Stakeholder Green Pressure and New Product Performance in Emerging Countries: A Cross-country Study |
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| Authors: | Samuel Adomako Chris Simms Diego Vazquez-Brust Hang TT Nguyen |
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| Institution: | 1. Birmingham Business School, University of Birmingham, Birmingham, UK;2. Faculty of Business and Law, University of Portsmouth, Portsmouth, PO1 3DE UK;3. Huddersfield Business School, University of Huddersfield, Huddersfield, HD1 3DH UK |
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| Abstract: | Despite the burgeoning literature on stakeholder green pressure, research is scarce on how it influences eco-product innovation and new product performance. This article examines stakeholder green pressures as antecedents of eco-product innovation and new product performance in firms operating in resource-constrained countries. Using data gathered from surveys in Vietnam (N = 183) and Ghana (N = 217), we find that the positive effects of stakeholder green pressures on new product performance are serially mediated by environmental sustainability orientation and eco-product innovation. Our findings contribute to ongoing efforts to clarify the mechanisms channelling stakeholder pressures into new product performance in resource-constrained environments. |
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