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The Research of Building Competitive Advantage through green Human Capital and Green InnovationHuang, Jun-jie 26 July 2011 (has links)
Over the last few decades, the rising concern of environmental protection and consumers¡¦ increasing environmental consciousness have brought fundamental impacts to enterprises in the world. Environmental protection has become one of corporate social responsibilities, and in the meantime, one of the opportunities for profitability. Among all resources in organizations, human resource plays the most important role in keeping corporate competitive advantage. In order to create and maintain corporate competitive advantage, traditional human capital also has to be transformed into green human capital that possesses the ability to develop green innovation. The purpose of this research is to investigate how green human capital will be influential on the level green innovation, and how it actually leads to corporate competitive advantage. The study uses in-depth interviews and questionnaires to collect data for the analysis. The results reveal that green human capital strategic value has a positive impact on green product innovation and green product innovation has a mediating effect in the relationship between green human capital strategic value and responsiveness. On the other hands, green human capital uniqueness has a positive impact on green process innovation and green process innovation plays a mediating effect in the relationship between green human capital uniqueness and cost advantage.
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A influência da inovação verde na busca de vantagem competitiva das empresas dos setores elétrico e eletrônico brasileiro / The influence of green innovation in pursues for competitive advantage of enterprises of electric and electronic sectors brazilianArenhardt, Daniel Luís 02 April 2012 (has links)
Companies attempt to overcome their competitors by creating and sustaining competitive
advantage. Innovation, understood as the introduction of a new good or service in the
economic system by the producers, who educate consumers to look for new things that differ
from those already on the market (SCHUMPETER, 1989) is configured as one of the most
important means to achieve advantage over the rivals. Allied to this, the need for preservation
of natural resources and the growing environmental appeal in recent years has motivated
organizations to think green during the process and manufacture of its goods or services.
Inserted in this scenario, the present study aimed to verify how the adoption of green
innovation influences the achieving competitive advantage of companies in the electrical and
electronic sectors Brazilian. Using a quantitative/descriptive model, the study adopted the
conceptual model proposed by Chen, Lai and Wen (2006), which are presented two research
hypotheses: (H1) green product innovation has a positive effect the pursuit of competitive
advantage of organizations and (H2) green process innovation has a positive effect the pursuit
of competitive advantage of organizations. Using a target population of the companies linked
to the Brazilian Association of Electrical and Electronics Industry (ABINEE), the sample
consisted of 113 organizations representing 20.62% of this population. Data collection
occurred between the months of October to December 2011 and used a Likert-type
questionnaire with five-point scale. The results showed that the level of adoption of green
innovative practices, as well as the level of adoption of factors that lead to competitive
advantage between the firms is high, because all the variables measured presented averages
above the midpoint of the scale (3.00). Also it was verified by means Regression Analysis,
that the relationship between green product innovation and achieving competitive advantage,
and the relationship between green process innovation and achieving competitive advantage is
considered significant, but at the moderate level, because the value of R2 was found 0.274,
indicating that 27.4% of the variation of competitive advantage can be explained from the
green innovation. Thus, it was found that both the green product innovation and green process
innovation affect positively the pursuit of competitive advantage, and innovation process with
greater intensity. / As empresas buscam superar suas concorrentes por meio da criação e sustentação de
vantagens competitivas. A inovação, entendida como a introdução de um novo bem ou
serviço no sistema econômico por meio dos produtores, que educam os consumidores a
buscarem coisas novas que diferem daquelas já existentes no mercado (SCHUMPETER,
1989) configura-se como um dos mais importantes meios para alcançar vantagem frente às
rivais. Aliado a isso, a necessidade de preservação dos recursos naturais e o apelo ambiental
crescente dos últimos anos tem motivado as organizações a pensarem de maneira verde
durante os processos e fabricação de seus bens ou serviços. Inserido nesse cenário, a presente
pesquisa teve por objetivo verificar como a adoção de inovações verdes influencia na
obtenção de vantagem competitiva das empresas dos setores elétrico e eletrônico brasileiro.
De natureza quantitativa/descritiva, o estudo adotou o modelo conceitual proposto por Chen,
Lai e Wen (2006), onde são apresentadas duas hipóteses de investigação: (H1) a inovação de
produtos verdes afeta positivamente a busca por vantagem competitiva das organizações e
(H2) a inovação de processos verdes afeta positivamente a busca por vantagem competitiva
das organizações. Utilizando como população-alvo as empresas vinculadas à Associação
Brasileira da Indústria Elétrica e Eletrônica (ABINEE), a amostra foi composta por 113
organizações que representaram 20,62% dessa população. A coleta de dados ocorreu entre os
meses de Outubro a Dezembro de 2011, por meio de questionário do tipo Likert, com escala
de cinco pontos. Os resultados apontaram que o nível de adoção de práticas inovativas verdes,
bem como de fatores que conduzem à vantagem competitiva entre as empresas participantes é
elevado, uma vez que todas as variáveis mensuradas apresentaram médias acima do ponto
intermediário da escala (3,00). Também constatou-se, por meio da Análise de Regressão, que
a relação entre a inovação de produtos verdes e a obtenção de vantagem competitiva, bem
como a relação entre a inovação de processos verdes e a obtenção de vantagem competitiva é
considerada significativa, mas ao nível moderado, já que o valor encontrado de R2 foi de
0,274, indicando que 27,4% da variação da vantagem competitiva podem ser explicados a
partir da inovação verde. Assim, verificou-se que tanto a inovação de produtos verdes quanto
a inovação de processos verdes afetam positivamente a busca por vantagem competitiva,
sendo que as inovações de processos com maior intensidade.
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