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Although previous research has explored the effect of strategic orientation (SO) on innovation and business performance, little attention has been paid to its effect on environmental innovation capability (EIC) and environmental sustainability performance. Drawing on the strategic marketing and dynamic capability theory, this study attempts to increase the understanding of how SO (i.e., customer orientation, competitor orientation, and technology orientation) influences the EIC, which in turn enhances supplier’s environmental sustainability performance in the context of buyer-supplier relationships. In addition, this study examines the impact of inter-functional coordination on SO and also explores the moderating role of buyers value added in the relationship between SO and EIC. Hierarchical regression analysis was performed to test hypotheses that are based on survey data collected in 127 Taiwanese information technology firms. The results show that customer orientation and technology orientation have a positive impact on the EIC, that buyers value added has a synergistic effect on the impact of competitor orientation on EIC, that inter-functional coordination has a positive impact on SO, and that EIC mediates the relationship between SO and environmental sustainability performance.

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Society benefits from rivers in many aspects. To the extent of water resources management, one of the salient issues is that the social benefit of in-stream water quality improvements is often difficult to be quantified for possible cost justification in many water pollution control programs. The difficulties arise from that many service flows of water quality are not channelled through the market system to consumers and producers. With different socio-economic structures, such valuation could be even more challenging when taking river basins with low-income level into account. Recent advances in fuzzy set theory provide a germain insight to viewing the instream water quality as a kind of fuzzy resource due to varying awareness of the quality of life. This paper provides a technical analysis using the fuzzy contingent valuation mothod (FCVM) to value in-stream water quality improvements in terms of three fuzzy resources from aesthetic to recreational, and to ecological aspects. Traditional CVM may allow interest groups or affected parties to join and present a more flexible asset assessment with respect to the prescribed environmental features in the river corridor. Yet the FCVM provides a mechanism that lies in providing a mapping (via fuzzy set theory) from a survey of respondents' valuation of subjective assessments of water quality into objective economic measures in terms of water quality parameters that management can more directly manipulate. With this new tool, the traditional CVM assessment outputs in a well-developed river basin may even lead to derive a simular valuaton function in a form of a regression equation in a developing river basin where the incme level is relatively low. As part of the sustainablity analysis basin wide, a case study in Taiwan showed that such effort may provide supportive information for cost benefit analysis in many water pollution control programs corresponding to different temporal and spatial scales.

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