A novel way to achieving sustainable development and an unavoidable option for enterprise transformation and upgrade— green innovation strategy. However, little research focuses on the formation mechanism between the implementation of green innovation strategy and enterprise performance. This research work constructs a dual-path model to test the effect of green innovation strategy on enterprise performance. This study puts forward hypotheses and tests them by hierarchical regression and bootstrap test. The findings show that a green innovation strategy has significantly stimulate enterprise performance, assist companies in establishing a positive green image, and enhance their competitive edge. When it comes to the correlation between green innovation strategy and enterprise performance (e.g. market success and financial performance), the mediating role in terms of image and competitive edge is credible, which provides significant enlightenment for enterprises’ green practices.

Pengpeng Yang, Jingjing Cui. Research on the dual-path between green innovation strategy and Enterprise Performance--The mediating role of green image and competitive edge. Academic Journal of Business & Management (2022) Vol. 4, Issue 19: 64-72. https://doi.org/10.25236/AJBM.2022.041909.

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