ผลกระทบเชิงสาเหตุและผลลัพธ์ของกลยุทธ์นวัตกรรมสีเขียว
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Abstract
การศึกษานี้มีวัตถุประสงค์เพื่อศึกษาตัวแปรปัจจัยสาเหตุและผลลัพธ์ของกลยุทธ์นวัตกรรมสีเขียว โดยใช้วิธีการทบทวนวรรณกรรม การวิเคราะห์เอกสาร ผลการศึกษาพบว่า การมุ่งเน้นตลาด และแรงกดดันของผู้มีส่วนได้ส่วนเสีย เป็นปัจจัยสาเหตุที่ส่งผลต่อกลยุทธ์นวัตกรรมสีเขียว ซึ่งประกอบด้วย การสร้างสรรค์ผลิตภัณฑ์สีเขียว การพัฒนากระบวนการเพื่อสิ่งแวดล้อม และรูปแบบการจัดการที่เป็นมิตรกับสิ่งแวดล้อม โดยกลยุทธ์นวัตกรรมสีเขียวส่งผลกระทบเชิงบวกต่อคุณภาพความสัมพันธ์กับลูกค้า ประสิทธิภาพการแข่งขัน และผลการดำเนินงานของธุรกิจ ทั้งนี้คุณภาพความสัมพันธ์กับลูกค้า และประสิทธิภาพการแข่งขันก็ส่งผลกระทบเชิงบวกต่อผลการดำเนินงานของธุรกิจด้วย
The objective of this research study was to the causal model of Green Innovation Strategy to empirical investigate of antecedents and consequences. Through literature reviews, document analysis, it was found that the market orientation and pressures of stakeholders effects to green innovation strategy consist of green innovation strategy, environmental process development andenvironmental management form. Which had positive to relationship quality and competitive efficiency. In addition, relationship quality and competitive efficiency positively effects to green Innovation strategy.
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