Mediating role of green marketing orientation in stakeholder risk and new product success relationship among European multinational enterprises in Ghana
ISSN: 1746-5680
Article publication date: 9 February 2022
Issue publication date: 20 October 2022
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 be on the backdrop of the social, cultural political and economic environment.
Practical implications
Stakeholder risk posed a significant challenge to the success of EMNEs, whose operations are monitored not just by domestic stakeholders but also international stakeholders. The actions and inactions of these EMNEs affect the overall image of the mother firm and are, therefore, expected to operate within acceptable norms.
Social implications
The adoption of GMOs increases the success of new products, as firms receive a social license for their environmentally friendly operations. GMO also helps in solving societal concerns for environmental protection, which is very paramount in this 21st century.
Originality/value
Past studies have largely focused on stakeholder pressure; however, this study focuses on the risks associated with those pressures and how these risks influence the success of new products.
Keywords
Acknowledgements
The authors wish to especially appreciate the respondents, who out of their tight schedules, made time to complete the questionnaires for the study. The authors say we are most grateful.
Declaration of conflicting interests: The authors declared no potential conflicts of interest concerning the research, authorship and publication of this article.
Citation
Borah, P.S., Pomegbe, W.W.K. and Dogbe, C.S.K. (2022), "Mediating role of green marketing orientation in stakeholder risk and new product success relationship among European multinational enterprises in Ghana", Society and Business Review, Vol. 17 No. 4, pp. 485-505. https://doi.org/10.1108/SBR-02-2021-0035
Publisher
:Emerald Publishing Limited
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