GREEN PRODUCT INNOVATION: ORIENTATIONS, PRODUCT INNOVATION STRATEGIES, AND OUTCOMES PAUL H. DRIESSEN Nijmegen School of Management, Radboud University Nijmegen, The Netherlands p.driessen@fm.ru.nl THEO M.M. VERHALLEN Faculty of Economics and Business Administration, Tilburg University, The Netherlands theo.m.m.verhallen@uvt.nl JACQUELINE CRAMER Faculty of Social Sciences, Erasmus University Rotterdam, The Netherlands jmcramer@xs4all.nl ABSTRACT The goal of this paper is to highlight differences between green product innovation (GPI) and ‘traditional’ product innovation. We apply a theory-building approach us- ing multiple case studies and identify subtle differences in product innovation strate- gy, and in its antecedents and consequences. GPI is characterized by the way trade- offs between green and nongreen issues are resolved by attaching priorities. These priorities are influenced by collection of nonmarket information and green commit- ment in company policy. Outcomes are shown to include noneconomic aspects, and there are indications of green regulation and green market demand being moderating variables. An integrative framework is presented that extends the extant market orien- tation-innovation-performance perspective with these findings. INTRODUCTION Over the last decades, firms have included ecological (‘green’) considerations in their product innovation strategies, which has led to an increasing number of green product innovations (Fuller 1999; Noci and Verganti 1999). In the environmental management literature, GPI has mostly been studied as a novel phenomenon (Bau- mann et al. 2002), although there is evidence that the development of GPIs is not fun- damentally different from other product innovations (Pujari et al. 2003). Therefore, this paper will take extant product innovation research as a starting point. More spe- cifically, it will build on research linking market orientation to product innovation strategies and innovation performance. The study focuses on empirical results to generate input for theory building. By identifying subtle as well as substantial differences with nongreen product innovation, existing theory can be extended to better capture GPIs. Therefore, the objectives of this study are threefold: (1) Highlight the differences and similarities between green and nongreen product innovation strategies. (2) From these differences and similari- ties, identify constructs that are important for understanding GPI strategy. (3) With these identified constructs, develop an integrative theoretical framework linking ante- cedents and outcomes to GPI strategy. In doing so, this study is similar to Drumwright (1996), who used case study research to identify differences between regular advertis- ing campaigns and advertising campaigns with a social dimension. This study applies a theory building case methodology, for which the scope is provided by a preliminary research framework (Bonoma 1985; Eisenhardt 1989).