Model of the mediating effect of Green innovation strategy between Technical innovation and Innovation performance

Author(s) :

Niyom Suwandej
College of Innovation and Management, Suan Sunandha Rajabhat University,Bangkok, Thailand.

Mooktra Thongves
College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok

Natnichar Kleebbuabarn
College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok

Volume/Issue :

Abstract :

Innovation performance is subordinate belong to a multidimensional open concept, there is no unified standard about the definition of innovation performance concept and degree content system. The current conceptual definition of innovation performance generally has three major categories such as outcome perspective, capability perspective, and behavior perspective, among which the latter two categories are used to make up for the deficiency of single performance outcome. The objectives of this research were to development model of the mediating effect of green innovation strategy between technical innovation and innovation performance. This research utilized a mixed research methods combining quantitative and qualitative methods. Research paper that has constructed a model of relationship among Technical innovation, Green innovation strategic, and Innovation performance. At the same time, the mediating role of Green innovation strategic and Innovation performance is analyzed.This study can provide a theoretical explanation for the nature of small business explosion phenomenon, and provide relevant stakeholders of small business with empirical evidence of the driving factors for the popularity of small business and how to enhance marketing strategic influence on strategic decisions which were not available to them before. Keywords: Green innovation strategy; Technical innovation; Innovation performance

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