How to enhance green service and green product innovation performance? The roles of inward and outward capabilities

The findings highlight the differences between inward and outward capabilities in Taiwanese service and manufacturing industries. The purpose of this study is to develop an original framework to explore the effects of both outward and inward capabilities on competitive advantage with green service or green product innovation performance as a mediator. In this study, environmental scanning is considered the outward capability and the locus of planning is considered the inward capability. In total, 202 and 161 valid questionnaires were returned from service and manufacturing companies, respectively. In the service industry, if companies would like to increase their green service innovation performance, they should enhance both environmental scanning capability and locus of planning. But in manufacturing industry, if companies would like to increase their green product innovation performance, they should only enhance environmental scanning capability. By addressing the constructs, this study presents a novel perspective on green innovation.