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Keywords: Proactive green innovation
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Journal Articles
Journal:
Management Decision
Management Decision (2012) 50 (3): 368–398.
Published: 23 March 2012
... and clients – can generate reactive green innovation. However, only the internal origins can facilitate proactive green innovation. This study suggests that companies should invest their resources in cultivating the internal origins rather than the external origins. Originality/value The paper provides...
