This research paper was inspired by the rising popularity of the topic of sustainability. It is always interesting to analyze the various externalities resulting from the implementation of a corporate Green Strategy. One of those externalities is the possible direct effect of companies` green actions on their competitive performance. Usually, it is expected that being green is beneficial for the corporate image and, therefore, stimulates the demand for a companies` products. A fair amount of scientific efforts have been made in order to identify the drivers of firm performance. However, none...