Researchers should focus on analyzing the impact of the green innovation strategy on competitive advantage in relation to the different stages of the company’s development

We recommend investigating and comparing the different conditions in companies that enable them to develop green innovation strategies. In this way, companies should be able to identify what they really need to drive and direct their strategies towards green innovations

In order to understand the generation of competitive advantage, it is also pertinent to analyze the intensity of innovation, as well as to identify and differentiate the types of innovation developed in companies with green approaches in mind

What role does market demand (e.g. consumer behavior) play in the adoption of green innovation strategies? Present the issues and challenges faced by companies as a result of market and consumer pressures

Future research could analyze whether the geography of exports is intrinsically related to the ecological strategies adopted and whether it influences their propensity to include ecological issues in their innovation activities

It is also hoped that this article will inspire new research that addresses the particularities of green innovation strategies, such as potential obstacles and facilitators and the longitudinal effects of green innovation performance

Studies could focus on the real importance and influence of government policies geographically linked to green innovation strategies for companies

Given the importance of knowledge capacity in the development of green innovation, it is suggested that future research study how the process of inter- and intra-organizational learning can affect it

Advance with studies that seek to analyze the impact of internal and external factors on changes in green innovation processes over time, i.e. as new companies are formed

Environmental regulations, market orientation and stakeholder pressure are all factors that influence the development of green innovation strategies. Future research could therefore consider these and other internal/external factors and compare their effects

Analyze the importance of integrating stakeholder interests in green innovation strategies. What are the strategies for integrating stakeholders in the development of green innovations?