The contributions of interpreters to the development of radical innovations of meanings: the role of ‘Pioneering Projects’ in the sustainable buildings industry

Studies of innovation management have often focused on two domains: technologies and markets. An ever‐increasing standard of living is pushing companies to develop products and services that are not only profitable but also socially responsible. Sustainable housing offers an intriguing empirical setting that allows the investigation of new processes able to support innovations that must be both profitable and socially responsible....