Climate change imposes firms to adapt their production processes and resource consumption while developing sustainable products and services. Although research has shown a strong link between innovation and environmental sustainability, it has not defined a procedure for implementing this change while maintaining economic performance. This work explores how do companies implement environmental sustainability dynamic within their organization through innovation. A qualitative case study of a family business specializing in electrical products, services, and solutions was conducted. Data were gathered from 14 semi-structured interviews, participatory observations, and internal documents. This triangulation enabled an in-depth analysis of the firm’s environmental sustainability strategy. Environmental innovation is crucial for implementing an Environmental Sustainability Dynamic (ESD). Firms need to integrate it into their strategy and establish prioritized, achievable objectives. Improved ambidexterity capacities are key to meeting environmental goals. This study advances research on the link between innovation and environmental sustainability in firms. It offers insights into fostering an ESD through innovation, emphasizing the role of organizational ambidexterity in achieving sustainability objectives.
