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.
Bibliographical noteThis is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
- bottom of the pyramid
- developing economy
- imitation orientation
- proactive environmental strategy
ASJC Scopus subject areas
- Business and International Management
- Geography, Planning and Development
- Strategy and Management
- Management, Monitoring, Policy and Law