Appiah, L.O. and Essuman, D. orcid.org/0000-0003-1838-2505 (2024) How do firms develop and financially benefit from green product innovation in a developing country? Roles of innovation orientation and green marketing innovation. Business Strategy and the Environment, 33 (7). pp. 7241-7252. ISSN 0964-4733
Abstract
While previous research has explored the antecedents and outcomes of green product innovation, empirical evidence remains inconclusive. This study draws on the contingent natural resource–based view to conceptualize how innovation orientation enables firms to develop green product innovation to enhance financial performance, especially where they emphasize green marketing innovation. The study tests its hypotheses using primary survey data from 347 small and medium enterprises (SMEs) in Ghana and PROCESS as an analytical tool. The results suggest that innovation orientation has a positive relationship with green product innovation and that green product innovation mediates the relationship between innovation orientation and financial performance. Additional results indicate that green product innovation contributes more to financial performance under increasing levels of green marketing innovation. The article sheds new light on how firms can combine innovation orientation, green product innovation, and green marketing innovation to boost financial performance in a developing country.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2024 The Author(s). Business Strategy and the Environment published by ERP Environment and John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited: https://creativecommons.org/licenses/by/4.0/ |
Keywords: | contingent natural resource–based view; Ghana; green innovation; green marketing innovation; innovation orientation; low-resource context |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 04 Jul 2024 14:01 |
Last Modified: | 25 Nov 2024 13:33 |
Status: | Published |
Publisher: | Wiley |
Refereed: | Yes |
Identification Number: | 10.1002/bse.3864 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:214454 |