Search results

1 – 3 of 3
Article
Publication date: 27 March 2024

Michael Boadi Nyamekye, Edward Markwei Martey, George Cudjoe Agbemabiese, Alexander Kofi Preko, Theophilus Gyepi-Garbrah and Emmanuel Appah

This paper aimed to test a proposed framework highlighting strategic green marketing initiatives and how they drive new technology implementation towards green corporate…

Abstract

Purpose

This paper aimed to test a proposed framework highlighting strategic green marketing initiatives and how they drive new technology implementation towards green corporate performance, underpinned by institutional isomorphism.

Design/methodology/approach

The study used a quantitative method and convenience sampling approach in gathering data using adapted questionnaires to solicit first-hand information from 225 employees of small and medium-sized enterprises (SMEs) in the tourism and hospitality sector underpinned by the theory of institutional isomorphism.

Findings

The study shows that green communication and green strategy alignment have significant predictive effects on new technology implementation. Cultural isomorphism significantly moderated the effects of implementing new technology (i.e. green communication and strategy alignment). In addition, “new technology implementation had a significant predictive effect on green corporate performance”. Meanwhile, the moderation effect of “green creative behaviour on the new technology-green corporate performance dyad was positive but insignificant.”

Originality/value

The study’s novel framework confirms how green communication strategy and green strategy alignment complement cultural isomorphism to explain the impact of new technology implementation on green corporate performance, underpinned by institutional isomorphism.

Details

Journal of Contemporary Marketing Science, vol. 7 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 28 February 2024

Ibraheem Saleh Al Koliby, Mohammed A. Al-Hakimi, Mohammed Abdulrahman Kaid Zaid, Mohammed Farooque Khan, Murad Baqis Hasan and Mohammed A. Alshadadi

Although green entrepreneurial orientation (GEO) has received much attention, it is unclear whether it affects technological green innovation (GI). Therefore, this study aims to…

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.

Article
Publication date: 10 January 2023

Bahadur Ali Soomro, Nisren Farouk Moawad, Ummi Naiemah Saraih, Nadia A. Abdelmageed Abedelwahed and Naimatullah Shah

This study aims to explore the role of the green market (GM) and green innovation (GI) towards green entrepreneurship (GE) and sustainable development (SD).

Abstract

Purpose

This study aims to explore the role of the green market (GM) and green innovation (GI) towards green entrepreneurship (GE) and sustainable development (SD).

Design/methodology/approach

Based on cross-sectional data, the researchers used quantitative methods in this study to confirm the conceptual framework. The researchers used a questionnaire to collect the data obtained from Pakistan's knowledge-based companies (KBCs). In total, the researchers used 192 usable samples to deliver the findings.

Findings

The researchers used structural equation modeling (SEM) to ensure the model's fitness and as a basis for this study's hypotheses. The findings highlight that the GM factors, such as green product (GP), green design (GD), green supply chain (GSC) and green production (GPN) have a positive and significant effect GM factors, such as on both GE and SD. Further, GI is, also, a significant predictor of GE and SD. Finally, this study's findings show that GE has a predictive role of towards SD.

Practical implications

This study's findings create a source of attention for individuals to preserve the GM's natural resources. Further, mainly in developing contexts like Pakistan, the addition of the GI factor and the GM towards GE and SD contribute to the depth of the existing literature.

Originality/value

By integrating factors, such as innovation toward GE and SD, this study's findings provide an original contribution to the empirical evidence.

Access

Year

Last week (3)

Content type

1 – 3 of 3