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The duality of digital and environmental orientations in the context of SMEs: Implications for innovation performance

机译：中小企业背景下的数字与环境取向的二元性：对创新性能的影响

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Debate surrounding the performance outcomes of a firm's strategic commitment to digitalization and environmental sustainability (namely, digital orientation and environmental orientation, respectively) is gathering pace. Despite progress, there remains no conclusive evidence on whether, and how digital orientation and environmental orientations enhance innovation outcomes, especially for small and medium-sized enterprises (SMEs). Therefore, this paper examines the direct and complementary effects of digital and environmental orientations on the likelihood that SMEs introduce product and/or process innovations (i.e., product and process innovation performance). The study tests its hypotheses on a sample of 369 North American SMEs. Results demonstrate that digital and environmental orientation have a positive direct effect on product and process innovation performance. Instead, the complementary effect of pursuing a dual strategy towards digitization and environmental sustainability has a negative impact on process innovation performance and is not significant for product innovation performance. These results add new insights to theory linking strategic orientation to innovation performance, with specific regard to smaller firms.
机译：辩论围绕企业对数字化和环境可持续性的战略承诺的绩效结果（即数字定位和环境取向分别）正在收集步伐。尽管进展情况，但无论是如何以及数字方向和环境取向如何提高创新成果，尤其是对于中小型企业（中小企业），仍然没有确定性的证据。因此，本文探讨了数字和环境取向对中小企业介绍产品和/或流程创新的可能性的直接和互补影响（即产品和流程创新绩效）。该研究测试了它的假设在369名北美中小企业的样本上。结果表明，数字和环境取向对产品和过程创新性能具有积极的直接影响。相反，追求双重战略对数字化和环境可持续性的互补效果对过程创新性能产生负面影响，并且对于产品创新性能并不重要。这些结果为理论与创新绩效联系起来的理论，为更小的公司提供了新的洞察力。

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