Stakeholder Green Pressure and New Product Performance in Emerging Countries: A Cross‐country Study
研究了越南和加纳企业中，利益相关者绿色压力如何通过环境可持续导向和生态产品创新，间接提升新产品绩效，对资源受限国家的管理者有参考价值。
Abstract Despite the burgeoning literature on stakeholder green pressure, research is scarce on how it influences eco‐product innovation and new product performance. This article examines stakeholder green pressures as antecedents of eco‐product innovation and new product performance in firms operating in resource‐constrained countries. Using data gathered from surveys in Vietnam (N = 183) and Ghana (N = 217), we find that the positive effects of stakeholder green pressures on new product performance are serially mediated by environmental sustainability orientation and eco‐product innovation. Our findings contribute to ongoing efforts to clarify the mechanisms channelling stakeholder pressures into new product performance in resource‐constrained environments.