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Fostering a Relationship Learning Context as a Driver of Green Innovation Performance and Green Customer Capital

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Sustainability in Innovation and Entrepreneurship

Part of the book series: Innovation, Technology, and Knowledge Management ((ITKM))

Abstract

Sustainability is a popular topic within the current literature on the fields of management and economics. There are plenty of studies that empirically address the ties between strategic management (i.e. knowledge management) topics and corporate environmental performance. However, there is a scarcity of empirical studies examining the combined effects of promoting a relationship learning context on green innovation performance and green customer capital. This chapter develops a research model that links relationship learning, green innovation performance and green customer capital and empirically tests the research hypotheses through Partial Least Squares (PLS-SEM) analysis. Our results suggest that firms should make an effort and invest in resources to enhance their relational capital. Besides, in order to create green customer capital it is advisable that firms are able to transform this relationship learning into green innovative outcomes.

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Author information

Authors and Affiliations

  1. Universidad de Sevilla, Seville, Spain

    Gema Albort-Morant & Silvia Martelo-Landroguez

  2. Universidad Loyola Andalucía, Seville, Spain

    Antonio L. Leal-Rodríguez

Authors
  1. Gema Albort-Morant
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  2. Silvia Martelo-Landroguez
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  3. Antonio L. Leal-Rodríguez
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Corresponding author

Correspondence to Gema Albort-Morant .

Editor information

Editors and Affiliations

  1. Organización de Empresas, Universidad de Sevilla, Sevilla, Spain

    Antonio Leal-Millan

  2. Department of Business Administration, Universitat Politècnica de València, Valencia, Spain

    Marta Peris-Ortiz

  3. Universidad Loyola Andalucía, Sevilla, Spain

    Antonio L. Leal-Rodríguez

Appendix: Questionnaire Items

Appendix: Questionnaire Items

2.1.1 Relationship Learning (RL)

Relationship learning (RL): Information sharing (1 = high disagreement and 7 = high agreement). In my project team:

  • RL1 We exchange information on successful and unsuccessful experiences with products exchanged in the relationship with partners and suppliers.

  • RL2 We exchange information related to changes in end-user needs, preferences, and behavior.

  • RL3 We exchange information related to changes in market structure, such as mergers, acquisitions, or partnering.

  • RL4 We exchange information related to changes in the technology of the focal products.

  • RL5 We exchange information as soon as any unexpected problems arise.

  • RL6 We exchange information related to changes in the organizations’ strategies and policies .

  • RL7 We exchange information that is sensitive, such as financial performance and know-how.

Relationship learning (RL): Joint sensemaking (1 = high disagreement and 7 = high agreement). In my project team:

  • RL8 It is common to establish joint teams to solve operational problems in the relationships with partners, suppliers and customers.

  • RL9 It is common to establish joint teams to analyze and discuss strategic issues in the relationship with partners, suppliers and customers.

  • RL10 The atmosphere in the relationship with partners, suppliers and customers stimulates productive discussion that encompasses a variety of opinions.

  • RL11 We have a lot of face-to-face communication in this relationship.

Relationship learning (RL) : Knowledge integration (1 = high disagreement and 7 = high agreement). In my project team:

  • RL12 We frequently adjust our common understanding of end-user needs and behavior.

  • RL13 We frequently adjust our common understanding of trends in technology related to our business.

  • RL14 We frequently evaluate and, if needed, adjust our routines in order-delivery processes .

  • RL15 We frequently evaluate and, if needed, update the formal contracts in our relationship.

  • RL16 We frequently meet face-to-face to refresh the personal network in this relationship.

  • RL17 We frequently evaluate and, if needed, update information about the relationship stored in our electronic databases.

2.1.2 Green Innovation Performance (GIP) (1 = High Disagreement and 7 = High Agreement)

  • GIP1 The company chooses the materials of the product that produce the least amount of pollution for conducting the product development or design .

  • GIP2 The company chooses the materials of their products that consume the least amount of energy and resources for conducting the product development or design.

  • GIP3 The company uses the fewest amount of materials to comprise their products for conducting the product development or design.

  • GIP4 The company would circumspectly evaluate whether their products are easy to recycle, reuse, and decompose for conducting the product development or design.

  • GIP5 The manufacturing process of the company effectively reduces the emission of hazardous substances or wastes.

  • GIP6 The manufacturing process of the company effectively recycles wastes and emission that can be treated and re-used.

  • GIP7 The manufacturing process of the company effectively reduces the consumption of water, electricity, coal, or oil.

  • GIP8 The manufacturing process of the company effectively reduces the use of raw materials.

2.1.3 Green Customer Capital (GCC) (1 = High Disagreement and 7 = High Agreement)

  • GCC1 My firm designs its products or services in compliance with the environmental desires of its customers.

  • GCC2 My company’s cooperative relationships about environmental protection with its upstream suppliers are stable.

  • GCC3 My company’s cooperative relationships about environmental protection with its downstream clients or channels are stable.

  • GCC4 My company has stable and well cooperative relationships about environmental protection with its strategic partners.

  • GCC5 The customer satisfaction about environmental protection of my company is better than that of its major competitors.

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Albort-Morant, G., Martelo-Landroguez, S., Leal-Rodríguez, A.L. (2018). Fostering a Relationship Learning Context as a Driver of Green Innovation Performance and Green Customer Capital. In: Leal-Millan, A., Peris-Ortiz, M., Leal-Rodríguez, A. (eds) Sustainability in Innovation and Entrepreneurship. Innovation, Technology, and Knowledge Management. Springer, Cham. https://doi.org/10.1007/978-3-319-57318-2_2

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