KUSUMAWARDHANI, Amie (2018) Antecedents of green market performance: a case from Southeast Asian market. Int. J. Green Economics, 12 (I).

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Abstract

This empirical research was conducted to investigate the effect of
entrepreneurial orientation on the uniqueness of green products and market
performance through green exploitative and explorative product capabilities,
explorative and exploitative market penetration, and examining the effect of the
uniqueness of green products on market performance. The exploitation and
exploration of green product capabilities was considered as the antecedents and
postulated as the driver of the uniqueness of green products, while exploitative
and explorative market penetration were considered as the antecedents
of market effectiveness. The current study proposes nine hypotheses. The statistical output showed that all hypotheses significantly affect green product
differentiation and market performance but explorative market penetration is
proven insignificant for leveraging market effectiveness. Data was collected
from 1300 respondents charged as operational, sales, and marketing managers
in Indonesia and several other Southeast Asian countries. Data was analysed
using SEM with AMOS Statistical Software. This research demonstrated that
green exploration and exploitation approaches to new product development
practices hold a strategic anchor for enhancing green product differentiation
and market performance.

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