关键词: 产品开发, 绿色创新, 竞合, 绿色绩效

Abstract: With the enhancement of consumer awareness of environmental protection, the greenness of products has become an important factor of market competition, which has promoted enterprises to make a green manufacturing innovation to develop green products. Although industry and academia have paid high attention to green manufacturing and good business practice results have been achieved, product greenness remains low in supply chains such as food and fashion. Therefore, the manufacturing industry urgently needs to improve the development performance of green products. On the one hand, green procurement is crucial to improving the development performance of green products. On the other hand, green marketing is another key to improving the performance of green product development. Green procurement and green marketing expand the concept of green innovation in the supply chain and make it more complex, which is reflected in the interactive spillover effect of different green innovation practices. In addition, as the level of green competition continues to increase, many enterprises have decided to cooperate with their competitors to improve their green competitive advantage. However, the influence mechanism of competition and co-opetition on the green innovation behavior of supply chain is still unclear. Therefore, starting from the green innovation behavior of supply chain, this paper reveals the influence mechanism of cooperation strategy and cooperation dynamics of green product development performance, which has important theoretical and practical value for guiding enterprises’ green innovation practice.
This paper aims to contribute to the progress of co-opetition research by examining the following key questions: (1)What are the differences between green innovation decisions and profits under perfect competition and co-opetition? (2)Does co-opetition always lead to better economic and environmental performance? If the answer is no, what is the applicable scenario? (3)If the cooperation strategy is effective, how to balance the cooperation dynamics and improve the development performance of green products?
The research shows that the increased difficulty of green innovation in any manufacturer or retailer will not only reduce the green performance of the supply chain to which it belongs, but also reduce the green performance of another supply chain. In the co-opetition scenario, a higher intensity of green competition is not conducive to the H-type manufacturer and retailer, but may benefit the L-type manufacturer. When the H-type manufacturer sets lower green-purchasing standards, the L-type manufacturer will not choose to cooperate with the H-type manufacturer. When the H-type manufacturer sets higher green-purchasing standards, the L-type manufacturer will abandon horizontal cooperation with the H-type manufacturer.
This paper reveals the interaction of green innovation in supply chain from the perspective of competition and cooperation, and reveals the management value behind the conclusion from the perspectives of supply chain members and the government. (1)For the manufacturer, when implementing green innovation decisions, enterprises should pay attention to not only how to reduce the difficulty of green innovation for themselves, but also how to reduce the difficulty of green innovation for supply chain members or competitors; when L-type manufacturers and H-type manufacturers establish competitive and cooperative relations, information sharing mechanism should be established at the same time to help them find greener suppliers; retailers should develop cost sharing or benefit sharing contracts and other coordination methods within the supply chain to encourage H-type manufacturers to invest in green innovation. (2)For the government, to achieve the goal of environmental protection, corresponding policies and regulations should be introduced to alleviate the intensity of green competition in the market; when the government formulates regulations to ease the intensity of green competition, it should fully consider the possible loss of interests of L-type manufacturers and formulate complementary subsidies or tax relief policies.

Key words: product development, green innovation, co-opetition, green performance