Radical product sustainability oriented innovation (SOI) and triple-bottom-line (3BL) performance: findings from Malaysian and Singaporean B2B firms
Authors: Rizomyliotis, Ioannis 
Janovská, Kamila 
Ahmed, Sohel
Saeed, Saadat 
Ahmad, Wasim 
Dat, Le Tien 
Issue Date: 1-Feb-2024
Journal: Industrial Marketing Management 
Volume: 117
Keywords: Firm performance, Innovation uncertainty, Radical innovations, Sustainability-oriented-innovation, Triple-bottom-line
Abstract: 
Despite the ongoing debate, there is an absence of research in finding the relationship between radical product sustainability-oriented innovation (SOI) and firm's triple-bottom-line (3BL) performance. While radical product SOIs may lead to 3BL performance, they may also be fraught with commercialization risks and uncertainty. This study aims to examine the relationship between radical product SOI and firm's 3BL performance in a business-to-business (B2B) context with a mediating variable – radical innovation uncertainty. Using a multi-informant approach, survey data were collected from 187 Malaysian and Singaporean privately-owned B2B firms involved in R&D and NPD activities, provided by 326 R&D and marketing managers. The radical product SOI was found to have a significant positive effect on radical innovation uncertainty, which is negatively related to 3BL performance dimensions i.e., environmental, social, and financial. Moreover, this study examines the moderated-mediation effect by industry type, service vs. manufacturing: it moderates the negative mediation effect of radical innovation uncertainty, and this effect is weaker for service firms compared to manufacturing firms. The findings offer clear guidelines to B2B managers for the marketing and development of radical product SOI and facilitate firms' 3BL performance. The study also acknowledges its limitations and suggests potential avenues for future research.
ISSN: 0019-8501
DOI: 10.1016/j.indmarman.2024.01.020
URI: https://uniwacris.uniwa.gr/handle/3000/1617
Type: Article
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Articles / Άρθρα

CORE Recommender
Show full item record

SCOPUSTM   
Citations

1
checked on Oct 30, 2024

Page view(s)

21
checked on Nov 5, 2024

Google ScholarTM

Check

Altmetric

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.