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What affects sustainability and innovation — Hard or soft corporate identity?

Author

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  • Staub, Selva
  • Kaynak, Ramazan
  • Gok, Tarkan

Abstract

This research explored the effects of corporate identity on innovation strategies and sustainability. The study examined six aspects of corporate identity and four aspects of innovation strategies. In order to test our research model, application data was gathered through a survey of employees and managers of a leading furniture designer and manufacturer. Through factor analysis, two aspects of corporate identity were assessed: soft corporate identity and hard corporate identity. Significant findings emerged via structural equation modeling. The data indicates that soft corporate identity affects market innovation and process innovation, while hard corporate identity influences organizational innovation, market innovation, process innovation, and product innovation. In addition, process innovation and product innovation are shown to influence corporate sustainability. The analysis demonstrates that sustainability is influenced by hard corporate identity. The findings strongly suggest that organizations should develop innovative strategies for sustainable performance, particularly regarding hard corporate identity.

Suggested Citation

  • Staub, Selva & Kaynak, Ramazan & Gok, Tarkan, 2016. "What affects sustainability and innovation — Hard or soft corporate identity?," Technological Forecasting and Social Change, Elsevier, vol. 102(C), pages 72-79.
    • Handle: RePEc:eee:tefoso:v:102:y:2016:i:c:p:72-79
    DOI: 10.1016/j.techfore.2015.06.033
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    References listed on IDEAS

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    1. Gunday, Gurhan & Ulusoy, Gunduz & Kilic, Kemal & Alpkan, Lutfihak, 2011. "Effects of innovation types on firm performance," International Journal of Production Economics, Elsevier, vol. 133(2), pages 662-676, October.
    2. Fornell, Claes, 1983. "Issues in the Application of Covariance Structure Analysis: A Comment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(4), pages 443-448, March.
    3. Peter Witt & Verena Rode, 2005. "Corporate Brand Building In Start-Ups," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 13(03), pages 273-294.
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    Cited by:

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    2. Chen, Yufeng & Zhang, Shun & Miao, Jiafeng, 2023. "The negative effects of the US-China trade war on innovation: Evidence from the Chinese ICT industry," Technovation, Elsevier, vol. 123(C).
    3. Inigo, Edurne A. & Albareda, Laura, 2019. "Sustainability oriented innovation dynamics: Levels of dynamic capabilities and their path-dependent and self-reinforcing logics," Technological Forecasting and Social Change, Elsevier, vol. 139(C), pages 334-351.
    4. Hervani, Aref Agahei & Sarkis, Joseph & Helms, Marilyn M., 2017. "Environmental goods valuations for social sustainability: A conceptual framework," Technological Forecasting and Social Change, Elsevier, vol. 125(C), pages 137-153.
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    6. Guangying Xie & Shengyan Wu & Zhengjiang Song, 2022. "Focus on Innovation or Focus on Sales? The Influences of the Government of China’s Demand-Side Reform during COVID-19 and Their Sustainability Consequences in the Consumer Products Industry," Sustainability, MDPI, vol. 14(20), pages 1-21, October.

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