GREEN PRODUCT DIFFERENTIATION AND GREEN PRODUCT LAUNCH SUCCESS DOES IMPACT ON GREEN PRODUCT INNOVATION PERFORMANCE ?
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This study aim is to investigate and evidence empirically analyze the mediating role of green product launch success on green product innovation performance on SMEs industry. This study was collected with 200 managers or owner of SMEs of handmade batik in Yogyakarta, Indonesia. The unit analysis of this research is the batik industry manager both in small and medium scale in Yogyakarta. The sampling technique used through purposive sampling technique. The result of this study shows that green product differentiation has a significant positive effect on green product launch success and green product innovation performance. Furthermore, the green product launch success has a mediating effect on green product innovation performance.
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