Enhancing green radical product innovation through sustainable entrepreneurship orientation and sustainable market orientation for sustainable performance: managerial implications from sports goods manufacturing enterprises of China

Abstract

In the scenario of grappling the ecological threats and challenges, when the organizations have entrepreneurial and market orientations, they will make the organizations innovate their product offering in accordance with sustainability principles, whereas it will also assist them in excelling towards achieving a higher level of sustainable performance. Hence, the current study explores the role of sustainable entrepreneurial and market orientations in improving innovation and sustainability, in the context of Sports manufacturing organizations belonging to China. Through the survey methodology, the current study analyzed the data from 318 professionals from Chinese sports manufacturing companies, upon which ‘Partial Least Squares-Structural Equation Modeling’ is applied for hypotheses testing. The analysis results in a positive association of ‘Sustainable Entrepreneurship Orientation’ and ‘Sustainable Market Orientation’ with ‘Green Radical Product Innovation’ and all of the three elements of Sustainable Performance. In addition, ‘Green Radical Product Innovation’ is also reported to increase all three elements of Sustainable Performance. Based on the findings, the sports manufacturing organizations are recommended to re-visit their organizational strategies by incorporating the elements of sustainability in their objectives.