The Interactive Effect of Internal and External Factors on a Proactive Environmental Strategy and its Influence on a Firm's Performance

摘要: While the literature on effective management of business and natural environment interfaces is rich growing, there are still two questions regarding which has yet to reach a definitive conclusion: (1) what interactive effect between internal external drivers proactive environmental strategy (PES)? (2) does PES influence firm's performance? Drawing resource-based view for drivers’ perspective institutional legitimacy theories perspective, this study suggests that entrepreneurial orientation moderated by intensity government regulations customers’ sensitivity issues. The authors also examine relationship performance in terms sales profit growth. Implications discussed role achieving competitive advantage marketplace.