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In an era shaped by global environmental urgency, green innovation has emerged as a key strategic lever for corporate transformation. This keynote will examine the multifaceted role of green innovation in enhancing firm performance across three critical dimensions. First, we investigate whether green innovation enhances resource efficiency and strengthens corporate reputation, showing that sustainability and profitability are not mutually exclusive. Second, we investigate the financial prerequisites for deploying green innovation, highlighting the constraints faced by SMEs and the importance of targeted incentives and accessible green financing mechanisms. Finally, we assess how investments in green and ESG assets contribute to portfolio diversification and market resilience, particularly during times uncertainty. Drawing on recent empirical studies, this presentation offers an integrated perspective on the financial, economic, and environmental implications of sustainable transition strategies.