Title

Natural environment, market orientation, and firm innovativeness: A life cycle perspective

Date of this Version

11-11-2009

Document Type

Conference Paper

Publication Details

Published Version.

Dibrell, C., Craig, J.A., & Hansen, E. N. (2009). Natural environment, market orientation, and firm innovativeness: A life cycle perspective. Paper presented at the 2009 Meeting of the Southern Management Association (SMA), Asheville, NC, United States.

Access the conference website.

2009 HERDC submission. FoR code: 1503

© Copyright Southern Management Association, 2009

Abstract

We investigate the moderating effects of the natural environment on the market orientation to firm innovativeness relationship in growth versus mature firms. 237 owners or chief executive officer respondents allowed us to establish evidence of (1) positive linkage between market orientation and firm innovativeness and (2) natural environmental policy moderates the market orientation to firm innovativeness relationship in growth ventures and not in their more mature peers. Our findings suggest ventures characterized as being in the growth stage are more likely to employ a more positive policy toward the natural environment to gain a long-term competitive advantage through firm innovativeness.

 

This document has been peer reviewed.