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Eco-innovation vs. Classical Innovation Strategic Orientation: A Comparative Analysis of Their Impacts on Environmental and Operational Performance

Fábio de Oliveira Paula, Felipe Mendes Borini, Roberto Carlos Bernardes

e250054

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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...