Green hydrogen and business model innovation: revolutionizing the energy sector and facilitating cross-sector collaboration

Purpose This study aims to examine how innovative business models and cross-sector collaboration can accelerate the adoption of green hydrogen within industrial and transportation sectors, thereby contributing to global decarbonization and advancing the energy transition. It highlights the role of business model innovation (BMI) as a theoretical anchor for analyzing market and policy challenges. Design/methodology/approach A qualitative research design was used, combining expert interviews with document analysis to investigate the strategic role of BMI in overcoming economic, infrastructural and policy-related barriers. The study focuses on pathways to market scalability and the collaborative mechanisms that support successful green hydrogen integration. Findings Emerging business models such as green hydrogen-as-a-service (GHaaS), hydrogen power purchase agreements (HPPAs) and outcome-based models, demonstrate significant potential to enhance financial viability and mitigate adoption risks. Cross-sector collaboration is identified as a critical enabler, facilitating the development of shared infrastructure, policy alignment and driving technological advancements required for large-scale deployment. Research limitations/implications As a qualitative case-based study, findings are context-dependent and may not fully generalize across all markets or regulatory environments. Future research could expand to longitudinal and comparative analyses. Practical implications The study offers actionable guidance for policymakers, industry stakeholders and investors on designing scalable business models and fostering collaborative ecosystems to accelerate green hydrogen market development. Social implications Scaling green hydrogen adoption contributes to decarbonization, energy resilience and sustainable industrial transformation, advancing global climate objectives and long-term societal well-being. Originality/value The study contributes a novel perspective by bridging insights from BMI and cross-sector collaboration literatures, providing empirical evidence on how business and governance innovations can collectively address systemic barriers in the green hydrogen ecosystem.