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The role of green product innovation and green marketing in enhancing sustainable competitive advantage and business performance: evidence from SMEs..

Abstract: The study aims to explore the relationship between the factors, including Green product innovation, Green marketing to Sustainable Competitive Advantage, and Business Performance. The study collects data through a questionnaire survey of 339 officers and employees working at small and medium-sized enterprises (SMEs) in Ho Chi Minh City. The research results show that Green product innovation and Green marketing positively impact Sustainable Competitive Advantage; meanwhile, Sustainable Competitive Advantage positively impacts Business Performance.

Keywords: green product innovation, green marketing, sustainable competitive advantage, business performance

Authors: Ngo Tan Hiep, Nguyen Van Nam, Le Vu Ha (2025)

Economy & Forecast Review, ISSN: 1859 - 4972, No.03 (02/2025), pp 293-296

Research

CONTENTS

The role of green product innovation and green marketing in enhancing sustainable competitive advantage and business performance: evidence from SMEs..