Positioning strategic competitiveness of green business innovation capabilities using hybrid method

There are intensive studies on the issues of environment practice and business innovation capability, have been dealt with extensively from practitioners and academicians, however, studies on the evaluation of green business innovation capabilities (GBICs) are few. This study tackles the evaluation assessment using fuzzy set theory, analytical network process and importance–performance analysis. Specifically, this study is using the theoretical framework of GBICs and proposed hybrid approach, which are new in the theoretical and empirical literatures. An expert group was empirical assessment to the perception on PWB sector and a manufacturing firm is evaluated. The analytical results indicated that this proposed hybrid method is a suitable and effective method for identifying and analyzing the strategic competitiveness of GBICs at case firm, especially when evaluation criteria are dependent in uncertainty.

Research highlights
► Firms must integrate organizational capabilities and business innovation to ensure corporate survival, namely, green business innovation capabilities.
► There is dependence relations exist in the aspects and criteria for forging green business innovation capabilities, the analytic network process analysis and importance performance analysis techniques are employed to deal with this recursive relations.
► The contribution is first to hybrid the methods into a single case study with a hierarchical framework to build a visual map and to evaluate GBICs successfully.