Marketing Sustainability: Investigating the Link Between Green Innovation and Performance in the Pharmaceutical Industry of Pakistan
DOI:
https://doi.org/10.52633/jms.v5i1.283Keywords:
Green Product Innovatio, Green Process Innovatio, Organization Performance, Green Organization PerformanceAbstract
This research aims to investigate the impact of green organizational innovation on the performance of pharmaceutical firms in Pakistan. The study aims to determine how green innovation practices affect the competitive advantage, economic growth, and overall performance of organizations. Green innovation practices can potentially increase the competitive advantage of organizations and benefit their performance. This research aims to bridge the existing gap in the literature by providing evidence-based recommendations for organizations to adopt green innovation practices to improve their performance. The independent variables in this study are green process innovation and green product innovation, while the dependent variable is green organizational performance. The research explores the relationship between the independent and dependent variables using questionnaire surveys. The survey was administered to a sample size of 218 participants drawn from various pharmaceutical companies located in Karachi. The pharmaceutical industry is an underexplored area related to the study area, and this research will contribute to extending the existing knowledge in the literature. In conclusion, this research seeks to provide insights into the impact of green organizational innovation on the performance of organizations in Pakistan. The study's findings are expected to inspire organizations to adopt green innovation practices that can improve their performance, increase their competitive advantage, and contribute to Pakistan's economic growth.
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