Abstract:

The aim of the current study is to examine the impact of Green Entrepreneurial Orientation (GEO) in achieving green process innovation performance (GPIP) through the lens of effectuation theory with mediation of green strategic Intent (GSI). The study also intends to test resource commitment (RC)and Managerial Ambidexterity (MA) in SMEs context. The data were taken from top-level employees (higher management) and middle level employees who are involved in strategy formation. This research employed a quantitative, Cross-sectional design using self-administered questionnaires. Data were collected across two studies: 355 employees of SMEs in study 1 and 323 employees in study 2 were involved. Analyses utilized structural equation modeling (SEM) via AMOS 24. The findings revealed that Green Entrepreneurial Orientation has significant impact on GPIP. Furthermore, GSI is significantly mediating the relationship between GEO and GPIP. It is found that RC and MA significantly moderate the relationship between GSI and GPIP and GEO and GSI respectively. The research findings provide useful insights for practitioners and policymakers on how green Entrepreneurial Orientation achieves green process innovation performance. i.e., recycling waste, reducing excess and reducing hazardous waste in manufacturing. This study is novel in various ways. Firstly, it subsidizes to the body of knowledge of green entrepreneurial orientation through the lens of effectuation theory. Second, it adds mediation of green strategic intent on GEO and GPIP to the body of knowledge. Third, a distinct contribution of this study is the introduction of resource commitment as moderators in the relationship between GSI and GPIP. Fourth, managerial ambidexterity is mediating the relationship between GEO and GSI.

Please choose your submission type: Full Paper

Primary Track: Strategy

Keywords: strategy

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Ms. Laiba Yousaf