The global agreement on environmentally friendly policies puts pressure on businesses to implement good practices to increase legitimacy in a competitive environment. This research aims to examine business dynamic capabilities and value creation processes through the concept of green dynamic marketing capabilities. This concept addresses the ability of businesses to absorb, manage information and accumulate new knowledge that fuels innovative endeavors. The dynamic capability view and customer value theory are integrated to theoretically explain the value creation process of market-orientated innovative products. A total of 58 global companies in Clean200 were sampled. A quantitative approach was conducted to measure the effect of organizational learning (environment management team, environment management training, environment supply chain management) on green innovation (environmental innovation score, eco design product). The results showed that the contribution of Model-1 (0.473 or 47.3%) explained the effect of organizational learning on environmental innovation score, respectively on the variables of environment management team (2.859/0.005), environment management training (−2.971/0.003), and environment supply chain management (7.786/0.000). The contribution of Model-2 (0.448/44.8%) explains the effect of organizational learning on eco-design product, respectively on the variables of environment management team (4.280/0.000), environment management training (−6.401/0.000), and environment supply chain management (7.910/0.000). Model-3 tested the structural association variables in organizational learning and green innovation. A significant influence can be seen with a probability value smaller than 0.05. This research shows that the concept of green dynamic marketing capabilities can be used to explain the ability of businesses in response to the pressure of green global norms through the development of organizational learning towards creation of green innovation product that has impact on market performance. The implication of this research is the creation of new mindset in which green global norms challenge becomes an opportunity for businesses to improve competitiveness.

In the context of a globalized economic environment, businesses are facing an increasing number of environmental challenges, prompting them not only to pursue economic benefits but also to focus on environmental protection and social responsibility. Green supply chain management (GSCM) and green innovation have become key strategies for enterprises aiming for sustainable development. This study explores the impact of green supply chain practices on green innovation performance, with a focus on how knowledge management and organizational integration serve as mediating variables in this relationship. Grounded in the resource-based view (RBV) and knowledge-based view (KBV) theories, this research employs surveys and in-depth interviews with companies across various industries, combined with the analysis of structural equation modeling, to reveal the complex relationship between GSCM practices, knowledge management capabilities, levels of organizational integration, and green innovation performance. The results show that GSCM practices significantly enhance corporate green innovation performance through effective knowledge management and organizational integration. These findings enrich the theories of GSCM and green innovation, providing practical guidance for enterprises on how to enhance green innovation performance through strengthening knowledge management and organizational integration. Finally, this study discusses its limitations and suggests possible directions for future research, such as exploring the differences in findings across different industry backgrounds and examining other potential mediating or moderating variables.