How do firms develop and financially benefit from green product innovation in a developing country? Roles of innovation orientation and green marketing innovation
Listowel Owusu Appiah,
Dominic Essuman
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… Show more
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