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| A Study on Company’s Environmental Orientation, Environmental Strategy and Corporate
Performance Based on the Survey in Twooriented Society Pilot Area of Wuhan City Circle |
| SUN Jian, LI Chong-Guang, CHENG Guo-Qiang |
| 1. Huazhong Agricultural University, Wuhan, China；
2.Development Research Center of the State Council, Beijing, China |
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Abstract Based on the sustainable development theory, altruistic behavior theory and corporate environmental management theory, this study establishes a relationship model of corporate environmental orientation, environmental strategy (behavior) and corporate performance. Using the analytical method of hierarchical regression, the paper tests whether environmental orientation and strategies of 304 food enterprises in Twooriented Society pilot area have impact on the corporate performances after they embedding the altruistic environmental concepts and behaviors in Wuhan city circle. The results show that: the egoist environmental orientation and altruistic environmental orientation are not contradictory, which can coexist and positively affect the performances of the company. When embedding the altruistic environmental orientation, the egoist environmental orientation has less impact on corporate performances; although controlafterproduction, i.e. endofpipe strategy is still preferred by many companies, the altruistic environmental orientation can apparently promote the transition to environmentbased organizational and strategic innovation, i.e. beginningofpipe strategy as well as the environmental strategies during the operation, i.e. middleofpipe strategy, and has significant positive impacts on corporate performances.
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Received: 30 December 2010
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2012, Vol. 9 
