Eco-innovation vs. Classical Innovation Strategic Orientation: A Comparative Analysis of Their Impacts on Environmental and Operational Performance
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Abstract
Objective: This study examines how a classical innovation strategic orientation (CISO) and an eco-innovation strategic orientation (EISO) are associated with environmental and operational performance (EOP) under an integrated SCP–RBV–Dynamic Capabilities lens. Methods: The study surveyed 844 firms across five countries and applied structural equation modelling with bias-corrected bootstrap to assess the direct effects of both strategic orientations on EOP and the mediation of eco-innovation implementation in these relationships. Results: We found that CISO and EISO have comparable associations with EOP. These associations appear both directly and indirectly through eco-innovation implementation in different ways, reinforcing that firms can achieve EOP improvements without exclusively adopting an eco-innovation-driven strategy. Conclusions: While EISO is usually more tied to environmentally sustainable outcomes, CISO can also be associated with EOP. Similar EOP outcomes may emerge from different dominant explanatory mechanisms: an externally induced, eco-innovation-mediated route for EISO, and an internally driven, capability-based direct route for CISO. By bridging innovation strategy and sustainability, this research contributes to the discussion on how firms can leverage different innovation approaches to enhance EOP.
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