Cost and quality priorities, technological uncertainty, and green innovation: an empirical study of manufacturing firms in South Korea

초록

Firms have been driven to adopt eco-friendly advancements due to regulatory pressures and consumer expectations. This research explores the impact of operation strategies, cost and quality priority strategies, on the introduction of green innovations and the modera tor role of technological uncertainty in South Korea. Results show that prioritizing cost hinders the introduction of green innovation, whereas emphasizing quality enhances it. Therefore, firms must understand their competitive edges and develop customized strategies to promote green innovation. Based on the results of this study, policymakers need to consider the specific competitive context of companies and develop tailored strategies to promote green innovation across various sectors.

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