Proactive environmental strategy and firm performance at the bottom of the pyramid
基于自然资源基础观，研究主动环境战略对加纳266家中小企业绩效的影响，发现该战略对非金字塔底层导向和非模仿导向的企业绩效提升更显著。
Abstract This paper utilizes insights from the natural resource‐based view to examine the conditions under which proactive environmental strategy (PES) drive firm performance. Using data collected from 266 small‐ and medium‐sized enterprises operating in Ghana, the results suggest that the impact of PES on firm performance is more pronounced in firms that do not purse bottom of the pyramid orientation but not significant for firms pursuing the bottom of the pyramid orientation. Besides, the findings show that the influence of PES on firm performance is amplified for firms adopting imitation orientation but not significant for nonimitation‐oriented firms. Implications and directions for future research are discussed.