Mediating role of green marketing orientation in stakeholder risk and new product success relationship among European multinational enterprises in Ghana (original) (raw)

Society and Business Review

Abstract

Purpose This study aims to assess the mediating role of green marketing orientation (GMO) dimensions in the relationship between stakeholder risk and new product success among European multinational enterprises (EMNEs) in Ghana. Design/methodology/approach The study was based on primary data gathered from 302 EMNEs in Ghana. After various validity and reliability checks, structural equation modeling in Amos (v.23) was performed to estimate the various relationships hypothesized in the study. Findings The study finds that stakeholder risk had a significant negative effect on the success of EMNEs’ new products. This negative effect is, however, nullified by the positive mediating effects of strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation. Research limitations/implications GMO is highly regarded as context-specific, with unique characteristics. Implying that the interpretation of results from the GMO framework should ...

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