Enterprise Strategic Orientation And Green Innovation

With the strategic opportunity of innovation-driven development and ecological civilization construction,green innovation has become an important choice for manufacturing companies to enhance their competitive advantage.With the development of the economy entering a new normal,the concept of green development has become a common social action,the transformation and upgrading of manufacturing enterprises has become a new growth point of regional economic development,and innovation driven development has become an increasingly prominent role for enterprises to obtain new competitive advantages.Under this background,green innovation as a new way of innovation can help manufacturing enterprises establish a green image and acquire technological initiative,so as to enhance the competitive edge of enterprises and achieve long-term sustainable development.Although most enterprises have realized the importance of green manufacturing,production and marketing methods,many enterprises have encountered bottleneck problems in the process of transformation and have even lost their core competitiveness due to the constraints of external environment and their own capabilities.Therefore,how to overcome the constraints of external environment and the limitations of their resources and capabilities has become an important practical problem facing green innovation.In view of the above problems,the academic community has carried on the exploration from different perspectives,and has drawn many valuable conclusions.From the perspective of internal strategic orientation of enterprises,scholars mainly believe that the adjustment and implementation of the future development direction of enterprises is helpful to solve the internal capacity and resource constraints,and is the core driving force for the implementation of green innovation.From the perspective of external social capital,the existing research mainly believes that the potential resources and capabilities embedded in managers' social relations are the key to solve the constraints of external environment,as well as the important basis and reference for enterprises to make and implement green innovation strategic decisions.However,the current research lacks a detailed discussion on the relationship between different dimensions of enterprise strategic orientation(differentiation orientation and low cost orientation)and enterprise green product and green process innovation.It also separates the above two perspectives from the explanation of the same practical problem,and lacks a matching perspective to study what kind of strategic orientation enterprises should adopt when managers have different social capital in order to better implement green innovation.Therefore,based on the theory of strategic orientation and social capital,thispaper firstly starts from the perspective of enterprise strategic orientation,introduces differentiation strategy and cost leadership strategy,and constructs the relationship model between manufacturing enterprise strategic orientation and green product innovation and green process innovation.Secondly,based on the perspective of social capital theory,commercial relationship capital and government relationship capital are introduced as regulatory factors to explore the matching effect of corporate strategic orientation and managers' social capital factors on different types of green innovation.Based on the above research content,this paper puts forward five research hypotheses to measure the relevant variables,and verifies these hypotheses by designing a questionnaire and collecting 283 samples of effective manufacturing enterprises in the Pearl River Delta and the Yangtze River Delta.The main conclusions of empirical analysis are as follows:(1)There are differences in the impact of two types of strategic orientation on green product innovation and green process innovation,that is,enterprises under the guidance of differentiated strategy tend to adopt green product innovation,while enterprises under the guidance of cost leadership strategy tend to adopt green process innovation.(2)Social capital as a source of external resources heterogeneity of administrators,the strategic orientation and the relationship between the two types of green innovation results present the regulating effect difference: Business relationship capital can promote the relationship between strategic orientation and green product innovation,while the effect of government relationship capital on the relationship between strategic orientation and green process innovation is more obvious.On the one hand,the above conclusions provide decision-making basis for enterprises to make competitive strategies when implementing different types of green innovation.On the other hand,from the perspective of internal strategic orientation and external social capital matching of managers,it clarifies the synergy between different influencing factors of green innovation in manufacturing enterprises,which is helpful for enterprises to find a way of green innovation suitable for their own development.