An Integrative Approach to Building an Innovative and Sustainable Business

This study suggests an integrative model that links institutional pressures, innovation orientation, and dynamic skills to long-term company success. The study emphasizes how businesses might reorganize resources, adapt to environmental changes, and conform to public expectations in order to attain sustainability. It draws on the Resource Based View (RBV), Dynamic Capabilities Theory (DCT), and Institutional Theory. In order to provide theoretical development and practical implications for companies trying to strike a balance between innovation and sustainability, the research offers a conceptual model, hypotheses, and methodological directions.