دانلود رایگان مقاله فشار محیطی و عملکرد آنالیز نقش استراتژی نوآوری محیط زیست و قابلیت بازاریابی

abstract

The purpose of this study is to explore the relationship between environmental pressures (i.e. environmental regulation and stakeholder pressures) and performance considering the mediating role of environmental innovation strategy and the moderating role of marketing capability. Both primary data collected from 121 UKbased manufacturing firms and secondary data on financial performance of the firms is used to test the proposed relationships. The results show that environmental innovation strategy fully/partially mediates the relationship between environmental regulation/stakeholder pressures and environmental performance, and partially mediates the effect of environmental regulation on financial performance. The results also indicate that marketing capability significantly moderates the relationship between environmental regulation and environmental innovation strategy. Drawing upon contingency theory and dynamic capability view, by testing the mediation and moderation effects, the results of this study provide managers with valuable guidance for developing environmental innovation strategy.

5. Discussion and implications

5.1. Implications and contributions to theory The theoretical framework for this study is valuable for extending our understanding of environmental management practices by empirically testing the environmental pressures–environmental innovation strategy–performance relationship from multiple perspectives. From the CT and DCV perspectives, this study offers unique theoretical arguments describing the relationship by considering the mediating effect of environmental innovation strategy and the moderating effect of marketing capability. In essence, the mediation and moderation is verified empirically by using the multiple perspectives.