How to Create Green Value in New Product Development: Stakeholder Integration and Green Resource Orchestration

While green new product development (NPD) is critical for firms to achieve environmental sustainability and competitive advantage, existing research lacks clarity on how green value is systematically created throughout the green NPD process. Grounded in Stakeholder Theory and Resource Orchestration Theory, this study investigates how firms employ green resource orchestration (GRO) to foster stakeholder integration and, in turn, achieve green value creation (GVC) throughout the green NPD process. By adopting a single‐case, longitudinal research design and an abductive analytical approach based on the Gioia methodology, this study analyzes the green NPD process of a Chinese green building firm. The findings reveal a dynamic, stage‐specific GVC process: In the concept‐development stage, firms employ activation‐oriented GRO to foster team‐level integration, in turn achieving the defining of green value; in the product‐development stage, collaboration‐oriented GRO is employed to foster supply chain level integration, achieving the embedding of green value; in the commercialization stage, resonance‐oriented GRO is employed to foster ecosystem‐level integration, achieving the delivery of green value. The findings contribute to the GVC literature by clarifying how GRO fosters dynamic, multi‐level stakeholder integration to achieve substantive GVC throughout the green NPD process.