This paper examines the strategic framing of hydrogen technologies as critical enablers in the global transition to sustainable energy systems. Using the European Union (EU) as a case, the study explores how companies position themselves within the emerging hydrogen market, focusing on the interplay between technology characteristics, framing dimensions, and strategic tactics. Publicly available qualitative data from 2020 to May 2024—including feedback on the EU’s “Hydrogen Strategy” and “REPowerEU” initiatives—were analyzed through an inductive, frame-theory lens to uncover corporate strategies and discourses. Findings highlight that hydrogen technologies are framed variably, with technological frames (e.g., "green hydrogen" vs. "clean hydrogen") shaping stakeholder perceptions and influencing energy transition pathways. Key tactics include emphasizing cost, sustainability, and system adaptability, reflecting the strategic interests of market actors in promoting specific hydrogen variants. The analysis reveals that umbrella terms like "low-carbon hydrogen" enable flexibility in stakeholder engagement but may dilute the clarity needed for decisive market and policy actions. Additionally, this research integrates Hype Management Theory to explain the dual role of hype in advancing market adoption while necessitating careful expectation management. It underscores the importance of aligning technological and strategic frames with broader policy goals to foster legitimacy and accelerate adoption. This study contributes to understanding strategic technology framing in nascent markets, offering implications for policy-making and corporate strategy in achieving a just and sustainable energy transition.
