The increasingly competitive environment requires a continuous innovation for both survival and competitiveness of firms, including FFs. This study aims at investigating to what extent environmental practices and eco-design methods can be included into innovation, in order to develop new products that satisfy consumers’ expectations in terms of both aesthetic and functionality and environmental saving. The case of an Italian FF operating in the furniture industry has been deeply analysed. By focusing on a recent innovation project, the study provides empirical evidence that environmental sustainability can be actually considered as an innovative force generating new products and processes
