Purpose

The purpose of this study is to investigate the interactive effects of a firm’s strategic sustainability orientation (SSO) and customer relationship capital (CRC) on sustainable product design practices (SPDP).

Design/methodology/approach

The authors examine the interactive effects of two firm resources, namely, SSO and CRC, as they relate to SPDP, using survey data from 132 manufacturers in Malaysia.

Findings

The findings show that the effect of SSO on SPDP is stronger when CRC is low, than otherwise. The authors also find that the interactive effects of the firm-level resources stated above are stronger when customer pressures (CPs) are higher than when they are low.

Research limitations/implications

The authors contribute to the literature by studying the effects of firm-level strategic resources and their interactions as they relate to SPDP. An important limitation of this research is the usage of single-source data and single-period data.

Practical implications

Managerially, this research provides new insights into how organizations should respond to CPs while understanding the counterintuitive but disabling effects of customer relationship assets.

Social implications

The findings are important to society because most of the environmental impact arising from the production, consumption and disposal of products is a direct consequence of decisions made at the product design stage and an unintended consequence of the marketing decision-making processes that underlie marketing strategy formulation that fails to recognize ecosystems impact as a standard decision influence.

Originality/value

To the best of the authors’ knowledge, this research is the first to study the effects of firm-level strategic resources and their interactions as they relate to SPDP.

中文翻译：

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组织资源对可持续产品设计实践的交互影响：资源编排视角

目的

本研究的目的是调查公司的战略可持续发展导向 (SSO) 和客户关系资本 (CRC) 对可持续产品设计实践 (SPDP) 的交互影响。

设计/方法论/途径

作者利用来自马来西亚 132 家制造商的调查数据，研究了两种公司资源（即 SSO 和 CRC）与 SPDP 相关的互动效应。

发现

研究结果表明，当 CRC 较低时，SSO 对 SPDP 的影响比其他情况下更强。作者还发现，当客户压力（CP）较高时，上述公司级资源的互动效应比较低时更强。

研究局限性/影响

作者通过研究公司层面战略资源的影响及其与 SPDP 的相互作用，为文献做出了贡献。这项研究的一个重要限制是使用单一来源数据和单周期数据。

实际影响

在管理上，这项研究提供了关于组织应如何应对 CP 的新见解，同时了解客户关系资产的违反直觉但具有破坏性的影响。

社会影响

研究结果对社会很重要，因为产品的生产、消费和处置所产生的大部分环境影响是产品设计阶段决策的直接结果，也是营销策略制定过程中营销决策过程的意外结果。未能将生态系统影响视为标准决策影响。

原创性/价值

据作者所知，本研究首次研究了企业层面的战略资源及其与 SPDP 相关的相互作用的影响。