Citation

Zhang, Yujiao and Lim, Wei Lee and Ong, Jeen Wei (2025) Beyond Traditional Innovation: How Sustainability is Reshaping New Product Development. Journal of Innovation Management, 13 (3). pp. 96-124. ISSN 2183-0606

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Abstract

Sustainability orientation enables businesses to align with social responsibility, leading to a competitiveadvantage through new product development innovativeness. The aim of this study is to determine therelationship between sustainability orientation and new product development innovativeness. In addition,the study investigates the antecedents of new product development innovativeness as well as the criticalfactors that promote it. This quantitative study obtained 237 valid samples from micro and small technologyenterprises. Data was empirically examined employing a dual-stage Structural Equation Modelling – ArtificialNeural Network (SEM-ANN) predictive-analytics. The findings revealed that sustainability orientation hasno direct effect on new product development innovativeness but the relationship is mediated by marketknowledge competence and technological capability. In addition, the Artificial Neural Network analysisindicated that market knowledge competence is the most essential factor, followed by technological capability.Theoretically, this contributes to the literature on entrepreneurship with empirical evidence of a relationshipbetween sustainability orientation and new product development innovativeness. This study builds ondynamic capability theory to uncover the importance of market knowledge competence and technologicalcapability in new product development. Market knowledge competence and technological capability arefound to improve new product development innovativeness, while opportunity recognition and sustainabilityorientation display no significant effect. Micro and small technology enterprises should concentrate onunderstanding consumer preferences and implementing innovative solutions. Customer preference maytake precedence over resource efficiency, emphasising the importance of good groundwork in customercommunication.

Item Type:	Article
Uncontrolled Keywords:	New product development innovativeness
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	17 Apr 2026 08:09
Last Modified:	17 Apr 2026 08:09
URII:	http://shdl.mmu.edu.my/id/eprint/15720

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