2.1 Firm’s adoption of twin transition technologies: towards a synergistic approach
A large body of literature that has analysed technology diffusion across firms. Broadly, this literature distinguishes four types of theoretical models to explain technology diffusion (Geroski, 2000; Karshenas and Stoneman, 1993). Ranks (or probit) models relate firm’s decision to adopt technologies to firm’s characteristics such as firm size, firm ownership, labour force skills, output growth rate, and marketing expenditure, among others (Bartoloni and Baussola, 2001). Epidemic models connect technology diffusion with firms learning due to the reduction of cost and risk as a consequence of the availability of information. Stock models associate the reduction of profits from technology adoption as a result of an increase in the number of adopters. Finally, order models connect the benefits of technologies diffusion with the position of the firm in the adoption provoking a competence among firms for being early adopters rather than follower (Fusaro, 2009). This paper builds on some of this literature to analyse the adoption of green and digital technologies focusing mainly on rank effects.
In second place, and more specifically, this paper draws on various studies conducted to identify the factors that influence firms adopting digital technology building on firm-level surveys specifically designed to capture the diverse range of technologies (or generations of technologies) used by firms in different countries (Albrieu et al., 2019; Avenyo et al., 2022; Calza et al., 2023; Cirera et al., 2021a; Cirera et al., 2021b; Ferraz et al., 2020). In general, these studies have shown that firms’ adoption of digital technologies, especially the most advanced, in developing countries is still scarce (Lorenz and Kraemer-Mbula, 2022). Some of the factors identified as relevant for adoption are include GVCs participation (Delera et al., 2022), foreign ownership, export orientation and past innovativeness (Avenyo et al., 2022). On the opposite side, lack of capabilities such as managerial capabilities and human capital (Cirera et al., 2021b) or lack of skills in Science Technology, Engineering and Mathematics (STEM) (Ferraz et al., 2020) are some of the main factors limiting the adoption of digital technologies.
Furthermore, from the perspective of the adoption of innovation to reduce environmental impacts, some recent studies have examined the main determinants of adoption in developing countries (Fernández et al., 2021; Han and Chen, 2021; Torrecillas et al., 2023; Yurdakul and Kazan, 2023). These studies highlight specific technological factors (e.g.: R&D intensity, investment intensity, external/internal R&D, etc.), market factors (e.g.: customer demand, reduction of energy/material, new markets, etc.), firm characteristics (e.g.: knowledge transfer mechanism, networking, etc.) and institutional factors (e.g.: regulations, subsidies, norms/standards etc.) as drivers of eco-innovation.
In third place, this paper build on a large body of research dedicated to investigating the determinants of the adoption of interconnected technologies (Stoneman and Kwon, 1994), which suggests that technological innovations hardly function in isolation (Rosenberg, 1979). According to this literature, technologies may either complement or substitute each other as innovation strategies (Kamutando and Tregenna, 2023).
Finally, this paper also builds on literature related to the joint adoption of digital and green technologies, typically referred as “twin transition”. The potential synergies between the adoption of both technologies have been described in the field of innovation studies as a “very convenient marriage”4. Studying the synergies of these technologies is of prime relevance, as the adoption objectives of both technologies may not be necessary aligned (Wen et al., 2022). While one is mainly profitability-oriented, the other is driven by sustainability purposes (Ferreira et al., 2023) and there may be competition for limited organisational resources (Ardito et al., 2021).
The empirical evidence about possible synergies among both technologies and their impact on firms’ performance is still scarce and results are mixed. On the one hand, Antonioli et al. (2014) find the existence of complementarities between ICT and environmental innovation in the economic performance of manufacturing companies in the northeast of Italy. The authors claim that the impact of the joint adoption of ICT and environmental innovations on a firm’s performance is sector-specific and innovation-specific and the simple combination of technologies does not have a direct impact on economic performance. Complementarities are found between ICT and certain environmental innovations linked to organisational changes to meet green-certificate requirements (e.g. EMAS, ISO14001) among firms that belong to the most polluting sectors and are subject to Emission Trading System (ETS) regulation. In contrast, less regulated firms show higher gains in productivity by adopting green or ICT separately. In a similar vein, Upadhayay et al. (2024) find that both digital and green servitization processes enable firms to develop organisational and adaptation capabilities within the firms that enhance a learning-oriented culture that supports innovation activities for a broad sample of companies in OECD countries and beyond.
On the other hand, a recent study for Canadian SMEs finds that being both digitally and environmentally oriented5 may not be beneficial for firms’ innovativeness (Ardito et al., 2021). The authors find evidence that digitalization and sustainability orientation have a positive effect on SMEs innovation when they are considered as distinct strategies. A related study for a sample of 14,000 firms from the Flash Euro-barometer 486 survey finds that the interplay among digitalization and sustainability practices is not significant to enhance both social and environmental innovations and it is negatively associated with the launch of environmental and social innovations separately (Ardito, 2023). These results suggest the existence of the non-complementarity in the adoption of both digitalisation and sustainability practices on sustainable innovation performance.
Beyond the effect of green and digital technologies on innovation, Denicolai et al. (2021) focus on examining the impact of the interaction between artificial intelligence (AI) readiness6 and environmental sustainability readiness7 on Italian SMEs internationalisation. The study finds that digitalization and sustainability are interrelated and positively correlated, but they become competing assets when international performance8 is taken into consideration. This would be explained by the firm’s limitations on resources and capabilities. Inserting virtuously abroad only occurs when firms focus on either digitalization or sustainability.
In addition to the works on the complementary adoption of green and digital technologies on firm performance, other works have focused on the existence of complementarities-in-use. In this regard,
Kesidou and Ri (2021) study the complementarities-in use among digital9 and net-zero10 practices based on the Business Futures Survey for over 1000 UK firms. The authors find only low intense synergies between digital technologies and net-zero practices. These are stronger only in the case of the joint use of digital systems to improve customer experience with practices aimed at reducing, measuring and reporting environmental impacts, and in the joint use of digital technologies (augmented and virtual reality, artificial intelligence (AI) and machine learning) and investment in environmental R&D and organisational net zero practices. Another study carried out by Veugelers et al (2023) using the Survey on Investment and Investment Finance (EIBIS) from the European Investment Bank examines the characteristics of firms that jointly adopt twin transition technologies, understood as those firms that have implemented at least one advanced digital technology and have invested to address the impacts of physical and transition risks from climate change. The authors find that firms that invest in both digital and green are more likely to be innovation leaders and expand and train their workforce. In a similar vein, Kren and Lawless (2023) examine the effect of the joint impact of business climate investment and digital adaptation on Irish companies in manufacturing, information and communication and other internationally traded services sectors with more than 10 employees. The research finds that larger companies, that export, that are more productive and, that invest in R&D are more likely to have both a digital and climate change plan.
In summary, the existing literature has shed light on the interaction between green and digital transitions at the firm level, but the results in terms of their interrelationship (complementarity/substitutability) are still mixed and the few existing empirical works on this matter focus on a limited group of advanced economies. There are still gaps in the empirical literature at the firm level, especially in the context of developing countries. This paper aims at addressing this gap by examining whether the adoption of digital and green innovations complement each other, and to what extent this complementarity is related to observable (e.g.: size, age, participation in GVC, type of ownership, among others) or unobservable (e.g.: environmental regulations, subsidies for technology adoption) characteristics.