Title: Green innovation under uncertainty - a dynamic perspective

Authors: Ping Li; Mohan Menon; Zuoming Liu

Addresses: Department of Economics and Management, Shandong University of Technology, 88 GongQingTuan Xi Road, Zibo, Shandong 255012, China ' Department of Marketing and Management, Mike Cottrell College of Business, University of North Georgia, 82 College Cir, Dahlonega, GA 30597, USA ' Department of Marketing and Management, Mike Cottrell College of Business, University of North Georgia, 3820 Mundy Mill Rd, Oakwood, GA 30566, USA

Abstract: Increasing concerns regarding environment and sustainability drive firms to devote resources to green product development to satisfy customers' preference and gain competitive advantage. Organisations require an effective learning orientation (LO) along with a market-based orientation in order to tackle sustainability challenges to gain competitive advantage. The study proposes a conceptual framework to analyse the effects of learning orientation and market orientation in improving a firm's green innovation. More importantly, the framework describes how the orientation impacts innovation under different environmental settings. Data from 231 China-based companies were used in the study and the results indicate the nature of the linkages between a firm's green innovation and its learning and market orientation. Guidelines for practitioners on managing environmental uncertainties and improving green innovation are discussed.

Keywords: green innovation; learning orientation; environmental uncertainty; market orientation.

DOI: 10.1504/IJSEM.2019.098939

International Journal of Services, Economics and Management, 2019 Vol.10 No.1, pp.68 - 88

Received: 22 Sep 2018
Accepted: 15 Dec 2018
Published online: 09 Apr 2019 *

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