Innovation towards sustainable economy - the integration of economy and ecology in companies

Ecological innovation includes the development and implementation of new products, new technologies, new production processes, new resources, new markets and new systems that integrate economy and ecology, i.e. introduce ecological aspects in economic strategies. Six qualitative case studies give insight into intraorganizational conditions of ecological innovation, also asking for companies' perception of external needs. As a result, the following hypothesis was developed: if the integration of economy and ecology becomes a factor of competition, dynamic and innovative companies will be proactive in this area. Five distinct results lead to this conclusion: a normative conflict between economy and ecology does not exist for ecologically innovative companies; ecological innovations, the integration of economy and ecology, are intrinsically motivated; cultural identity and quality orientation are necessary, in spite of insufficient prerequisites for the readiness to execute ecological innovations; ecological innovations are part of an ongoing improvement and learning process of a company and innovative companies create their own relevant environments and use them for their own purposes. Communication is an absolute imperative for sustainable development. Finally it is necessary to discuss some critical points apt to hamper an ongoing process towards sustainable economy.