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What makes a technological innovation successful for an industry? This study examines how green technology innovation is impacted by strategic management of the human resource in firms. The value of this study lies in its intention to explain the needs to effectively blend people matters first before endeavouring technologies. We focus on Malaysia's leading automobile manufacturer, Proton which currently embarks on smart green initiatives in its product development. The quantitative surveydoi:10.3844/ajebasp.2013.65.73 fatcat:dpohdasn4rhghnd7ueaid6bfcq