| Summary: | Eco-innovation has gained considerable attention in academia as well as in industry due to its potential in mitigating environmental challenges and its positive correlation with firm performance. However, there are limited studies which have investigated the moderating relation of International Organization for Standardization (ISO) 14001:2015 between eco-innovation and firm sustainability in their contribution to societal development. This research is supported by a resource-based theory which explores the core-competencies of firms and challenges the resources creating the competitive advantage of the firm without compromising on the social responsibility aspect of the firm. This study proposes a fishbone eco-innovation business model, which includes production (product, process, and technology) and non-production (organization and marketing) business activities mapped with the 17 Sustainable Development Goals (SDGs) for societal development. This fishbone eco-innovation business model signals to the stakeholders about the organization’s innovation in their green implementation, which goes beyond mere compliance. The contribution of the fishbone eco-innovation business model to societal development will create a unique competitive edge and green goodwill amongst the external stakeholders, which will attract sustainably responsible investors for investment. This article draws propositions and develops a conceptual model for future empirical research on eco-innovation and societal development.
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