Green Technological Innovation Capability,Product Differentiation And Enterprise Competitiveness

The report at 19th CPC National Congress pointed out,it must establish and practice the concept of "Nature is the true treasure".This requires that the industrialization of green products and ecological services must be promoted,and then the green technology and green product features of the enterprises are transformed into competitive advantages at the micro level,and the ecological and green development advantages will be transformed into economic advantages at the macro level.Therefore,in the context of green development,whether enterprises can and how to improve competitiveness through green technological innovation is an important topic to be clarified.In this respect,the continuous discussion caused by the"Potter hypothesis" does not agree on the relationship between green technological innovation and the competitiveness of enterprises,especially the intermediary or regulation mechanism that affects the relationship between the two parties is not clear.Aiming at the shortcomings of previous studies,this paper attempts to answer the following three questions:(1)Green technological innovation capability and enterprise competitiveness.In the process of improving green technological innovation capability,is the impact of competitiveness on enterprises competitive or negative?Is there any difference in the influence of each component of green technological innovation capability on enterprise competitiveness?(2)Mediating effect.Does product differentiation play an intermediary role in the relationship between green technological innovation capability and enterprise competitiveness?(3)Regulation effect.Does the scale of enterprises play a moderating role in the relationship between green technological innovation capability and enterprise competitiveness?Based on this,on the basis of in-depth analysis of relevant literature,this paper focuses on the theoretical discussion on the relationship among green technological innovation capability,product differentiation and enterprise competitiveness,constructs an analytical framework with green technological innovation capability,product differentiation,enterprise scale and enterprise competitiveness as research variables.The panel data of A share listed companies in 128 energy saving and environmental protection industries in China were tested for 2011-2016 years,and the following conclusions were reached:(1)The overall development level of the green technological innovation capability of Chinese enterprises is not high.The green technological innovation capability of the machinery and equipment industry in the energy saving and environmental protection industry is relatively stronger.(2)In the technological innovation process of Chinese enterprises,the green technological innovation capability has a significantly positive impact on the competitiveness of enterprises,and the influence of each component of green technological innovation capability on enterprise competitiveness is different.(3)Product differentiation plays an intermediary role in the relationship between green technological innovation capability and enterprise competitiveness.In addition,product differentiation plays an intermediary role in the relationship between green R&D staff input capacity and enterprise competitiveness,and the relationship between green product productivity and enterprise competitiveness.The intermediary role of product differentiation in the relationship between R&D expenditure input capacity and enterprise competitiveness or the relationship between green patent output and enterprise competitiveness is not significant.(4)The scale of enterprises has a positive moderating role in the relationship between green technological innovation capability and enterprise competitiveness.Product differentiation plays a complete intermediary role in the adjustment of enterprise scale.This study provides a valuable new angle for the understanding of the internal mechanism of green technological innovation that affects the competitiveness of enterprises,which,to a certain extent,makes up for the shortcomings of the existing research,enriches the theoretical achievements of green technological innovation,and has important practical implications for the decision-making and management of green technological innovation and the government's policy design for promoting green development.