Towards Unlocking Sustainability Potentials - Adoption and Diffusion of Digital Innovation.

Today organizations are encouraged to progress towards sustainability. The aim is to achieve more with less. Here, digitalization is an important lever to enable greater sustainability by e.g., making the status-quo transparent and allowing to optimize current production processes, products, and services. The aim of this paper is to support organizations in addressing today's sustain ability challenges with digital potentials in a holistic, coherent, and standardized way. The designed REDUCE (Resource Efficiency via Digitalization as Unfair Competitive Enabler) method adopts, customizes, and complements the dynamic capability theory. It excels at (1) sensing: identifying when and to what sustainability trends to adapt, (2) seizing: designing a fitting (digital innovation) strategy and (3) transforming: its successful adoption and diffusion. Thus, the REDUCE method's purpose is to steer organizations via multi- perspectives and multi-steps towards a more sustainable future. Here, also REDUCE itself can be advanced to an IT -driven REDUCE Tool enabling and guiding its users.