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Green entrepreneurial orientation and technological green innovation: does resources orchestration capability matter?

Ibraheem Saleh Al Koliby (Faculty of Administrative Sciences, Thamar University, Dhamar, Yemen and School of International Studies, University Utara Malaysia, Sintok, Malaysia)
Mohammed A. Al-Hakimi (Department of Marketing and Production, Faculty of Administrative Sciences, Thamar University, Dhamar, Yemen)
Mohammed Abdulrahman Kaid Zaid (Department of Business Administration, Taiz University, Taiz, Yemen)
Mohammed Farooque Khan (Department of Management Science, Babasaheb Ambedkar Marathwada University, Aurangabad, India)
Murad Baqis Hasan (Department of Financial Administration, Central University of Punjab, Bathinda, India)
Mohammed A. Alshadadi (Department of Economics, Taiz University, Taiz, Yemen)

The Bottom Line

ISSN: 0888-045X

Article publication date: 28 February 2024

Issue publication date: 5 March 2024

223

Abstract

Purpose

Although green entrepreneurial orientation (GEO) has received much attention, it is unclear whether it affects technological green innovation (GI). Therefore, this study aims to understand how GEO affects technological GI, with its dimensions green product innovation (GPRODI) and green process innovation (GPROCI), as well as to explore whether resource orchestration capability (ROC) moderates the relationships between them.

Design/methodology/approach

Based on a cross-sectional survey design, data were gathered from 177 managers of large manufacturing firms in Yemen and analysed using partial least squares structural equation modelling via SmartPLS software.

Findings

The results revealed that GEO positively affects both GPRODI and GPROCI, with a higher effect on GPROCI. Importantly, ROC does, in fact, positively moderate the link between GEO and GPRODI.

Research limitations/implications

This research adds to knowledge by combining GEO, ROC and technological GI into a unified framework, considering the perspectives of the resource-based view and the resource orchestration theory. However, the study’s use of cross-sectional survey data makes it impossible to infer causes. This is because GEO, ROC and technological GI all have effects on time that this empirical framework cannot account for.

Practical implications

The findings from this research provide valuable insights for executives and decision makers of large manufacturing companies, who are expected to show increasing interest in adopting ROC into their organisations. This suggests that environmentally-conscious entrepreneurial firms can enhance their GI efforts by embracing ROC.

Social implications

By adopting the proposed framework, firms can carry out their activities in ways that do not harm environmental and societal well-being, as simply achieving high economic performance is no longer sufficient.

Originality/value

Theoretically, the results offer an in-depth understanding of the role of GEO in the technological GI domain by indicating that GEO can promote GPRODI and GPROCI. In addition, the results shed new light on the boundaries of GEO from the perspective of resource orchestration theory. Furthermore, the findings present important insights for managers aiming to enhance their comprehension of leveraging GEO and ROC to foster technological GI.

Keywords

Acknowledgements

The authors would like to extend their deep appreciation to the Editor-in-Chief and the reviewers for their invaluable comments and assistance with the improvement of the flow and justification of the study.

Citation

Al Koliby, I.S., Al-Hakimi, M.A., Zaid, M.A.K., Khan, M.F., Hasan, M.B. and Alshadadi, M.A. (2024), "Green entrepreneurial orientation and technological green innovation: does resources orchestration capability matter?", The Bottom Line, Vol. 37 No. 1, pp. 45-70. https://doi.org/10.1108/BL-06-2023-0199

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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