Li Wenjin, Sun Yu, Gao Yang
School of Applied Mathematics, Jilin University of Finance and Economics, Changchun, China.
School of Economics and Management, Dalian University of Technology, Dalian, China.
Front Psychol. 2022 Dec 19;13:1068734. doi: 10.3389/fpsyg.2022.1068734. eCollection 2022.
Green entrepreneurial orientation (GEO) and sustainability have been the hot topics in green entrepreneurship research. The GEO integrates market orientation (MO) and environmental orientation (EO), and enterprises need to increase resource investment. However, it is not clear whether this strategic orientation can help new ventures achieve sustainable competitive advantages (SCA). In addition, the integrated role of opportunities and resources in the process of green entrepreneurship cannot be ignored. To fill the gap, we analyzed survey data from 274 emerging green enterprises in China, and we examined the effect of GEO on SCA. Additionally, we proposed the concept of integration of opportunity and resources capabilities (IORC) by integrating the core factors of green entrepreneurship. It can be divided into internal integration (ITI) and external integration (ETI), and the moderating effect of IORC on this relationship was also inspected. The results indicated that GEO significantly affects SCA, and IORC positively moderates the relationships between GEO and SCA. Indeed, compared with the enterprises that adopt a single strategic orientation, enterprises that adopt GEO can obtain greater SCA. In addition, focusing on the internal and external integration of IORC can further enhance the acquisition of SCA. This study not only integrates the theories of entrepreneurship and sustainable development but also compensates for the lack of green entrepreneurship theory while providing practical guidance for new enterprises seeking to engage in green entrepreneurship.
绿色创业导向（GEO）与可持续性一直是绿色创业研究中的热门话题。绿色创业导向整合了市场导向（MO）和环境导向（EO），企业需要增加资源投入。然而，这种战略导向能否帮助新企业获得可持续竞争优势（SCA）尚不清楚。此外，机会和资源在绿色创业过程中的整合作用也不容忽视。为了填补这一空白，我们分析了来自中国274家新兴绿色企业的调查数据，并考察了绿色创业导向对可持续竞争优势的影响。此外，我们通过整合绿色创业的核心要素，提出了机会与资源能力整合（IORC）的概念。它可分为内部整合（ITI）和外部整合（ETI），并考察了IORC对这种关系的调节作用。结果表明，绿色创业导向显著影响可持续竞争优势，机会与资源能力整合正向调节绿色创业导向与可持续竞争优势之间的关系。事实上，与采用单一战略导向的企业相比，采用绿色创业导向的企业能够获得更大的可持续竞争优势。此外，关注机会与资源能力整合的内部和外部整合可以进一步增强对可持续竞争优势的获取。本研究不仅整合了创业理论和可持续发展理论，弥补了绿色创业理论的不足，同时也为寻求从事绿色创业的新企业提供了实践指导。
