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Considering its resource-intensive production, complex global supply chains and substantial environmental impact, the tire industry provides a critical context for twin transition research. Using an in-depth qualitative research design, this study explores how sustainability and digitalization are jointly embedded within the strategic and operational practices of a premium tire manufacturer. The study reveals an integrated life-cycle approach that combines circular material innovation, energy transition, supplier governance, and artificial intelligence-enabled digitalization. The study illustrates the firm’s engagement in the twin transition, marked by systemic tradeoffs between environmental performance, cost efficiency and market competitiveness. Both managerial- and literature-related implications are discussed.
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Grosu et al. (2026) studied this question.
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