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The Research of the Relationship between Low Carbon-Based Marketing Innovation and Organizational Performance

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DOI: 10.4236/ti.2013.43019    3,141 Downloads   4,681 Views   Citations

ABSTRACT

Based on relevant literature, this study attempts to provide a conceptual model for how green complex orientation influences organizational performance by using low carbon-based incremental marketing innovation and low carbonbased radical marketing innovation as mediator, 213 firms from Jiangsu province were investigated as empirical samples. The results show that low carbon-based marketing innovation plays a complete role in mediating the relationship between green complex orientation and organizational performance, low carbon-based incremental marketing innovation plays a complete role in mediating the relationship between green market orientation and organizational performance, and low carbon-based radical marketing innovation plays a complete role in mediating the relationship between green innovation orientation and organizational performance.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

B. Wang and X. Zheng, "The Research of the Relationship between Low Carbon-Based Marketing Innovation and Organizational Performance," Technology and Investment, Vol. 4 No. 3, 2013, pp. 164-167. doi: 10.4236/ti.2013.43019.

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