Green Marketing Orientation and Ambidextrous Innovation for Sustainable Competitive Advantage a Systematic Literature Review
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Green Innovation, EGI, Green Marketing Orientation, SLR, Sustainable
Abstract
This study conducts a PRISMA 2020 guided Systematic Literature Review (SLR) to map the Exploitation Green Innovation (EGI) domain and consolidate evidence on definitions/operationalizations (RQ1) and antecedents-outcomes boundary conditions (RQ2). A Scopus only search 2021–2026 was restricted to English-language journal articles and reviews using a TITLE-ABS-KEY query covering core EGI terms, incremental/exploitative green innovation and ambidextrous green innovation, within a green/environmental/eco/sustainability context. The search yielded 342 records, filtering retained 296 for screening, deduplication produced 284 unique records, and full-text assessment resulted in 50 included studies for thematic synthesis. Descriptive mapping of screened records (n = 296) indicates rapid publication growth in 2021–2025, concentration in sustainability and strategy oriented outlets, and geographically skewed contributions. VOSviewer based co-occurrence author keyword analysis highlights the centrality of exploitative–exploratory discourse and ambidexterity. Thematic synthesis shows EGI is consistently framed as exploitative/incremental green innovation, yet indicator operationalizations remain heterogeneous, EGI is most often shaped by internal capabilities and external pressures/instruments and is primarily linked to green performance and, in some contexts, competitive advantage. The review provides an EGI operationalization framework and an evidence map to support measurement standardization, mechanism testing, and cross-context boundary condition research.
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