Do green innovation and green competitive advantage mediate the effect of green marketing orientation on SMEs’ green marketing performance?

Nuryakin, Nuryakin; Maryati, Tri

doi:10.1080/23311975.2022.2065948

Cited by 47 publications

(47 citation statements)

References 79 publications

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“…The prerequisite for a company to gain market power is that it has a competitive advantage in the industry (Kurz, 2023). Empirical evidence that green innovation can help firms to gain sustainable competitive advantage has emerged in China (Ge et al, 2018), Iran (Barforoush et al, 2021), Europe (Hojnik & Ruzzier, 2017), and elsewhere (Kahupi et al, 2021; Nuryakin & Maryati, 2022). Enterprises' green technology innovation can not only effectively reduce the unwanted output of production, but also have a positive impact on enhancing enterprises' market competitiveness (Li et al, 2019; Sellitto et al, 2020).…”

Section: Theory and Hypothesismentioning

confidence: 99%

Peer influence, market power, and enterprises' green innovation: Evidence from Chinese listed firms

2023

Corp Soc Responsibility Env

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In the era of a green economy, green innovation has become a way for enterprises to gain competitive advantage, and it is of great theoretical and practical significance to explore the driving force of enterprises' green innovation. This study explores the peer effect of an enterprise's green innovation and conducts an empirical test using data from 3338 Chinese listed companies in 2020. The results show a significant positive peer effect of enterprises' green innovation, and the green innovation of individual enterprises increases by 0.869 for each unit increase in industry‐average green innovation. Further research shows that market power is the channel by which peer influence affects an enterprise's green innovation. Moreover, regional heterogeneity exists in the strength of the peer effect, which varies according to firm maturity and board size. These findings provide a reference for enterprises and governments to promote green transformation.

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Section: Theory and Hypothesismentioning

confidence: 99%

Peer influence, market power, and enterprises' green innovation: Evidence from Chinese listed firms

2023

Corp Soc Responsibility Env

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“…Also, this theory discusses how to obtain a sustainable competitive advantage by creating and utilizing new product development of the organization. By giving excellent service to consumers (Nuryakin, 2018), price innovation, retail/distribution innovation, and promotion innovation (Nkemkiafu et al, 2019). Wade and Hulland (2004) debate that businesses have possessions, a subcategory that allows them to attain competitive lead, and a subsection of those that lead to excellent long-term performance.…”

Section: Marketing Innovationmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Marketing competency, marketing innovation and sustainable competitive advantage of small and medium enterprises (SMEs): a mixed-method analysis

Olazo

2022

APJML

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PurposeThe purpose of the current research is to investigate the relationship between marketing capabilities and marketing innovation toward the sustainable competitive advantage of small and medium enterprises in the Philippines. The research study aims to improve the prior conducted literature by concentrating on the precursors of innovation in marketing and its impact on building a sustainable competitive market. The paper intends to address this by examining the following variables using a mixed-method approach.Design/methodology/approachThe researcher employed the mixed methods particularly the sequential explanatory design to explain and interpret the quantitative data collected from 89 business owners/managers using Jamovi Software while the qualitative data were collected through an in-depth interview conducted with 10 SME owner-managers of new and established businesses in Angeles City, Pampanga using Taxonomic Coding Scheme. The sequential explanatory design was used to explain and interpret quantitative results by collecting and analyzing follow-up qualitative data.FindingsThis study investigates the relationship between marketing capabilities and marketing innovation towards sustainable competitive advantage of micro-small and medium enterprises in the Philippines through mixed method approach. For quantitative result, the study found that marketing competency significantly influenced marketing innovation. The result shows that all SMEs have enough people in place who are capable of implementing marketing innovation activities and use new technology like the use of information technology. The paper also found that marketing innovation, significantly predicted sustainable competitive advantage. MSMEs exhibit this innovation such as product, price, place, and promotion can create a distinctive position in the market towards sustainable competitive advantage. The paper also tested the mediation effect of marketing innovation that influences the relationship between marketing competence and sustainable competitive advantage. Most of the hypotheses posited were supported. For qualitative data, it was revealed that these SMEs through their key informants and key leaders are open to innovations thus, willing to learn by establishing networks with customers and other managers/business owners to expand and improve their business. The food business in Pampanga is highly competitive, and most of the SMEs are engaged with it. In order to survive the saturated market, continuous improvement is important in the identified areas for growth and innovation. Mixed method analysis supported quantitative and qualitative findings. Hence, it indicated that marketing competency significantly influences sustainable competitive advantage, which can be achieved through marketing innovation. In this study, the researcher analyzed the influence between marketing competence and marketing innovation to achieve a sustainable and competitive market.Research limitations/implicationsThere were certain limitations of this research study. First, the lack of panel data limits the investigation of causality that is instrumental in substantiating the findings. Second, the proposed conceptual framework offers a deeper understanding of innovation performance, examining how integrating activities of the R&D department, human resource department, and marketing department affect innovation commercialization will likely provide more meaningful insights. Moreover, finally, future studies may go beyond the scope of our study to examine (1) food and meat processing, (2) agriculture, hunting, and forestry, (3) hotels and restaurants, (4) mining and quarrying, (5) wholesale and retail trade, (6) transport, storage communication.Practical implicationsTo remain relevant in this extraordinary time, this paper suggests a support instrument to offer vital data on different categories of innovation to the foodservice sector SMEs in Angeles City to embrace and implement new innovative methods in their practices. The key practical implication of this research, therefore, is the requirement for small and medium business owner-managers to improve their technical capability to realize the full benefits, particularly in terms of more responsive and user-centered, data-driven marketing personnel.Social implicationsThese findings may influence positive social change by contributing to more effective and efficient marketing practices in small and medium firms that can lead to better financial performance, higher survival rates, and a healthier economic system. This study demonstrates that SME owner-managers require new skillsets to overcome the barriers to adopting technology for marketing. This primary capability is a prerequisite to the competitive advantage of the business, yielding to brand equity, business growth, and marketing dominance.Originality/valueThis study used a sequential explanatory mixed-methods strategy to determine the significant variables. This paper addresses an interesting and practical issue related to the impact of marketing capabilities and marketing innovation towards sustainable competitive advantage of micro-small and medium enterprises in the Philippines using mixed method approach.

