Taking risks in the face of uncertainty:an exploratory analysis of green innovation


The relationship between uncertainty and firms’ risk-taking behaviour has been a focus of investigation since early discussion of the nature of enterprise activity. Here, we focus on how firms’ perceptions of environmental uncertainty and their perceptions of the risks involved impact on their willingness to undertake green innovation. Analysis is based on a cross-sectional survey of UK food companies undertaken in 2008. The results reinforce the relationship between perceived environmental uncertainty and perceived innovation risk and emphasise the importance of macro-uncertainty in shaping firms’ willingness to undertake green innovation. The perceived (market-related) riskiness of innovation also positively influences the probability of innovating, suggesting either a proactive approach to stimulating market disruption or an opportunistic approach to innovation leadership.

Publication DOI: https://doi.org/10.1016/j.techfore.2016.07.037
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School > Economics, Finance & Entrepreneurship
Additional Information: © 2016 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
Uncontrolled Keywords: perceived environmental uncertainty,innovation risk,green innovation,SMEs,Business and International Management,Applied Psychology,Management of Technology and Innovation
Publication ISSN: 1873-5509
Last Modified: 20 May 2024 07:16
Date Deposited: 23 Sep 2016 07:11
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2016-11
Published Online Date: 2016-08-26
Accepted Date: 2016-07-25
Submitted Date: 2015-04-24
Authors: Roper, Stephen
Tapinos, Efstathios

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