TITLE:
The Research of the Relationship between Low Carbon-Based Marketing Innovation and Organizational Performance
AUTHORS:
Baoqian Wang, Xianyan Zheng
KEYWORDS:
Low Carbon; Marketing Innovation; Organizational Performance
JOURNAL NAME:
Technology and Investment,
Vol.4 No.3,
August
5,
2013
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.