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| Understanding the Response of Enterprises to Multi-Institutional Pressures during Green Innovation Process |
| CHEN Litian，ZHU Yali，GUO Lei |
| 1. Zhejiang Gongshang University, Hangzhou, China; 2. Xi’an Jiaotong University, Xi’an, China |
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Abstract In response to multi-institutional pressures, there is a critical dilemma that how enterprises balance the commercial and ethical antecedents to implement green innovation? In order to fill the research gap, based on 270 manufacturing enterprise samples, this paper found that:①“Commercial and ethics”mixed logic antecedent is more effective than a single logic, and“Environmental ethics→Interaction between environmental ethics and strategic flexibility”is a superior organizational path, through which green innovation can be promoted;②in response to different institutional pressure, the mixed antecedents focus on different emphasis. The superiority of the above path will be improved under high normative pressure, while it will not be improved under the high regularity pressure. Enterprises based on commercial antecedent emphasize strategic flexibility to respond to normative pressure, while they emphasize environmental ethics to respond to regulatory pressure based on ethical antecedent.
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Received: 01 December 2016
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