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Abstract In this paper, green niche shifting of chemical companies is the main line based on the value chain reconstruction and dual comparative case study method is used to investigate the theoretical framework of green niche shifting. The findings show that: under the pressure screening role, Cabot (Tianjin) and Yangmei group were reconstructed by addressing organizational knowledge learning and organizational reform to adapt to environmental pressures perceptively, resulting in two different mechanisms of green niche shifting; the former achieved green transformation by acquiring knowledge of the value chain, and the latter developed its own green ability by extending the value chain.
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Received: 05 December 2014
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2015, Vol. 12 
