With the exponential growth of problems related to the natural environment, exporters are increasingly
confronted with ecological challenges in their international operations. We present a study of exporting
manufacturers that examines the external and internal determinants of green export business strategy
and its effects on export competitive advantage and performance. Our findings confirm the instrumental
role of both external forces (i.e., foreign environmental public concern and competitive intensity) and
internal factors (i.e., top management green sensitivity and organizational green culture) in crafting an
environmentally friendly export business strategy. Such a strategy was more prevalent among larger
firms and more experienced exporters, as well as among firms producing industrial goods, having a high
technological intensity, and exporting to developed countries. In addition, this strategy positively
affected firms’ export product differentiation advantage but had no effect on export cost leadership
advantage. Export product differentiation advantage was positively associated with both export market
performance and export financial performance. However, no such link with these performance
dimensions appeared for export cost leadership advantage
With the exponential growth of problems related to the natural environment, exporters are increasinglyconfronted with ecological challenges in their international operations. We present a study of exportingmanufacturers that examines the external and internal determinants of green export business strategyand its effects on export competitive advantage and performance. Our findings confirm the instrumentalrole of both external forces (i.e., foreign environmental public concern and competitive intensity) andinternal factors (i.e., top management green sensitivity and organizational green culture) in crafting anenvironmentally friendly export business strategy. Such a strategy was more prevalent among largerfirms and more experienced exporters, as well as among firms producing industrial goods, having a hightechnological intensity, and exporting to developed countries. In addition, this strategy positivelyaffected firms’ export product differentiation advantage but had no effect on export cost leadershipadvantage. Export product differentiation advantage was positively associated with both export marketperformance and export financial performance. However, no such link with these performancedimensions appeared for export cost leadership advantage
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