Natural Environment, Market Orientation, and Firm Innovativeness: An Organizational Life Cycle Perspective
Oregon State University - College of Business
Bond University - Faculty of Business, Technology and Sustainable Development
Oregon State University - College of Forestry
Journal of Small Business Management, Vol. 49, Issue 3, pp. 467-489, 2011
Drawing upon the corporate social responsibility literature, we investigate the moderating effects of the natural environment and the stage of an organization's life cycle on the market orientation to firm innovativeness relationship. Through 229 owners or chief executive officer respondents, our results establish evidence of (1) a positive linkage between market orientation and firm innovativeness; (2) natural environmental policy positively moderating the market orientation to firm innovativeness relationship; and (3) organizational life cycle negatively moderating market orientation to innovativeness. Our findings suggest ventures characterized as being early in the organizational life cycle are more likely to have a positive environmental policy toward the natural environment leading to a competitive advantage through firm innovativeness.
Number of Pages in PDF File: 23Accepted Paper Series
Date posted: June 25, 2011
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