributes to the literature on green innovation by uncovering the application of disruptive innovation theory in the field of green innovation. To practitioners in firms, this evolutionary process can function as a frame of reference, enabling the tailoring of a market-oriented strategy for green innovation.