How resource alignment moderates the relationship between environmental innovation strategy and green innovation performance. Issue 3 (3rd April 2018)

• Record Type: Journal Article
• Authors: Huang, Jing-Wen; Li, Yong-Hui
• Is Part Of: Journal of business & industrial marketing. Volume 33:Issue 3(2018)
• Page Start: 316
• Page End: 324
• Publication Date: 2018-04-03
• Subjects: Environmental innovation strategy -- Green innovation performance -- Resource alignment; Industrial marketing -- Periodicals; 658.804
• DOI: 10.1108/JBIM-10-2016-0253
• Languages: English
• ISSNs: 0885-8624

Abstract

Abstract : Purpose: Empirical evidences support the benefits of environmental innovation to improve performance. However, previous research has not considered the role of resource alignment in green supply chain management. To fill the research gap, this paper aims to identify resource alignment as a potential moderating mechanism and to examine the relationships between environmental innovation strategy, resource alignment and green innovation performance. Design/methodology/approach: The empirical study uses a questionnaire approach designed to collect data. Regression analysis is used for hypotheses testing. Findings: The findings indicate that environmental innovation strategy and resource alignment between partners are positively related to green innovation performance. This study also provides considerable support to the key contingent moderator of resource alignment. The positive effect of environmental innovation strategy on green innovation performance is stronger under the conditions of a higher level of resource alignment between partners. Research limitations/implications: This study provides empirical support of the ecological modernization theory and integrates partner analysis literature and green management literature. Higher resource alignment may facilitate firms to develop environmental innovation strategy to attain green innovation performance. Practical implications: Environmental innovation strategy enables firms to integrate ecological issues into their business operation. Managers could learn how to execute environmental incentive programs to promote sustainable development of green new product and green process. Managers need to pay attention to resource alignment that may have moderating influence on the performance outcomes of environmental innovation strategy. Originality/value: This study highlights the importance of environmental innovation strategy and resource alignment in the process of green management and helps scholars and managers to better understand the moderator of resource alignment in quest of environmental innovation and green management.