Sustainable Competitive Advantage through Green Product Innovation: A Study of Small and Medium Food Enterprises in West Java, Indonesia
DOI:
https://doi.org/10.1229/tecempresarialjournal.v20i2.504Abstract
This study aims to analyze the influence of Market Orientation, Competition, Technology, and Entrepreneurship Orientation on Sustainable Competitive Advantage through Green Product Innovation in food SMEs in West Java. Using a quantitative approach, this study involved 380 respondents selected through stratified random sampling. Data were collected through questionnaires and analyzed using Structural Equation Model-Partial Least Square (SEM-PLS). The results indicate that all independent variables have a significant positive influence on Green Product Innovation and Sustainable Competitive Advantage. However, in the mediation analysis, only the relationship between Technology and Sustainable Competitive Advantage was significantly mediated by Green Product Innovation. This finding highlights the crucial role of technology in driving green innovation and achieving long-term competitive advantage. This study contributes to the understanding of green innovation dynamics in the context of food SMEs in West Java. The implications suggest the need to focus on developing technological capabilities and green innovation to enhance sustainable competitiveness. The study also emphasizes the importance of integrated policy support to facilitate the transformation of SMEs toward more sustainable and globally competitive business practices.
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