The aim of the presented green ICT project is primarily to start new and advance existing innovation development in SME networks, secondly to accelerate innovation diffusion in B2B networks and thirdly to improve the operational environment of enterprises through green ICT solutions that support sustainable development. Various technology development projects - and also ideas for further projects - have arisen as a result of this project. In order to answer our research question - how to improve innovation diffusion in SME networks in collaboration with academia -in this article we introduce an academia-driven innovation management model and green ICT pilot case. In the conceptual part of this paper we discuss the process of innovation diffusion and the mediator's role in value creation for SME networks.