Innovating Distribution Channels through Green Standards: A Configurational Analysis of Technology-Enabled Sustainable Performance*
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Purpose: This study examines the relationships between green standards adoption, distribution channel innovation, and internationalbusiness performance, with particular emphasis on the moderating role of technological capabilities in enhancing these relationshipsacross global supply networks. Research design, data and methodology: The research employs a mixed-method approach combiningPLS-SEM and fsQCA analyses of survey data collected from 400 international firms engaged in distribution operations. The theoreticalframework integrates insights from UTAUT2, Dynamic Capabilities Theory, and Ecological Modernization Theory. Results: Thefindings reveal that green standards adoption positively influences both distribution channel performance and international investmentoutcomes, with technological capability serving as a crucial moderator. The fsQCA analysis identifies six distinct configurationalpatterns leading to superior performance, highlighting the equifinal nature of successful distribution channel management. Thesepatterns demonstrate how different combinations of green standards implementation, technological capabilities, and market presencecan lead to enhanced operational effectiveness and sustainable competitive advantage. Conclusions: The study advances theoreticalunderstanding of sustainable distribution management by demonstrating how green standards and technological capabilities jointlycontribute to enhanced performance outcomes. The findings provide practical guidance for managers seeking to optimize theirdistribution strategies while maintaining environmental responsibility in increasingly complex global markets.
Abstract
Purpose: This study examines the relationships between green standards adoption, distribution channel innovation, and internationalbusiness performance, with particular emphasis on the moderating role of technological capabilities in enhancing these relationshipsacross global supply networks. Research design, data and methodology: The research employs a mixed-method approach combiningPLS-SEM and fsQCA analyses of survey data collected from 400 international firms engaged in distribution operations. The theoreticalframework integrates insights from UTAUT2, Dynamic Capabilities Theory, and Ecological Modernization Theory. Results: Thefindings reveal that green standards adoption positively influences both distribution channel performance and international investmentoutcomes, with technological capability serving as a crucial moderator. The fsQCA analysis identifies six distinct configurationalpatterns leading to superior performance, highlighting the equifinal nature of successful distribution channel management. Thesepatterns demonstrate how different combinations of green standards implementation, technological capabilities, and market presencecan lead to enhanced operational effectiveness and sustainable competitive advantage. Conclusions: The study advances theoreticalunderstanding of sustainable distribution management by demonstrating how green standards and technological capabilities jointlycontribute to enhanced performance outcomes. The findings provide practical guidance for managers seeking to optimize theirdistribution strategies while maintaining environmental responsibility in increasingly complex global markets.