| In recent years,with the rapid economic development,environmental issues caused by production activities such as environmental pollution,resource waste,greenhouse gas emissions and habitat destruction have become increasingly serious.In order to realize the harmonious coexistence between human and nature,as well as the sustainable development of society,the Chinese government has put forward the new development philosophy of innovative,coordinated,green,open and shared,Made in China 2025,and the strategic goal of “carbon peak” and “carbon neutrality”.Therefore,green transformation is the only way for the development of China's economy and society in the future.Manufacturing industry is of crucial significance to the development of national economy.The 2022 Government Work Report pointed out that China would continue to implement innovation-driven development strategy,strengthen the core competitiveness of manufacturing industry,build green manufacturing and service system,and promote the development and application of green low-carbon technology.Thus,manufacturing enterprises are facing a new situation of realizing green development,innovation and upgrading.In this context,green innovation strategy is regarded as an essential approach to promote green innovation development and shape core competitiveness of enterprises.In addition,new ventures are considered to be the important support for stimulating innovation vitality and realizing sustainable development.Thus,encouraging new ventures implementing green innovation strategy is conductive to giving consideration to economic and social benefits of enterprises,stimulating economy vitality and achieve low caron development of economy and society.As a result,more new ventures choose to implement green innovation strategy to balance the relationship between production activities and environmental protection in a proactive way.Green innovation strategy is regarded as a proactive environmental strategy that can reduce the adverse impact of enterprises' production and operation practices on the environment,and bring unique competitive advantage and profitability of enterprises by realizing green innovation in products and processes.Through literature review,it is found that although existing studies pay more attention to green innovation strategy,the understanding of green innovation strategy is still lack of systematism and comprehensiveness,which is mainly reflected in: firstly,lack of attention to new ventures implementing green innovation strategy.Existing researches focus more on the implementation of green innovation strategy and green transformation of large enterprises.However,new ventures need to take more responsibility in the sustainable development of economy and society.In particular,new ventures play an essential role in stimulating economic vitality and developing green innovation technologies,while existing researches have not paid enough attention to the new ventures implementing green innovation strategy.Secondly,existing researches lack attention to the driving factors of green innovation strategy,and focus on the independent influence of each antecedent variable on green innovation strategy.However,the driving factors of green innovation strategy in new ventures are diversified and complicated,they could also influence each other or have synergy effect.Finally,there are still inconsistent views on the relationship between green innovation strategy and new venture performance.Researches on the path mechanism and boundary conditions between green innovation strategy and new venture performance are still scarce.Based on this,this article focuses on green innovation strategy.From the perspective of “why” and “how”,two sub-studies are carried out around the theme of“driving mechanism of green innovation strategy and its impact on new venture performance”,trying to answer:(1)Among opportunity elements,motivation elements and ability elements,which factor contributes to the choice of green innovation strategy in new ventures? How do these factors make an impact?(2)Whether green innovation strategy can positively influence new venture performance? How to transform green innovation strategy into new venture performance? Whether the external green technology turbulence has a certain contingency effect?To further explore above questions,based on the situation that manufacturing enterprises urgently need to achieve green transformation and innovation development,we take manufacturing new ventures as research object and carry out two studies,namely,the driving mechanism of green innovation strategy of new ventures(sub-study1)and the mechanism of green innovation strategy on new venture performance(substudy 2).Based on institutional theory and AMO(Ability-Motivation-Opportunities)theory,regarding institutional pressure(including coercive pressure,normative pressure,mimetic pressure)as an opportunity factor,environmental commitment as a motivation factor,innovation capacity as an ability factor,sub-study1 explores the effect of configuration paths containing different antecedent conditions on green innovation strategy through fuzzy sets qualitative comparative analysis.Based on the natural resource-based view,knowledge-based view and contingency theory,according to the logic of “strategy-behavior-performance”,sub-study2 introduces green knowledge sharing and business model innovation as mediating mechanism in the path of “green innovation strategy-new venture performance”,and verifies the moderating effect of green technology turbulence as a contingency factor.This study draws the following conclusions.In sub-study1,firstly,implementing green innovation strategy by new ventures is driven by multiple factors.Secondly,normative pressure plays an essential role in driving new ventures to implement green innovation strategy.Third,there are 3 equivalent configuration paths to drive new ventures to implement high level green innovation strategy,namely,normative pressure* environmental commitment * ?innovation capacity,normative pressure * mimetic pressure * environmental commitment,as well as coercive pressure * normative pressure * mimetic pressure * innovation capacity,respectively.Finally,the coordination between external institutional forces and internal consciousness and capacity is needed to drive new ventures to implement green innovation strategy.In sub-study2,firstly,as a proactive environment,green innovation strategy has a significant positive impact on new venture performance(including financial performance and environmental performance).Green knowledge sharing and its dimensions partial mediates the relationship between green innovation strategy and new venture performance and its dimensions.Business model innovation partial mediates the relationship between green innovation strategy and new venture performance and its dimensions.Furthermore,research indicates that there is a transmission path of“green innovation strategy-green knowledge sharing-business model innovation-new venture performance”.Secondly,green technology turbulence has no significant moderating effect on the relationship between green innovation strategy and new venture performance,as well as the relationship between green innovation strategy and financial performance,but has a positive moderating effect on the relationship between green innovation strategy and environmental performance.Green technology turbulence has a positive moderating effect on the relationship between green innovation strategy and green knowledge sharing,as well as the relationship between green innovation strategy and green supplier sharing,but there is no significant moderating effect on the relationship between green innovation strategy and green customer sharing.In addition,green technology turbulence has no significant moderating effect between green innovation strategy and business model innovation.This paper deeply discusses the driving mechanism of green innovation strategy in new ventures,and the mechanism of green innovation strategy on new venture performance.It has certain significance: firstly,based on the institutional theory and AMO theory,this paper explores the antecedent conditions that drive new ventures to implement green innovation strategy,as well as the multiple linkage effect between antecedent conditions,analyzes the core conditions,edge conditions and configuration path that promote new ventures to choose green innovation strategy,enriches the theoretical achievements of implementing green innovation strategy in new ventures,and deepens the theoretical cognition of green innovation strategy.Secondly,based on natural resource-based view,knowledge-based view and contingency theory,this paper constructs a theoretical framework between green innovation strategy and new venture performance,explores and verifies the mediating effect of green knowledge sharing and business model innovation,as well as the moderating effect of green technology turbulence.It reveals the “black box” of the transformation of green innovation strategy to new venture performance,expands relevant literature on green innovation strategy in the research field of new ventures,enriches the research on green innovation strategy of new ventures,and provides theoretical and empirical support for the feasibility of green innovation development of new ventures.To sum up,this paper has a certain reference value for driving Chinese new ventures to implement green innovation strategy,improving enterprise performance and promoting green transformation of economy and society. |
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