CEO's marketing experience and firm green innovation

Abstract Drawing on upper echelons theory (UET), we examine whether and how chief executive office (CEO) marketing experience affects firm green innovation. Using a sample of Chinese‐listed manufacturing firms from 2008–2020 and hand‐collected data on CEO marketing experience, we find a positive relationship between CEOs' marketing experience and corporate green innovation. The positive relationship is robust after a series of robustness tests. Our further investigations reveal that the positive relationship is more pronounced when firms face higher‐level media coverage and stricter local environmental regulations. In addition, using textual analysis, we also find that market‐oriented culture plays a critical mediating role in this positive relationship. These findings enrich the relevant literature on strategic leadership and green innovation and are essential for companies and policymakers in developing green innovation strategies.