BRIDGING GREEN AMBIDEXTROUS LEADERSHIP AND GREEN MARKETING PERFORMANCE THROUGH GREEN INNOVATION: A LITERATURE REVIEW
DOI:
https://doi.org/10.14421/jmd.2026.121.01Keywords:
Green Ambidextrous Leadership, Green Innovation, Green Marketing Performance, Organizational Sustainability, Literature ReviewAbstract
This study aims to develop a conceptual model that explains the integrative relationship among green ambidextrous Leadership, green innovation, and green marketing performance, based on a systematic literature review. The research employs a literature review design with a qualitative descriptive approach, analyzing 28 scientific journal articles published between 2011 and 2025 across diverse geographic and industry contexts. Thematic analysis is employed to identify patterns of relationships among variables, consistency of findings, and theoretical gaps in the literature. The results indicate that green ambidextrous Leadership, defined as a leader's ability to balance exploration and exploitation within the sustainability context, significantly influences the formation of green innovation through organizational culture transformation, strengthened governance structures, and the management of employees' psychological dynamics. Green innovation consistently functions as a key mediating mechanism linking Leadership influence to green marketing performance through multilevel processes involving structural, psychological, and behavioral transformations. This study also identifies a significant theoretical disconnect in the literature, where these three variables have never been integrated into a comprehensive conceptual framework. Theoretical contributions of this research include introducing the concept of green ambidextrous Leadership as a new construct, integrating three separate literature domains, and identifying boundary conditions that affect the relationships among variables. Future empirical research, both quantitative and qualitative, is needed to validate the proposed conceptual model across various organizational contexts
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