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Eco-friendly product development strategy: antecedents, outcomes, and contingent effects

Katsikeas, C.S.; Leonidou, C.N.; Zeriti, A.

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Authors

C.S. Katsikeas

C.N. Leonidou

A. Zeriti



Abstract

Integrating sustainability aspects into product development has long been recognized as a strategic priority for practitioners. Yet the literature reports mixed results on the product development effectiveness outcomes of sustainable product development strategies, while scant research has investigated how companies integrate environmental aspects into product development. This study develops a model that integrates effectiveness-enhancing outcomes and organizational inputs of eco-friendly product development strategies. Using questionnaire responses from firms from multiple industries, supplemented with lagged primary product development performance data, we find that top management commitment and corporate environmental support policies can facilitate eco-friendly product development strategies, while environmental performance incentives do not. In turn, the adoption of such strategies has a positive effect on firms’ product development effectiveness. This effect weakens when business conditions are highly complex but tends to become stronger with increasing levels of munificence in the business environment. These findings have important implications for practitioners and researchers that are discussed.

Citation

Katsikeas, C., Leonidou, C., & Zeriti, A. (2016). Eco-friendly product development strategy: antecedents, outcomes, and contingent effects. Journal of the Academy of Marketing Science, 44(6), 660-684. https://doi.org/10.1007/s11747-015-0470-5

Journal Article Type Article
Acceptance Date Dec 7, 2015
Online Publication Date Jan 7, 2016
Publication Date Nov 1, 2016
Deposit Date Jan 12, 2016
Publicly Available Date Mar 28, 2024
Journal Journal of the Academy of Marketing Science
Print ISSN 0092-0703
Electronic ISSN 1552-7824
Publisher Springer
Peer Reviewed Peer Reviewed
Volume 44
Issue 6
Pages 660-684
DOI https://doi.org/10.1007/s11747-015-0470-5
Keywords Sustainability, Green, Product development, Top management commitment, Business environment, Performance, Innovation.
Public URL https://durham-repository.worktribe.com/output/1415056

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Accepted Journal Article (633 Kb)
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Copyright Statement
© The Author(s) 2016 Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.






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