Among the many reasons to encourage enterprises to implement green innovation, external factors such as market mechanisms and policy regulation both have the greatest probability of failure. Therefore, the idea of exploring ways to promote green innovation from internal factors has gradually attracted attention. This study is based on an internal perspective to explore the relationship between board size, openness, and green innovation by using data from the heavily polluting enterprises listed in China’s A-share market from 2015 to 2020. The regression results show that board size has a significant positive impact on green innovation, and the openness breadth plays a partial mediating role. This indicates that more board members are conducive to the implementation of green innovation strategies, as well as expanding the innovation openness breadth, so as to obtain external knowledge and resources to promote green innovation. Through further heterogeneity analysis, we found that the above relationship is more significant in state-owned enterprises. Finally, this study provides new theoretical evidence for the debate over whether board size promotes or inhibits green innovation. Furthermore, it provides a path and practical guidance for enterprises to implement green innovation more effectively by relying on their directors’ networks and increasing their own openness.

PurposeA green innovation strategy is an important step for enterprises to balance economic and environmental. As the executors of strategic decisions, the attitude and capabilities of senior managers determine the effectiveness of implementing green innovation. Therefore, this paper aims to explore the relationship between executive compensation incentives and green innovation.Design/methodology/approachBased on the data of heavily polluting enterprises listed in China's A-share market from 2015 to 2020, this study constructs an OLS model with fixed effects of time and industry, and uses the mediation three-step method to verify the correlation between executive compensation incentives, innovation openness and green innovation. Meanwhile, the grouping regression was used to test the moderating effect of environmental regulation on executive compensation incentives.FindingsThe empirical results show that executive salary incentives promote green innovation and equity incentives inhibit green innovation; the openness breadth partially mediates the relationship between salary incentives, equity incentives and green innovation, while the openness depth only partially mediates the relationship between equity incentives and green innovation; and environmental regulation positively moderates executive incentives.Research limitations/implicationsDue to sample selection and variable measurement, the study lacks certain generality. Therefore, future research needs to further analyze the internal factors affecting green innovation from multiple dimensions.Practical implicationsThis study provides a new evidence for analyzing how executive compensation measures affect green innovation, and further enhances the mediating mechanism of open innovation.Originality/valueThis study has significant theoretical implications for examining the intra-firm factors that affect green innovation.

In recent years, the cultural and creative industry has become an emerging industry that countries have vigorously supported and promoted in the new economic era. This article introduces the TRIZ innovation theory into the cultural and creative industry. As an innovative problem-solving theory, TRIZ has good practicability and operability. It seeks breakthroughs on the basis of original creative thinking and provides a scientific and efficient cultural creativity. Combining specific cases, analyze the innovative principles of TRIZ theory as the origin, stimulate creative methods that generate divergent thinking, aggregate thinking, and conversion thinking, and apply them to creative mechanisms and applications in cultural advertising creativity. The whole process is guided by rational principles to lead perceptual thinking, and concrete principles drive abstract imagination, exploring the source of thinking of the essence of cultural advertising creative design. This theory and its application mechanism have become a brand new thinking method and application attempt in the field of cultural advertising creativity.