Publication Details
Abstract
Purpose – Despite the perceptual link between Eco-innovation and Pioneer advantage, empirical research has shown conflicting results, which is why this study is looking at the relationship between eco-innovation and pioneer advantage.
Design/methodology/approach – This study operationalizes Eco-innovation as a strategic asset to achieve the pioneer Advantage, as the researcher distributed (150) questionnaire to consumers of the Baghdad Mall, of which the validity of the analysis (132) was analyzed by adopting the advanced statistical program (Smart PLS).
Findings – The main finding of this study is the favorable relationship between pioneer advantage and characteristics like eco-innovation. Finding that eco-innovation had an impact on pioneer advantage was unexpected.
Originality/value – This Study confirms the resource-based view that a valuable, rarely, and non-substitutable asset such as Eco-Innovation leads firms to enhance pioneer Advantage.