TY - JOUR
T1 - Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity
AU - Lin, Woon Leong
AU - Ho, Jo Ann
AU - Sambasivan, Murali
AU - Yip, Nick
AU - Azali, Mohamed
PY - 2021/10
Y1 - 2021/10
N2 - Green innovation has received growing attention from the business sector in recent years, yet few studies have examined the internal mechanisms and contingent conditions that link green innovation to a firm's brand value. By integrating the brand value literature with the resource-based view (RBV), our research investigates the moderating roles of marketing capability and R&D intensity in the influence of green innovation strategy (GIS) on brand value. The System-GMM method was used to estimate a dynamic panel data model based on firm-level panel data from 164 listed companies in the global automotive industry between 2011 and 2018. The results confirmed that GIS has a positive impact on brand value, showing that automotive firms can use GIS to improve their brand value. Furthermore, the contingent effects of a firm's marketing capability and R&D intensity were supported. Marketing capability and R&D intensity positively moderate the relationship between GIS and brand value. The effect of GIS on brand value is more significant for firms with high R&D intensity and high marketing capability investment compared to those firms with low intensity and low investment. This study provides crucial theoretical and managerial implications for managers.
AB - Green innovation has received growing attention from the business sector in recent years, yet few studies have examined the internal mechanisms and contingent conditions that link green innovation to a firm's brand value. By integrating the brand value literature with the resource-based view (RBV), our research investigates the moderating roles of marketing capability and R&D intensity in the influence of green innovation strategy (GIS) on brand value. The System-GMM method was used to estimate a dynamic panel data model based on firm-level panel data from 164 listed companies in the global automotive industry between 2011 and 2018. The results confirmed that GIS has a positive impact on brand value, showing that automotive firms can use GIS to improve their brand value. Furthermore, the contingent effects of a firm's marketing capability and R&D intensity were supported. Marketing capability and R&D intensity positively moderate the relationship between GIS and brand value. The effect of GIS on brand value is more significant for firms with high R&D intensity and high marketing capability investment compared to those firms with low intensity and low investment. This study provides crucial theoretical and managerial implications for managers.
U2 - 10.1016/j.techfore.2021.120946
DO - 10.1016/j.techfore.2021.120946
M3 - Article
VL - 171
JO - Technological Forecasting and Social Change
JF - Technological Forecasting and Social Change
SN - 0040-1625
M1 - 120946
ER -