企业环保市场导向对环境绩效和财务绩效的影响机制研究

As “Green Economy” era comes with a balance between social, economic, and environmental development, firms worldwide began to extensively apply their market orientation to support the effective implementation of green management. However, the academic study on the realization of market orientation to lead to superior environmental performance and thus financial performance is still in its preliminary stage. There is a lack of studies examining the specific means through which market orientation influences environmental and financial performance at cross-levels such as firm- and individual-level. Therefore, based on resource-based view and information-processing theory, this project proposes and examines a theoretical model linking pro-envirnomenal market orientation and environmental and financial performance via several intervening variables, which are environmental strategies (i.e., environmental corporate.strategy and environmetal marketing strategy), environmental differentiation advantages (i.e., environmental product differentiation and environmental process differentiation), and middle managers' environmental involvement. By focusing on a match of chief executive officers, senior marketing managers, and middle managers of Chinese manufacturing companies, this project plans to: 1) firstly apply in-depth interview toward top management team members to investigate the strategic design and implementation on environmental protection aspect in their companies, and 2) apply survey method in terms of multi-sample, multi-informants interview to test proposed models empirically..Based on past research, this project expects to understand in-depth about the system of pro-environmental market orientation to achieve environmental and financial performance. This project also provides practical guidance for firms to achieve superior environmental performance by integrating environmental strategy formulation and implementation.

在当今的社会经济发展与生态环境保护并重的“绿色经济”时代，企业开始广泛调整其市场定位并制定与市场导向相关的战略，以支持绿色管理的有效实施。然而，学术界对于市场导向对环保绩效的影响机制研究还处于初级阶段。通过将战略导向，企业策略，以及环境绩效和财务绩效有效的结合，本项目试图通过实证分析假设并检验环保市场导向是否能够通过环保战略，以及环保差异化优势的作用来影响企业的环境绩效和财务绩效。本项目将以我国制造企业为研究对象，首先通过深度访谈的方式对企业环保过程进行挖掘，然后通过将企业总裁，高级市场总监，以及中层管理人员所填写的问卷进行匹配，运用多样本、多调查者追踪问卷调查的实证方法对假设模型进行验证。基于现有文献，本项目试图深度挖掘环保市场导向对环境绩效和财务绩效的影响机制，为管理层如何统一环保战略的制定和实施，最终提高其企业的环保绩效提供了实际操作的指导作用。

项目除圆满完成了申请书中的研究内容以外，还拓展了对相关问题的探索研究。经过项目负责人与合作者的努力，项目研究取得了丰厚的成果。在Financial Times 50个商科顶级学术期刊，人力资源管理领域顶级期刊Human Resource Management上以第一作者发表2篇论文，其中一篇论文荣获Human Resource Management期刊2016年-2018年前20最高下载量论文。其他成果包括8篇论文刊发在国内外权威学术期刊(International Journal of Information Management 1篇, The Service Industries Journal 1篇, Asia Pacific Journal of Human Resources 1篇, Personnel Review 1篇, Journal of Information Technology 1篇, Computers in Human Behavior 1篇, Information Technology & People 1篇及《科研管理》1篇)，还有一项科研成果在通联支付四川分公司实现落地转化。此外，项目负责人还作为导师围绕项目指导了多名博士研究生在国外权威期刊上发表3篇论文，在审论文3篇。此外，还指导了5名硕士研究生撰写毕业论文并顺利毕业。.根据申请书中的内容，项目首先分析了市场导向对环保战略的影响，以及环保战略分别对环境绩效、财务绩效的影响。研究发现企业的环保市场导向可以作为一种企业特有的资源，帮助企业调整战略视角，将环保问题纳入战略决策制定过程，从而帮助企业提升竞争力。由此，环保战略的中介作用也得到验证。其次，项目研究了环保产品质量、员工环保参与在环保战略与环境绩效间的中介作用。最后，项目还分析了环保企业形象在市场导向与环保营销战略关系间的调节作用。.项目还在以下方面拓展了研究内容：首先，项目重视中层管理者的作用，结合环保、战略等领域，拓展研究了绿色人力资源管理、战略人力资源管理等；其次，项目关注信息处理过程及知识共享，进而拓展至分析社交媒体及信息技术使用的影响。该项目的研究成果表明企业应重视环保战略，鼓励员工合理使用信息技术及社交媒体，并重视作为战略执行者的中层管理者，加强对人力资源的管理，从而实现长远优势。