Customer green orientation and process innovation alignment: A configuration approach in the global manufacturing industry
基于配置方法，对629家制造企业分类，发现客户绿色导向与流程创新的不同对齐方式（流程活跃型、绿色最低型、绿色主动型）对环境、成本和财务绩效有不同影响，为供应链管理者提供决策指导。
Abstract Research suggests that manufacturers increasingly innovate processes to meet customer's green requirements; however, little is known about the impact on performance and the contextual conditions, under which they are effective. Grounded on configuration approach, this study develops taxonomies of manufacturing firms based on the degree of customer's green orientation and process innovation. This study argues that performance differences between these clusters, highlight managerial implications for sustainable development. The empirical data used in this study were drawn from Global Manufacturing Research Group (GMRG) survey project (with data collected from 629 manufacturing firms from nine countries). Our results show that customer green innovation taxonomies influence differently on environmental measures, costs, and financial performance. The study proposes three clusters: Process active, Green minimalist, and Green proactive. The main differences between manufacturers are based on the level of investments in joint green improvement initiatives and customer direct investments in green activities. Firms that belong to the Process active cluster, who are first within the industry to deploy new processes and update the latest process development, gained significant improvement in financial measures such as market share and profits. Whereas Green minimalist cluster lagged behind, Green proactive manufacturers aligned in both capabilities to experience higher payoffs in sustainable performance measures and efficiency. The findings provide a step‐by‐step decision‐making process and offer guidance for supply chain managers who have to stretch their needs to align the innovation processes to enhance their sustainable performance.