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“…Furthermore, some of the recent research (Dang & Wang, 2022; Roh et al, 2022; Su et al, 2020; Yin & Yu, 2022) to a few extents ( not exactly what we proposed in model 1 & model 2 ) exposed the interplay between GMO, GI, and organization performance, but the research outcome appears to be apples‐and‐oranges ( skepticism ); for example, few detected the indirect effect of GMO on firm's performance mediated through GI “neglecting the direct effect ( between GMO and organization performance ),” and few disprove the same results by equating the GI as an outcome of adoption‐acquisition mechanism (Borah et al, 2021; Nath & Siepong, 2022; Yin & Yu, 2022). The literatures that admit the direct effect of GMO on organization performance disdained the inclusion ( or integration ) of these three constructs ( IGMO , SGMO , and TGMO ) either fully (Leal‐Rodríguez et al, 2018; Nuryakin & Maryati, 2022; Tjahjadi et al, 2020) or partially (Dang & Wang, 2022; Li et al, 2018; Papadas et al, 2019). Also, earlier literature illustrates the inconsistencies in results; for example, few studies depict the positive effects (Fatoki, 2021; Papadas et al, 2019; Wang, 2020), few negative (Khan, Johl, & Akhtar, 2021), and few no effects at all (Borah et al, 2021; Zehir & Ozgul, 2020) of GMO on organization performance.…”

Section: Introductionmentioning

confidence: 99%

Effect of green marketing orientation dimensions on green innovation and organizational performance: A mediation‐moderation analysis

2023

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The study aims to explore the effect of dimensions of green marketing orientation (GMO) on green innovation and organizational performance utilizing the fundamental concepts of GMO theory, institutional theory, and resource‐based theory, or natural resource‐based view. In this research, we mainly explore the unplumbed effect of internal (IGMO), strategic (SGMO), and tactical green marketing orientation (TGMO) of the firm using the GMO theory. Although few scientific attempts tried to measure the effect of IGMO, SGMO, and TGMO, a majority of them disdained the idea of its integrated effect and adopted a futile approach while positioning these constructs in their model. In addition, we investigated stakeholders' role (moderating) in green innovation practices and organizational performance. The proposed model is tested using survey data collected from 201 top and middle‐level working professionals from manufacturing to service industries in India. We used a structured questionnaire and covariance‐based structure equation modeling for the path estimation. All three dimensions showed a direct positive significant effect on green innovation. Only tactical TGMO showed a direct effect on organizational performance, while the other two showed an indirect effect only on organizational performance mediated through green innovation. The study also established the moderating effect of stakeholders' view on the relationships between green innovation and organizational performance. Conclusively, we contribute to GMO theory by extending the scope for further academic/market validation and concurrently advancing managerial inferences for business strategists and market practitioners on sustainable organizational development.

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Do green innovation and green competitive advantage mediate the effect of green marketing orientation on SMEs’ green marketing performance?

Cited by 47 publications

References 79 publications

Peer influence, market power, and enterprises' green innovation: Evidence from Chinese listed firms

Peer influence, market power, and enterprises' green innovation: Evidence from Chinese listed firms

Marketing competency, marketing innovation and sustainable competitive advantage of small and medium enterprises (SMEs): a mixed-method analysis

Effect of green marketing orientation dimensions on green innovation and organizational performance: A mediation‐moderation analysis

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