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Strategic Implementation of Environmentally Friendly Innovation of Small and Medium-Sized Enterprises in Indonesia

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  • Muinah Fadhilah
  • Andriyansah

Abstract

This study aims to empirically test the influence of market orientation strategies, and value co-creation on green product innovation, and also to test the value co-creation and green product innovation on marketing performance in the context of Micro Small and Medium Enterprises (SMEs) in Yogyakarta, Indonesia. The study distributed questionnaires to 464 SMEs’ entrepreneurs. By using Structural Equation Modeling (SEM) as analytical tool, the results show that market orientation, value co-creation positively affect green product innovation in the context of small and medium-sized enterprises. In addition, the results of this study also show that value co-creation, and green product innovation have a positive effect on marketing performance.

Suggested Citation

  • Muinah Fadhilah & Andriyansah, 2017. "Strategic Implementation of Environmentally Friendly Innovation of Small and Medium-Sized Enterprises in Indonesia," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 134-148.
    • Handle: RePEc:ers:journl:v:xx:y:2017:i:3b:p:134-148
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    Cited by:

    1. Fatoki Olawale, 2019. "Green Marketing Orientation and Environmental and Social Performance of Hospitality Firms in South Africa," Foundations of Management, Sciendo, vol. 11(1), pages 277-290, January.
    2. Shuai Shao & Zhigao Hu & Jianhua Cao & Lili Yang & Dabo Guan, 2020. "Environmental Regulation and Enterprise Innovation: A Review," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1465-1478, March.
    3. Iwona Bak & Katarzyna Cheba & Irena Lacka, 2020. "Sustainable Development and Innovations- How They Work Together?," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 93-113.
    4. Meng Liu & Yun Liu & Yongliang Zhao, 2021. "Environmental Compliance and Enterprise Innovation: Empirical Evidence from Chinese Manufacturing Enterprises," IJERPH, MDPI, vol. 18(4), pages 1-18, February.

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