The role of organizational orientation and product attributes in performance for sustainability

Abstract As regulation pushes for sustainability, organizations may choose to strategically orient themselves sooner rather than later for the inevitable move for more promising returns. Design and development of products for sustainability reaches the core of organizational operations and those that can orchestrate a meaningful shift to sustainability may gain in the long-run. The product itself and how it is perceived by the end-user may also significantly affect this move to sustainability for the organization. This research empirically tests the relationship between organizational orientation toward sustainability, attributes of sustainable products and the effect these have on performance in two separate geographical locations with differing economies. The value of this paper lies not only in empirically validating concepts from traditional new product development literature perspective in the context of sustainability but also in providing an insight into the current ‘mindset’ toward sustainability.

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