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Too little or too much of good things? The horizontal S-curve hypothesis of green business strategy on firm performance

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  • Lin, Han
  • Chen, Lu
  • Yu, Mingchuan
  • Li, Chao
  • Lampel, Joseph
  • Jiang, Wan

Abstract

Building on the tenets of the combination of institutional and resource-based views, this study aims to shed light on how a firm could benefit from implementing a strategic stance toward exploiting green-related opportunities. Our model integrates ‘too-much-of-a-good-thing’ (TMGT) and ‘too-little-of-a-good-thing’ (TLGT) effects to formulate green business strategy and how this, in turn, influences substantive performance. The association is empirically manifested in a horizontal S-curve, which at first shows that firm performance declines with initially going green, follows by a positive relationship between increasing green business strategy and firm performance, then declines at very high levels of green pursuit. Additionally, the S-curve relationship between green business strategy and firm performance is positively moderated by internal absorptive capacity and external public environmental concern. These findings offer relevant information for a finer-grained interpretation of how and when it pays to be green.

Suggested Citation

  • Lin, Han & Chen, Lu & Yu, Mingchuan & Li, Chao & Lampel, Joseph & Jiang, Wan, 2021. "Too little or too much of good things? The horizontal S-curve hypothesis of green business strategy on firm performance," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    • Handle: RePEc:eee:tefoso:v:172:y:2021:i:c:s0040162521004832
    DOI: 10.1016/j.techfore.2021.121051
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