Conceptual Framework of Antecedents and Consequences of Green Market Orientation Innovation
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Abstract
This study aims to study the antecedents and consequences of green market orientation Innovation and the moderating influence of organizational resilience. Green Market Orientation Innovation is a crucial factor in business and competitive advantage is important for every organization and operation at the present time to enable the organizations to be able to compete in a constantly changing situation. The study was conducted by the literature review, theory, empirical research to be a guideline for future research. To guide further research, the research found that the causal factors that influence sustainable business performance include environmental leadership and environmental organizational culture, green knowledge management capabilities, organizational risk management, green marketing-oriented innovation and competitive advantage. There is a moderator between green marketing orientation innovation and competitive advantage, namely the organizational resilience. This research studies to understand the factors and provide guidelines for effective organizations.
This research has both theoretical and practical management benefits. In theoretical benefit, this study provides a conceptual framework and research propositions that can be developed into hypotheses and empirically tested in the future. In practical benefit, the results can provide a guideline for organizations and apply to develop green marketing orientation innovation in organizations to create competitive advantage and sustainable performance.
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