Green market orientation, green innovation capability, green knowledge acquisition and green brand positioning as determinants of new product success

Prasad Siba Borah, Courage Simon Kofi Dogbe, Wisdom Wise Kwabla Pomegbe, Bylon Abeeku Bamfo and Lawrence Kwabena Hornuvo

European Journal of Innovation Management, 2021, vol. 26, issue 2, 364-385

Abstract: Purpose - The purpose of this study is to assess if the mediating effect of green innovation capability (GIC) in the relationship between green market orientation (GMO) and new product success (NPS) was conditional on the moderating effects of green knowledge acquisition (GKA) and green brand positioning (GBP). Design/methodology/approach - The analysis was based on primary data gathered using a structured questionnaire, which was developed on a five-point Likert scale of 1-Strongly disagree to 5-Strongly agree. There were 259 manufacturing firms engaged in the study, with data analyzed using PROCESS macro (v.3.4) for SPSS (v.23). Findings - The research revealed that GMO had no direct effect on NPS among manufacturing firms, the relationship was rather mediated by GIC of the firms. The effect of GMO on GIC was moderated by GKA, whereas the effect of GIC on NPS was moderated by GBP. Overall, the mediating effect of GIC in the relationship between GMO and NPS was conditional on the moderating effects of GKA and GBP. Research limitations/implications - The study focused on only knowledge acquisition (green), without recourse to assimilation, transformation and exploitation. These may, however, be very important in explaining the role of knowledge in green innovation. Practical implications - Green market-oriented manufacturing firms must seek to also make investments in GIC to transform those concepts into successful innovative products. Originality/value - Despite the increasing number of studies on GMO, very limited concentration has been paid to how firms could leverage on the potentials of GMO to enhance the success of new products introduced into the market. This study did not just establish the effect of GMO on the success of new products but also identified some intervening variables in this relationship.

Keywords: Green market orientation; New product success; Green innovation capability; Green knowledge acquisition; Green brand positioning; Manufacturing (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-09-2020-0345

DOI: 10.1108/EJIM-09-2020-0345

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