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Abstract
Drawing on the knowledge-based perspective, this research developed and tested a model consisting of five technological innovation characteristics (relative advantage, complexity, compatibility, observability, and triability) as antecedents, green innovation as a mediator, sustainable competitive advantage as an outcome, and government environmental support as a moderator. A survey was administered to 305 participants from the Middle Eastern healthcare sector and 305 participants from the North African healthcare sector. The findings were antagonistic to what was hypothesized by revealing heterogeneity rather than homogeneity in technological and green innovation perceptions. This research calls for the implementation of newly developed rather than adopted green innovation strategies across the Middle East and North Africa.
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