How do B2B SMEs implement green business strategies? The key roles of customer orientation, entrepreneurial orientation, and environmental regulation

Francisco Villegas; Stefan Markovic; Mehdi Bagherzadeh; Milena Micevski; C. Sancha Fernández; Leslier Valenzuela-Fernandez

How do B2B SMEs implement green business strategies? The key roles of customer orientation, entrepreneurial orientation, and environmental regulation

Francisco Villegas
, Stefan Markovic
, Mehdi Bagherzadeh
, Milena Micevski
, C. Sancha Fernández
, Leslier Valenzuela-Fernandez

Research output: Conference paper › Contribution › peer-review

Abstract

B2B SMEs are increasingly prioritizing environmental concerns to align with market demands for sustainable practices. The literature highlights the relevance of customer and entrepreneurial orientations in adopting green business strategies. However, there is limited research on the relative importance of these orientations within environments characterized by varying levels of regulatory stringency. Based on a cross-industry sample of 140 B2B SMEs, this study reveals the trade-off between customer orientation (CO) and entrepreneurial orientation (EO) in environments with highly stringent regulatory policies. The findings underscore the critical role of environmental regulation in shaping strategic priorities for B2B SMEs.

Original language	English
Publication status	Published - Jan 2025
Event	8th Industrial Marketing Management Summit - University of Sarajevo - School of Economics and Business, Sarajevo, Bosnia and Herzegovina Duration: 15 Jan 2025 → 17 Jan 2025 Conference number: 8th https://www.efsa.unsa.ba/ef/en/immsummit

Conference

Conference	8th Industrial Marketing Management Summit
Abbreviated title	IMM
Country/Territory	Bosnia and Herzegovina
City	Sarajevo
Period	15/01/25 → 17/01/25
Internet address	https://www.efsa.unsa.ba/ef/en/immsummit

Cite this

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title = "How do B2B SMEs implement green business strategies? The key roles of customer orientation, entrepreneurial orientation, and environmental regulation",

abstract = "B2B SMEs are increasingly prioritizing environmental concerns to align with market demands for sustainable practices. The literature highlights the relevance of customer and entrepreneurial orientations in adopting green business strategies. However, there is limited research on the relative importance of these orientations within environments characterized by varying levels of regulatory stringency. Based on a cross-industry sample of 140 B2B SMEs, this study reveals the trade-off between customer orientation (CO) and entrepreneurial orientation (EO) in environments with highly stringent regulatory policies. The findings underscore the critical role of environmental regulation in shaping strategic priorities for B2B SMEs.",

author = "Francisco Villegas and Stefan Markovic and Mehdi Bagherzadeh and Milena Micevski and \{Sancha Fern{\'a}ndez\}, C. and Leslier Valenzuela-Fernandez",

year = "2025",

month = jan,

language = "English",

note = "8th Industrial Marketing Management Summit , IMM ; Conference date: 15-01-2025 Through 17-01-2025",

url = "https://www.efsa.unsa.ba/ef/en/immsummit",

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Villegas, F, Markovic, S, Bagherzadeh, M, Micevski, M, Sancha Fernández, C & Valenzuela-Fernandez, L 2025, 'How do B2B SMEs implement green business strategies? The key roles of customer orientation, entrepreneurial orientation, and environmental regulation', Paper presented at 8th Industrial Marketing Management Summit , Sarajevo, Bosnia and Herzegovina, 15/01/25 - 17/01/25.

How do B2B SMEs implement green business strategies? The key roles of customer orientation, entrepreneurial orientation, and environmental regulation. / Villegas, Francisco; Markovic, Stefan; Bagherzadeh, Mehdi et al.
2025. Paper presented at 8th Industrial Marketing Management Summit , Sarajevo, Bosnia and Herzegovina.

Research output: Conference paper › Contribution › peer-review

TY - CONF

T1 - How do B2B SMEs implement green business strategies? The key roles of customer orientation, entrepreneurial orientation, and environmental regulation

AU - Villegas, Francisco

AU - Markovic, Stefan

AU - Bagherzadeh, Mehdi

AU - Micevski, Milena

AU - Sancha Fernández, C.

AU - Valenzuela-Fernandez, Leslier

N1 - Conference code: 8th

PY - 2025/1

Y1 - 2025/1

N2 - B2B SMEs are increasingly prioritizing environmental concerns to align with market demands for sustainable practices. The literature highlights the relevance of customer and entrepreneurial orientations in adopting green business strategies. However, there is limited research on the relative importance of these orientations within environments characterized by varying levels of regulatory stringency. Based on a cross-industry sample of 140 B2B SMEs, this study reveals the trade-off between customer orientation (CO) and entrepreneurial orientation (EO) in environments with highly stringent regulatory policies. The findings underscore the critical role of environmental regulation in shaping strategic priorities for B2B SMEs.

AB - B2B SMEs are increasingly prioritizing environmental concerns to align with market demands for sustainable practices. The literature highlights the relevance of customer and entrepreneurial orientations in adopting green business strategies. However, there is limited research on the relative importance of these orientations within environments characterized by varying levels of regulatory stringency. Based on a cross-industry sample of 140 B2B SMEs, this study reveals the trade-off between customer orientation (CO) and entrepreneurial orientation (EO) in environments with highly stringent regulatory policies. The findings underscore the critical role of environmental regulation in shaping strategic priorities for B2B SMEs.

M3 - Contribution

T2 - 8th Industrial Marketing Management Summit

Y2 - 15 January 2025 through 17 January 2025

ER -

How do B2B SMEs implement green business strategies? The key roles of customer orientation, entrepreneurial orientation, and environmental regulation

Abstract

Conference

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