Internal and external drivers of green export business strategy: their impact on competitive advantage and performance
Date Issued
2012
Abstract
With the intensification of problems relating to the environment, exporting firms are increasingly
confronted with ecologically conscious consumers and stricter environmental laws in many
countries. The paper presents the results of a study conducted among 216 Greek exporters of
manufactured goods, focusing on the internal and external drivers of an eco-friendly exporting
business strategy, and its resulting effects on competitive advantage and performance. Our findings
confirmed the instrumental role of environmental public concern, competitive intensity,
organizational culture, and management profile on an eco-friendly export business strategy. The
latter was found to have a positive effect on the firm’s product differentiation competitive
advantage, although there was no impact on cost leadership advantage. The product differentiation
advantage was in turn revealed to be positively associated with both export market performance
and export financial performance. However, such association with performance was not
established in the case of cost leadership advantage.
Keywords
confronted with ecologically conscious consumers and stricter environmental laws in many
countries. The paper presents the results of a study conducted among 216 Greek exporters of
manufactured goods, focusing on the internal and external drivers of an eco-friendly exporting
business strategy, and its resulting effects on competitive advantage and performance. Our findings
confirmed the instrumental role of environmental public concern, competitive intensity,
organizational culture, and management profile on an eco-friendly export business strategy. The
latter was found to have a positive effect on the firm’s product differentiation competitive
advantage, although there was no impact on cost leadership advantage. The product differentiation
advantage was in turn revealed to be positively associated with both export market performance
and export financial performance. However, such association with performance was not
established in the case of cost leadership advantage.
Keywords
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