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Proactive environmental strategy and firm performance at the bottom of the pyramid
Author(s) -
Adomako Samuel,
Ning Ernestine,
AduAmeyaw Emmanuel
Publication year - 2021
Publication title -
business strategy and the environment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.123
H-Index - 105
eISSN - 1099-0836
pISSN - 0964-4733
DOI - 10.1002/bse.2629
Subject(s) - pyramid (geometry) , bottom of the pyramid , imitation , business , industrial organization , entrepreneurial orientation , resource (disambiguation) , top down and bottom up design , orientation (vector space) , natural resource , marketing , entrepreneurship , computer science , ecology , psychology , geometry , mathematics , social psychology , computer network , physics , software engineering , finance , optics , biology
This paper utilizes insights from the natural resource‐based view to examine the conditions under which proactive environmental strategy (PES) drive firm performance. Using data collected from 266 small‐ and medium‐sized enterprises operating in Ghana, the results suggest that the impact of PES on firm performance is more pronounced in firms that do not purse bottom of the pyramid orientation but not significant for firms pursuing the bottom of the pyramid orientation. Besides, the findings show that the influence of PES on firm performance is amplified for firms adopting imitation orientation but not significant for nonimitation‐oriented firms. Implications and directions for future research are discussed.