Abstract
We analyze the strategies of companies offering green ICT solutions and thereby driving the dual digital and environmental transition. Building on the “Blue Ocean” strategy, we introduce the concept of a “green network strategy,” which posits that, in the context of sustainable development, it is appropriate to implement open, ecological, and social innovations that will offer new value to customers while optimizing costs. We conducted two surveys in 2024 and 2025 among companies in the IT and service sectors in Europe. We analyzed the results using proportion difference tests and logistic regression. The results show that the surveyed companies developing green ICT solutions are more innovative and more actively engaged in collaborative networks. They exhibit characteristics typical of Blue Ocean Strategy, such as uniqueness and a departure from the industry strategies. They also optimize costs. Engagement in green innovation is associated with better growth prospects and does not reduce competitiveness.
Paper Type
Full Paper
DOI
10.62036/ISD.2026.135
Green Network Strategy in ICT
We analyze the strategies of companies offering green ICT solutions and thereby driving the dual digital and environmental transition. Building on the “Blue Ocean” strategy, we introduce the concept of a “green network strategy,” which posits that, in the context of sustainable development, it is appropriate to implement open, ecological, and social innovations that will offer new value to customers while optimizing costs. We conducted two surveys in 2024 and 2025 among companies in the IT and service sectors in Europe. We analyzed the results using proportion difference tests and logistic regression. The results show that the surveyed companies developing green ICT solutions are more innovative and more actively engaged in collaborative networks. They exhibit characteristics typical of Blue Ocean Strategy, such as uniqueness and a departure from the industry strategies. They also optimize costs. Engagement in green innovation is associated with better growth prospects and does not reduce competitiveness.
Recommended Citation
Wojnicka-Sycz, E., Sycz, P., Tutaj, J. & Rybicki, J.(2026). Green Network Strategy in ICT. In M. Valenta, B. Mannová, R. Pergl, A. Przybylek, M. Lang, H. Linger, C. Schneider, N. Iivari, & E. Insfran (Eds.), Making ISD Sustainable: Reloaded with AI and Automation (ISD2026 Proceedings). Prague, Czech Republic: Czech Technical University in Prague. ISBN: 978-80-01-07585-2. https://doi.org/10.62036/ISD.2026.135