Research On The Influence Of Green Innovation Strategy On The Enterprise Performance

Since the industrial revolution,the economy has been growing rapidly,but behind this development are the deterioration of the natural environment and the waste of natural resources.Under this background,the state and enterprises attach great importance to the protection of the environment and actively seek for methods and technological means to solve environmental problems.The introduction of green innovation strategy is to improve the importance of green management,reduce waste and increase the environmental protection of enterprises.Past some scholars think the enterprises to carry out the strategy of green innovation will increase the cost and burden,and enterprise profit maximization goal conflict,but in recent years,some scholars study based on the perspective of stakeholders,found that enterprises to carry out the strategy of green innovation can make the enterprise not only meet the needs of stakeholders,set up good social image,and can significantly improve the economic performance of enterprises.Based on the above background,this paper will study the relationship between the green innovation strategy and enterprise performance,and to explore the influence mechanism of green innovation strategy on business performance,according to the resource-based theory and stakeholder theory,the introduction of intermediary organization learning ability and marketing ability of adjusting the role,the green innovation strategy,business performance,the relationship between organizational learning ability,marketing ability were studied.Through literature review and theoretical analysis,this paper constructs a theoretical model with green innovation strategy as the independent variable,enterprise performance as the dependent variable,organizational learning ability as the intermediary variable,and marketing ability as the moderator of the main effect,and puts forward relevant hypotheses.According to previous literature,this paper divided organizational learning ability into three dimensions of learning commitment,open mind and common vision,and enterprise performance into two dimensions of economic performance and social performance for measurement,and used statistical analysis method for hypothesis verification.In this study,data were collected through questionnaire survey,and a total of 269 valid questionnaires were obtained from manufacturing enterprises nationwide.After finishing on the collected data using SPSS20.0 for samples descriptive statistics,reliability and validity analysis,correlation analysis and regression analysis,the hypothesis is verified,and the specific conclusions are as follows:(1)The green innovation strategy and enterprise performance has positive correlation between green innovation strategy can significantly promote the enterprise's economic performance and social performance;(2)There is a significant positive correlation between green innovation strategy and organizational learning ability.The implementation of green innovation strategy by enterprises can promote the establishment of organizational learning commitment,open mind and common vision.(3)There is a significant positive correlation between organizational learning ability and corporate performance.Organizations can improve corporate performance by establishing a good learning atmosphere,opening minds and establishing common goals.(4)Organizational learning ability plays a partial intermediary role between green innovation strategy and corporate performance.The implementation of green innovation strategy can promote the growth of corporate performance by improving organizational learning ability.(5)Marketing ability can positively adjust the relationship between green innovation strategy and corporate performance,that is,the higher the marketing ability,the more positive effect of green innovation strategy on corporate performance.This paper is helpful to improve the research on the influence mechanism between green innovation strategy and enterprise performance,explore the intermediary role of organizational learning ability between green innovation strategy and enterprise performance,and the regulatory role of marketing ability on greeninnovation strategy and enterprise performance,which enriches the theoretical research.In practice,this paper helps enterprises to realize the importance of green innovation strategy to enterprise performance,promote enterprises to attach importance to the formulation and implementation of green innovation strategy,and build unique competitive advantages by enhancing the organizational learning ability and marketing ability of enterprises.