Implementation of strategic green orientation in supply chain

Paul Hong (College of Business Administration, University of Toledo, Toledo, Ohio, USA)
He‐Boong Kwon (Division of Business, Concord University, Concord, West Virginia, USA)
James Jungbae Roh (Rohrer College of Business, Rowan University, Glassboro, New Jersey, USA)

European Journal of Innovation Management

ISSN: 1460-1060

Publication date: 2 October 2009



The purpose of this paper is to present a research model that defines the inter‐relationships between strategic green orientation, integrated product development, supply chain coordination, green performance outcomes and business unit performance. This paper aims to address innovation issues by integrating strategic orientation, internal business practices, supply chain coordination, and performance outcomes measures.


The international data of 711 firms accessed through the International Manufacturing Strategy Survey (IMSS IV) are used to validate this model.


A firm's strategic green orientation involves past green practices, implementation of innovative environment improvement program and future commitment for environmental practices. This strategic green orientation is supported by a set of inter‐organizational innovation practices such as integrated product development practices, effective coordination of supply chain network and relevant and measurable performance outcomes.


The model, variables, empirical tests and results in this paper suggest a new understanding about strategic green orientation and its relationships with product development practices and supply chain coordination. The framework is intended both to explicitly inform senior executives of the importance of inter‐organizational innovation practices such as strategic green orientation in terms of past, present and future practices as well as to the factors that effectively implement such strategic direction and commitment. It is also intended to provide a lens with which further research can be directed to enhance environmental reputation and outcomes of firms through new product development practices and supply chain network coordination and the sustainable long‐term competitive advantages of the firms.



Hong, P., Kwon, H. and Jungbae Roh, J. (2009), "Implementation of strategic green orientation in supply chain", European Journal of Innovation Management, Vol. 12 No. 4, pp. 512-532.

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Copyright © 2009, Emerald Group Publishing Limited

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