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This study examines how innovation spillovers from GreenCo influence implementation decisions in Indian automotive manufacturing firms, addressing a critical gap in understanding the granular mechanisms through which green certification creates knowledge externalities. Rather than treating GreenCo certification as a monolithic system, this research disaggregates the rating framework into individual modules to analyze their distinct spillover characteristics and develop an evidence-based decision framework for optimal implementation sequencing. The paper has primary objectives to quantify module-specific innovation spillovers generated by each component of the GreenCo rating system, including Management Systems, Energy Efficiency, Water Conservation, Material Resource Management, and Product Stewardship modules through technical knowledge transfer, certification facilitation, and regulatory compliance benefits; and to develop a decision matrix that enables firms to prioritize implementation based on spilloverinformed parameters. Our methodology employs a two-phase analytical approach combining qualitative module decomposition, quantitative spillover measurement, and decision matrix analysis. Each GreenCo module undergoes systematic analysis to identify spillover-generating components including technical knowledge domains, certification alignment, and regulatory compliance benefits. We measure spillover intensity across three dimensions: technical knowledge spillovers through supply chain networks and professional mobility, certification spillovers through standards alignment and audit preparation, and compliance spillovers through regulatory expertise transfer. Key findings reveal significant heterogeneity in spillover generation across GreenCo modules. The spillover-informed decision framework identifies seven key parameters derived from empirical analysis: Regulatory Compliance Acceleration & Certification Synergies, Cost Benefits, Supply Chain Network Impact, Risk Mitigation, Market Competitiveness & Brand Value, Operational Excellence Transfer, and Innovation & Technology Access. The study contributes to environmental technology adoption literature by providing the first module-specific analysis of green certification spillovers and developing a theoretically grounded decision framework for implementation optimization. For policy makers, the findings suggest that targeted incentives for high-spillover modules can generate multiplicative effects throughout industrial ecosystems. For manufacturing managers, the decision framework provides practical guidance for optimizing GreenCo implementation investments while maximizing spillover benefits for competitive advantage.
Keywords: Innovation spillovers, GreenCo certification, module-specific analysis, green manufacturing, environmental technology adoption.
