The role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability: mediating effects of innovation perception
This study aims to explore the innovation decision-making processes related to ‘green and sustainable development’ (GSD) in businesses, influenced by competitive pressure (CP) and customer expectations (CEs) through the process of innovation awareness. The study conducted an online survey (Google Fo...
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2462272 |
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