Green hunter or green detractor? Strategic orientations and green revenues
Green hunter or green detractor? Strategic orientations and green revenues
We bridge a research gap concerning whether varying strategic orientations can be aligned with the transition to greener business practices. Drawing on resource-based theory and stakeholder theory, we investigate how growth- and profit-oriented strategic orientations shape firms’ capacity to generate green revenues that integrate economic objectives with environmental responsibility. Using a panel dataset of all Chinese listed firms, we find that growth-oriented firms are more likely to generate green revenues, whereas profit-oriented firms are less inclined to do so, and that green innovation investment is an underlying mechanism. Our study advances sustainability research by demonstrating that distinct resource configurations associated with different strategic orientations shape firms’ adaptive capabilities to align economic value creation with responsiveness to stakeholder-driven environmental pressures.
Cao, June
af0d62ff-d54c-412f-a152-cc04c63c7290
Kristanto, Ari
beb20c52-c664-491b-ab8b-32e0a6d9cfb8
Huang, Zijie
a6d5a270-4fe3-47f1-9271-454b9f3f00c0
Cao, June
af0d62ff-d54c-412f-a152-cc04c63c7290
Kristanto, Ari
beb20c52-c664-491b-ab8b-32e0a6d9cfb8
Huang, Zijie
a6d5a270-4fe3-47f1-9271-454b9f3f00c0
Cao, June, Kristanto, Ari and Huang, Zijie
(2026)
Green hunter or green detractor? Strategic orientations and green revenues.
British Journal of Management.
(doi:10.1111/1467-8551.70063Digital).
Abstract
We bridge a research gap concerning whether varying strategic orientations can be aligned with the transition to greener business practices. Drawing on resource-based theory and stakeholder theory, we investigate how growth- and profit-oriented strategic orientations shape firms’ capacity to generate green revenues that integrate economic objectives with environmental responsibility. Using a panel dataset of all Chinese listed firms, we find that growth-oriented firms are more likely to generate green revenues, whereas profit-oriented firms are less inclined to do so, and that green innovation investment is an underlying mechanism. Our study advances sustainability research by demonstrating that distinct resource configurations associated with different strategic orientations shape firms’ adaptive capabilities to align economic value creation with responsiveness to stakeholder-driven environmental pressures.
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British J of Management - 2026 - Cao - Green Hunter or Green Detractor Strategic Orientations and Green Revenues
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e-pub ahead of print date: 30 March 2026
Identifiers
Local EPrints ID: 510592
URI: http://eprints.soton.ac.uk/id/eprint/510592
ISSN: 1045-3172
PURE UUID: 90ea32ba-e502-4843-9887-a21c150db9a5
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Date deposited: 14 Apr 2026 16:31
Last modified: 16 Apr 2026 02:18
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Contributors
Author:
June Cao
Author:
Ari Kristanto
Author:
Zijie Huang
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