Sustainability orientation and post‐entry performance: The role of brand and market‐oriented capabilities

IF 2.9 Q2 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH

ACS Chemical Health & Safety Pub Date : 2024-11-07 DOI:10.1002/bse.4043

Kwabena Frimpong, Samuel Adomako, Nguyen Phong Nguyen, Obaid Shuridah

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引用次数: 0

Abstract

The adoption of sustainability orientation (SO) by international new ventures (INVs) has been generally noted to positively influence their post‐entry performance. However, knowledge is lacking on organizational mechanism and firm capabilities which combines with SO to help firms achieve improved post‐entry performance. Consequently, we adopted the natural resource‐based view (NRBV) to explore how international brand orientation (IBO) mediates this relationship. In addition, we shed light on when the relationship is more pronounced by examining how firms' dynamic capability, relating to levels of market orientation (MO), enhances or attenuates this linkage. Using time‐lagged data from 288 INVs operating in Ghana, the results reveal that the positive effect of SO on post‐entry performance is mediated by IBO. Additionally, the effect of IBO on post‐entry performance is amplified when a firm's MO is high. Thus, we show that INVs from developing markets are more likely to maximize the positive effects of pro‐environmental strategies on their global market performance if these are complemented by effective brand management and elevated market‐oriented capabilities.

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可持续性导向与企业进入市场后的表现：品牌和市场导向能力的作用

人们普遍注意到，国际新创企业（INVs）采用可持续性导向（SO）会对其进入市场后的表现产生积极影响。然而，对于与可持续发展导向相结合，帮助企业提高进入市场后绩效的组织机制和企业能力，我们还缺乏了解。因此，我们采用基于自然资源的观点（NRBV）来探讨国际品牌导向（IBO）是如何调解这种关系的。此外，我们还通过研究与市场导向（MO）水平相关的企业动态能力如何增强或减弱这种联系，揭示了这种关系何时更为明显。利用在加纳运营的 288 家 INV 的时滞数据，结果发现 SO 对企业进入后绩效的积极影响是由 IBO 调节的。此外，当企业的运营成本较高时，IBO 对企业进入后绩效的影响会放大。因此，我们的研究表明，来自发展中市场的投资企业如果辅之以有效的品牌管理和较高的市场导向能力，就更有可能最大限度地发挥亲环境战略对其全球市场绩效的积极影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

ACS Chemical Health & Safety PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH-

CiteScore

3.10

自引率

20.00%

发文量

期刊介绍： The Journal of Chemical Health and Safety focuses on news, information, and ideas relating to issues and advances in chemical health and safety. The Journal of Chemical Health and Safety covers up-to-the minute, in-depth views of safety issues ranging from OSHA and EPA regulations to the safe handling of hazardous waste, from the latest innovations in effective chemical hygiene practices to the courts'' most recent rulings on safety-related lawsuits. The Journal of Chemical Health and Safety presents real-world information that health, safety and environmental professionals and others responsible for the safety of their workplaces can put to use right away, identifying potential and developing safety concerns before they do real harm.