The Impact of Proactive Environmental Strategy on Competitive and Sustainable Development of Organizations
Rizwan Raheem Ahmed, Dalia Streimikiene, Xiaosong Zheng
Keywords:
csustainable development, proactive environmental strategy, competitive advantage of differentiation,
cost-leadership competitive advantage, strategic performance, financial performance
Abstract:
The purpose of this research is to evaluate the impact of proactive environmental strategy,
competitive differentiation advantage & cost-leadership competitive advantage for the
competitive, sustainable development of an organization in terms of its performances, for
instance, product strategy, production, process & financial performances. We incorporated
technological eco-innovation as a mediating factor & corporate image as a moderator between
exogenous & endogenous variables. We have collected 798 responses from China, India,
Pakistan, Bangladesh, United Arab Emirates, and Vietnam. For the data analyses, we employed
a structural equation modeling-based multivariate approach and conditional process modeling.
The novelty and significance of the undertaken study rested in multifaceted outcomes; for
instance, the proactive environmental strategy, the competitive advantage of differentiation &
competitive advantage of cost leadership have a significant & positive impact on the sustainable
development of an organization in terms of its performances, for example, product strategic,
production & financial performances. The findings further demonstrate that technological
eco-innovation as a mediating factor & corporate image as a moderating factor played vital
and significant influencers between exogenous and endogenous variables. Finally, the Toda-
Yamamoto causality showed the two-ways directionality between exogenous & endogenous
variables. The outcomes have provided critical practical and societal implications for the industry
and society. The companies may incorporate the environment as a cornerstone in short & longterm
strategies for sustainable development. On the other hand, organizations may provide an
eco-friendly environment to society.
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 10.7441/joc.2021.04.01
Ahmed, R., R., Streimikiene, D., & Zheng, X. (2021). The Impact of Proactive Environmental Strategy
on Competitive and Sustainable Development of Organizations. Journal of Competitiveness, 13(4), 5–24. https://doi.org/10.7441/joc.2021.04.01
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