Green Creativity and New Product Performance from Taiwanese High-Tech Sectors: The Moderating Role of Family Involvement

This study examines the influence of green creativity to the green new product performances. Creativity is a key source of organization's competitive advantage (Barney, 1991) and increases the likelihood of new product success by providing effective product differentiation (Song, 2018). Building on the thesis of Natural Resource-based view (Hart, 1995), we study the impact of green creativity on the performances of green new products. This study also shows that family involvement plays a role in the green performances of family businesses. We pay particular attention to family firms because of two reasons. First, family businesses represent a significant proportion of the corporate sector in both developed and developing countries (Faccio and Lang 2002). Second, family firms have different behavioral patterns when reacting to stakeholders' pressures (Huaang, Ding, and Kao, 2009; Sharma and Sharma, 2011) for better environmental management practices. This study surveyed 134 family-owned, high-tech manufacturers in Taiwan. The findings show that the green creativity is positively and significantly related to green new product performances. Our analytical results also show that family involvement moderates the relationship between green creativity and green new product performances.