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This dissertation deals with the increasingly recognized role of incumbent firms in advancing sustainability-oriented industry transitions. Incumbent firms are understood as firms-in-industries, which are embedded in established market structures and thereby contrast new entrant firms. The purpose of this research is twofold. First, to provide empirical evidence of barriers to and success factors of incumbent-driven industry transitions. Second, to unify hitherto dispersed descriptions of transition-related firm behaviour in a new understanding of incumbent firms in industry transitions. To this end, theoretical concepts are discussed and extended on the basis of different empirical studies in the German meat industry. The meat industry serves as suitable research setting due to its diverse sustainability challenges, ranging from climate change and pollution to animal welfare and public health, as well as its current developments towards sustainable protein alternatives. The meat context also offers opportunities to delve into individual-level processes influencing transition-related behaviour. The main contribution of this dissertation is a Multi Embeddedness Framework (MEF) that details processes and outcomes of integrated incumbent firm behaviour, including passive, reactive and proactive behaviors. The framework acknowledges the diversity in incumbent firm behaviors within industries and firms and provides new insights into transition-related behaviors at firm and individual level. With regard to the latter, the potential of learning about and from innovative start-up firms as well as shared sensemaking processes are discussed. The contents of this dissertation provide valuable contributions to the transition literature as well as important management implications with regard to the stimulation and promotion of proactive behaviors
