Natural Environment, Market Orientation, and Firm Innovativeness: An Organizational Life Cycle Perspective


  • Clay Dibrell is an associate professor of Management in the School of Business Administration at The University of Mississippi.

  • Justin Craig is an associate professor of Entrepreneurship and co-director of the Australian Centre for Family Business in the School of Business, Technology and Sustainable Development at Bond University.

  • Eric Hansen is a professor of Forest Products Marketing in the College of Forestry at Oregon State University.

Justin Craig, Department of Entrepreneurship and Family Business, Bond University, Gold Coast, Qld 4229, Australia. E-mail:


Drawing upon the corporate social responsibility literature, we investigate the moderating effects of the natural environment and the stage of an organization's life cycle on the market orientation to firm innovativeness relationship. Through 229 owners or chief executive officer respondents, our results establish evidence of (1) a positive linkage between market orientation and firm innovativeness; (2) natural environmental policy positively moderating the market orientation to firm innovativeness relationship; and (3) organizational life cycle negatively moderating market orientation to innovativeness. Our findings suggest ventures characterized as being early in the organizational life cycle are more likely to have a positive environmental policy toward the natural environment leading to a competitive advantage through firm innovativeness.