| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所 === 99 === Recently, rapidly changing technology and quickly shortened product life cycle has caused alarming environmental degradation and negative environmental impact. Therefore, environmental protection and increasing demands of green innovation are forcing organizations to reconsider their business strategies. Hence, in order to ensure corporate sustainability and maintain competitiveness, organizations have to further enhance green innovation and environmental management strategies. Regarding the economic development of Taiwan which mainly focuses on OEM and ODM in high-tech industry, Taiwanese manufacturers have a lot of pressures of exporting products to foreign countries (e.g. Europe, the USA, Japan, etc.) in the context of intense competition and tightened environmental regulations (i.e. WEEE, RoHS, Kyoto Protocol, etc.). As a result, green innovation is found to be one of essentials of organizational strategy management. However, green innovation can be affected by organizational culture which refers to shared values and norms that influence organizational processes and strategic choices. Therefore, the purpose of this study is to investigate the effect of green innovation on environmental performance; simultaneously examine the impact of organizational culture as a moderator on green innovation and environmental performance in Taiwanese firms. The results show that green innovation is positively related to environmental performance. The flexibility-oriented culture which encourages employees to take risk and experimentation to produce innovative products positively moderates the relationship between green innovation and environmental performance. On the contrary, the control-oriented culture which focuses on productivity, outcome achievement and rule compliance as well as encourages employees to be goal-oriented and follow firm’s regulations negatively moderates this relationship. This study adapts the case study method to interview of four large Taiwanese electric and electronics companies to investigate the potential impact of organizational culture on green innovation and environmental performance. Through this study, manufacturers can understand more about how to launch green innovation to reach the goal of friendly environment. This study can be a reference for academics and industry managers in the fields of green innovation and environmental management practices to fit with the requirements of the green era.
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