Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity

Woon Leong Lin, Jo Ann Ho, Murali Sambasivan, Nick Yip and M. Azali

Technological Forecasting and Social Change, 2021, vol. 171, issue C

Abstract: Green innovation has received growing attention from the business sector in recent years, yet few studies have examined the internal mechanisms and contingent conditions that link green innovation to a firm's brand value. By integrating the brand value literature with the resource-based view (RBV), our research investigates the moderating roles of marketing capability and R&D intensity in the influence of green innovation strategy (GIS) on brand value. The System-GMM method was used to estimate a dynamic panel data model based on firm-level panel data from 164 listed companies in the global automotive industry between 2011 and 2018. The results confirmed that GIS has a positive impact on brand value, showing that automotive firms can use GIS to improve their brand value. Furthermore, the contingent effects of a firm's marketing capability and R&D intensity were supported. Marketing capability and R&D intensity positively moderate the relationship between GIS and brand value. The effect of GIS on brand value is more significant for firms with high R&D intensity and high marketing capability investment compared to those firms with low intensity and low investment. This study provides crucial theoretical and managerial implications for managers.

Keywords: Green innovation strategy; R&D intensity; System GMM.; Brand value; Marketing capability (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:171:y:2021:i:c:s0040162521003784

DOI: 10.1016/j.techfore.2021.120946

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