Social risk, green market orientation, entrepreneurial orientation, and new product performance among European Multinational Enterprises operating in developing economies

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dc.contributor.authorPomegbe, Wisdom Wise Kwabla
dc.contributor.authorDogbe, Courage Simon Kofi
dc.contributor.authorBamfo, Bylon Abeeku
dc.contributor.authorBorah, Prasad Siba
dc.contributor.authorNovixoxo, Jewel Dela
dc.date.accessioned2023-11-22T14:27:50Z
dc.date.available2023-11-22T14:27:50Z
dc.date.issued2022-05-01
dc.description.abstractThe current study sought to assess the mediating role of green market orientation dimensions in the relation ship between social risk and new product performance among European Multinational Enterprises (EMNEs). We also assessed the moderating role of entrepreneur ial orientation in the relationship between green market orientation and new product performance. The study was based on primary data gathered from 317 EMNEs in Ghana. After various validity and reliability checks, ordinary least squares (OLS) analysis was performed to estimate the various relationships hypothesized in the study. The study finds that social risk has a negative effect on the success of EMNEs' new products. This negative effect is however nullified by the positive mediating effects of strategic green market orientation, tactical green market orientation and internal green market orientation. Entrepreneurial orientation also played a significant moderating effect in the relation ship between green market orientation dimensions and EMNEs' new product performance. Based on this, theo retical and managerial contributions were made.
dc.identifier.citationPomegbe, W. W. K., Dogbe, C. S. K., Bamfo, B. A., Borah, P. S., & Novixoxo, J. D. (2022). Social risk, green market orientation, entrepreneurial orientation, and new product performance among European Multinational Enterprises operating in developing economies. Business and Society Review, 127(4), 891-914.
dc.identifier.urihttps://ir.aamusted.edu.gh/handle/123456789/806
dc.language.isoen
dc.publisherORIGINAL ARTICLE
dc.titleSocial risk, green market orientation, entrepreneurial orientation, and new product performance among European Multinational Enterprises operating in developing economies
dc.typeArticle
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