Research On The Relationship Among Business Ethics, Green Entrepreneurial Orientation And Competitive Advantage

With the development of technology and the progress of society,technology start-ups have been widespread and playing an important role in the economic market and people's lives.Yet technology start-ups are facing the barriers to entry,such as the shortage of resources,low growth,low survival rate as well as high requirement on product innovation and high speed of technology updating.So,the research on how to obtain competitive advantage can help technology start-ups avoid risk rapidly and grow fast so as to stabilize the market situation.Standing on the position of enterprises' intangible assets and combining with the characteristics of technology start-ups,the business strategy of green entrepreneurial orientation is put forward to gain competitive advantage.The integration of the theoretical framework of “Business ethics-Green entrepreneurial orientation-Competitive advantage” will enrich the theoretical researches in these fields.Firstly,the paper reviews the business ethics,entrepreneurial orientation,green entrepreneurship,green entrepreneurial orientation,competitive advantage,new technology enterprises and other related theories in detail based on the literature analysis method and presents the research status and trend in these fields.Then,according to the analysis of research context and the characteristics of technology start-ups,the concepts of business ethics,green entrepreneurial orientation and competitive advantage are put forward and the dimensions of three variables are divided respectively based on the in-depth understanding of the three concepts.And the pre-dimensions are also tested,revised and interpreted through analyzing pre-survey data from 70 new technology companies to establish prefer measure scale.Specifically,in the view of stakeholders,business ethics is divided to five dimensions through the elimination of dimension with the lower credibility,they are the business ethical behavior to the employee,the customer,the supplier,the competitor and the society;through the integration of entrepreneurial orientation and sustainability theory,green entrepreneurial orientation is divided into four dimensions: innovation orientation,proactive orientation,environmental orientation and social orientation.Based on the existing theory,the research frame of "business ethics-green entrepreneurial orientation-competitive advantage of technology start-ups" is established with business ethics as the independent variables,competitive advantage as the dependent variable and each dimension of green entrepreneurial orientation as the intermediary variables and then nine hypotheses are raised.Through data collection from the 205 technology start-ups in China,the hypotheses have been tested.The results show that business ethics has a positive impact on competitive advantage and each dimension of green entrepreneurial orientation plays an intermediary role.Particularly,the mediating role of innovation orientation and social orientation is particularly significant.Finally,on the basis of the conclusions,the countermeasures are proposed from the business ethical construction and the implementation of business strategy.The technology start-ups are advised to concern on the construction of enterprise internal ethical atmosphere and the ethical behavior to each stakeholder.Moreover,the technology start-ups also should actively implement the green entrepreneurial orientation strategy,especially pay attention to innovation orientation and social orientation.