›› 2019, Vol. 31 ›› Issue (7): 149-161.

• 案例研究 • 上一篇    下一篇

企业社会责任融合、利害相关者管理与绿色产品创新——基于老板电器的案例研究

毛蕴诗, 王婧   

  1. 中山大学管理学院, 广州 510275
  • 收稿日期:2018-09-03 出版日期:2019-07-28 发布日期:2019-07-28
  • 通讯作者: 王婧(通讯作者),中山大学管理学院博士研究生。
  • 作者简介:毛蕴诗,中山大学管理学院教授,博士生导师,博士。
  • 基金资助:

    国家社会科学基金重点项目(15AZD061)。

Corporate Social Responsibility Integration, Stakeholder Management and Green Product Innovation——Case Study on ROBAM

Mao Yunshi, Wang Jing   

  1. Business School, Sun Yat-sen University, Guangzhou 510275
  • Received:2018-09-03 Online:2019-07-28 Published:2019-07-28

摘要:

关注企业社会责任的可持续商业模式日益受到重视。本文从利害相关者理论视角,着重研究企业如何把企业社会责任和商业模式融合进行绿色产品创新,打造可持续商业模式。通过对老板电器提供单一绿色产品、提供绿色解决方案、打造绿色产品生态系统,持续绿色产品创新的案例研究,本文发现:①企业对利害相关者的关注范围从市场利害相关者向非市场利害相关者扩张,利害相关者关注范围的扩大能触发企业持续绿色产品创新;②企业对利害相关者的整合能力不断扩展是企业持续绿色产品创新的重要支撑;③企业关注客户需求,持续改进,实现渐进式绿色产品创新;企业关注政府、媒体以及社会大众等非市场利害相关者,会发现新的商业机会,实现突变式绿色产品创新。和传统产品创新相比较,绿色产品创新对于产品创意获取能力的要求更高,企业整合社会公众的绿色创意能力对企业绿色产品创新尤为重要。

关键词: 利害相关者关注, 利害相关者整合, 渐进式绿色产品创新, 突变式绿色产品创新, 可持续商业模式, 老板电器

Abstract:

Sustainable business model that focuses on corporate social responsibility is receiving increasing attention. From the perspective of stakeholder theory, this paper focuses on how companies integrate corporate social responsibility and corporate business model to realize continuous green product innovation. Through the case study of ROBAM company which provides continuing green product innovation from single green product innovation, providing green solutions to building green product ecosystem, this paper finds that:①The focus of stakeholders concerns is from market stakeholders to non-market stakeholders, and the expansion of concerns of stakeholders interest can trigger the continuous green product innovation;②the continuous expansion of the ability of enterprises to integrate stakeholders is an important support for the continuous green product innovation;③Through paying attention to the interests of customers and improving continuously, enterprise can realize incremental green product innovation; Through paying attention to non-market stakeholders such as the government, the media and the public, enterprise will find new business opportunities and achieve radical green product innovation. Compared with traditional product innovation, green product innovation has higher requirements for product creative ability, and the integration of the green creative ability of the public is of great importance to the company's green product innovation.

Key words: stakeholder concern, stakeholder integration, incremental green product innovation, radical green product innovation, sustainable business model, ROBAM