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| How Servitization Drives Green Innovation: The Role of Knowledge Integration and Organizational Legitimacy |
| Zhu Xuechun,Pan Jing,Du Jianguo |
| (School of Management, Jiangsu University, Zhenjiang 212013, China) |
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Abstract Green innovation is the key to the achievement of carbon peaking and carbon neutrality goals. Green innovation reflects the active environmental responsibility of enterprises to achieve energy conservation and emission reduction. It is not only an important way for enterprises to gain green competitive advantages in complex environments but also an inevitable choice for deepening the implementation of innovation driven development strategies. Therefore, how to drive green innovation has received wide attention. Focusing on the influencing factors of green innovation, scholars have explored the impact of stakeholder pressure, environmental regulations, customer and supplier participation and consumer green preferences on green innovation in manufacturing enterprises. In general, the existing research has mainly explored the driving factors of green innovation from an external perspective while neglecting the internal driving force of green innovation. Servitization is an important strategy to promote enterprise transformation and upgrading. The value and resources obtained through servitization are conducive to the development of green innovation activities. In the face of the growing demand for green development, enterprises need to keep implementing green innovation activities, and make use of servitization to create value and promote the realization of green innovation.#br#This study constructs a theoretical model of the impact of servitization on green innovation. Among them, servitization is divided into product-oriented service and customer-oriented service. In the investigation of industries such as machinery, automobiles, metallurgy, and chemical engineering in the Yangtze River Delta and Pearl River Delta regions, a total of 355 questionnaires are distributed through on-site and online approaches, with 252 valid questionnaires obtained. The regression analysis method is then adopted to empirically analyze the impact of servitization on green innovation. Meanwhile, the study explores the mediating role of knowledge integration and the moderating role of organizational legitimacy, and the path and boundaries of the impact of servitization on green innovation are revealed.#br#The findings of the study are as follows. First, product-oriented service and customer-oriented service positively affect green innovation and knowledge integration. Second, knowledge integration positively affects green innovation. Third, knowledge integration plays a partially mediating effect between product-oriented service and green innovation, and also plays a partially mediating effect between customer-oriented service and green innovation. Meanwhile, knowledge integration plays a stronger mediating role between customer-oriented service and green innovation. Fourth, organizational legitimacy positively moderates the relationship between product-oriented service and green innovation, positively moderates the relationship between customer-oriented service and green innovation, and positively moderates the relationship between knowledge integration and green innovation. Last, organizational legitimacy not only positively moderates the mediating role of knowledge integration between product-oriented service and green innovation, but also positively moderates the mediating role of knowledge integration between customer-oriented service and green innovation.#br#Revolving around the core proposition of how to drive green innovation, this study deeply analyzes the impact of servitization on green innovation and reveals the mediating role of knowledge integration and the moderating role of organizational legitimacy. Firstly, from the perspective of servitization, the study explores the mechanism of servitization on green innovation, which enriches the antecedents of green innovation and expands the application fields of servitization. Secondly, the study explores the mediating role of knowledge integration between servitization and green innovation, reveals the transmission mechanism of knowledge integration between servitization and green innovation, clarifies the role path of servitization in green innovation, and expands the channels for servitization to exert value in green innovation. Finally, by analyzing the moderating effect of organizational legitimacy between servitization and green innovation as well as between knowledge integration and green innovation, it clarifies the boundary condition for the effect of servitization on green innovation and the boundary condition for the effect of knowledge integration on green innovation, enriching the theoretical extension for the influence of servitization and knowledge integration on green innovation.#br#There are some limitations in this study. First, the cross-sectional data and limited surveyed enterprise samples could introduce bias;second,except organizational legitimacy, it fails to delve into other contextual factors such as organizational practices and leadership styles, which may have different impacts on the relationship between service-oriented and green innovation. In the future, more contextual factors will be explored in depth.#br#
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Received: 07 January 2023
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