Proactive environmental strategy and firm performance at the bottom of the pyramid

This paper utilizes insights from the natural resource-based view to examine the conditions under which proactive environmental strategy (PES) drive firm performance. Using data collected from 266 small- and medium-sized enterprises operating in Ghana, the results suggest that the impact of PES on firm performance is more pronounced in firms that do not purse bottom of the pyramid orientation but not significant for firms pursuing the bottom of the pyramid orientation. Besides, the findings show that the influence of PES on firm performance is amplified for firms adopting imitation orientation but not significant for nonimitation-oriented firms. Implications and directions for future research are discussed.

Automated summary

This study utilizes insights from the natural resource-based view to analyze the impact of proactive environmental strategy (PES) on firm performance. The results indicate that PES has a more significant influence on firm performance in firms that do not pursue bottom of the pyramid orientation, as well as in firms adopting imitation orientation.