SUSTAINABLE INNOVATION AND TECHNOLOGY MANAGEMENT IN SERVICE COMPANIES. AN EXPLORATORY STUDY OF HAIRDRESSING BUSINESSES IN GERMANY.

In an increasingly globally connected and digitalized world, companies are faced with a variety of complex problems that require them to rethink their business models and processes. Sustainable innovation and technology management is playing an increasingly important role, particularly in the service sector. This is not just about introducing new ideas and technologies, but above all about those that are environmentally friendly and socially friendly in the long term. Sustainable entrepreneurship plays a crucial role here by producing sustainable products and services through imaginative innovations. This study examines the meaning and implementation of sustainability in connection with innovations in service companies. The overall goal of the study is to analyze the current status, existing challenges, barriers and potential opportunities of sustainable innovation in service companies. In this context, the interaction between sustainability and innovation within these companies is examined. On the one hand, it examines which motives and motivations contribute to the development and implementation of sustainable innovations. On the other hand, the existing challenges and barriers are also highlighted. This enables a deeper understanding of the hurdles that stand in the way of successful implementation of sustainable innovations. The empirical data in this study were obtained using a written, partially standardized online survey among hairdressing businesses. The results of the study show that the topic of sustainability plays an important role for the hairdressing businesses surveyed. Above all, the interest in product, process and environmental innovations is emphasized.