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The purpose of this paper is to develop research frameworks for two types of green supply chains based on Fisher's seminal work. In spite of Fisher's contribution to the literature, his study has rarely been extended into green supply chain contexts, except in a few conceptual arguments. The current study explores how Fisher's perspective of efficient versus responsive supply chains can be a stepping stone to the development of two green supply chains: eco‐efficient and eco‐responsive supply chains.

Toward the above end, a case methodology is employed (Yin). Two Korean global companies, Pohang Iron and Steel Company (POSCO) and Samsung Electronics (SEC), are selected to explore eco‐efficient and eco‐responsive supply chains. POSCO (steel products) is selected to enable the understanding of how efficient and eco‐efficient supply chains work. SEC (mobile phone products) is chosen to understand responsive and eco‐responsive supply chains.

The findings suggest that POSCO tends to stress process technology innovation as a means to address green pressures, while SEC accentuates the green product strategy; while an eco‐efficient supply chain focuses on keeping to an environmental standard across the supply chains, an eco‐responsive supply chain centers on the collaboration of suppliers and distributors in greening the supply chain; and SEC takes more initiatives to educate and encourage consumers to engage in recycling activities than POSCO does.

Few studies have examined the green supply chain using the perspective of Fisher's framework (efficient vs responsive supply chains). By addressing the timely topic, this study fills a research gap in green supply chain literature.

This study aims to examine whether the types of eco-market orientation (eco-proactive market orientation and eco-responsive market orientation) result in green knowledge acquisition and positive organizational outcomes (green customer satisfaction [GCS], green brand image [GBI] and green value-based competitiveness [GVC]). The study further aims to explore the mediation role of green business practices in the relationship between the types of eco-market orientation and organizational outcomes.

Questionnaire was used to garner data from managers from Ghanaian hospitality firms. The hypothesized relationships were tested using partial least square structural equation modeling.

The result confirms the notion that although both eco-proactive market orientation and eco-responsive market orientation contribute significantly to enhancing the acquisition of green knowledge, eco-responsive market orientation has a strong effect on green knowledge acquisition. Also, the outcome of the mediation analysis proves that green business practices (GBPs) play an important indirect role in the relationship between eco-market orientation (eco-proactive market orientation and eco-responsive market orientation), GCS, GBI and GVC.

Anchored on the resource advantage theory and natural resource-based view theory, this study offers a fresh contribution to marketing and environmental management literature by developing a unified research model that explores the mediation roles of GBPs between the types of eco-market orientation (eco-proactive market orientation and eco-responsive market orientation), GCS, GBI and GVC.

Manufacturing firms face increasing pressure to be more “greener” or environmentally friendly. Drawing upon the sustainable development (SD) theory and resource-based view, this study aims to examine the role of total quality management (TQM) and its effect on corporate SD (CSD). Also, this study focused on the mediating role of green innovation (GI).

This study used data from a time-lagged design with two waves that strengthened the hypothesized framework and used structural equation modeling to test the hypotheses.

The results showed a significant influence of TQM on CSD and GI. Also, GI positively affects CSD and fully mediates TQM and CSD relationships.

Important practical implications are integrating the quality indicators with sustainability and environmental dimensions. This study shall help the managers and policymakers in achieving their sustainability goals.

This study advances the prior literature and provides a noble approach of SD for TQM in manufacturing small and medium enterprises in an emerging country context.