Profiting from Green innovation : The moderating effect of competitive strategy

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Original languageEnglish
Article number15
Journal / PublicationSustainability (Switzerland)
Issue number1
Online published20 Dec 2018
Publication statusPublished - 1 Jan 2019



Despite the importance of green innovation, empirical evidence on its relationship with firm performance is mixed. This study endeavors to address this inconsistency in the evidence by investigating the value-capturing role of competitive strategy. It argues that firms tend to choose appropriate a competitive strategy to maximize performance of green innovation, especially in highly competitive contexts. We collected data from 195 firms in China. Our results suggest that the performance implications of green innovation (including green product innovation and green process innovation) are moderated by competitive strategies (including differentiation strategy and cost-leadership strategy), and these moderating effects are more prominent when competitive intensity is high. The findings of this study enrich theoretical understanding both of green innovation and of competitive strategy and have practical implications for green innovation management.

Research Area(s)

  • Competitive strategy, Firm competitiveness, Green innovation

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