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Environmental NGO–business collaboration and strategic bridging: a case analysis of the Greenpeace–Foron Alliance

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  • Edwin R. Stafford
  • Michael Jay Polonsky
  • Cathy L. Hartman

Abstract

Environmental NGO–business collaborative partnerships, commonly called green alliances, are encouraging corporate enviropreneurship, entrepreneurial innovations that address environmental problems and result in operational efficiencies, new technologies and marketable ‘green’ products. Aside from offering environmental, scientific and legal expertise, environmental NGOs can provide linkages to other societal stakeholders, referred to as strategic bridges, to support enviropreneurial initiatives. This article focuses on the linkage capabilities of environmental NGOs by developing an extended strategic bridging framework that articulates necessary process contingencies and engagement strategies for building effective bridges with environmental stakeholders. Propositions are advanced and tested in an analysis of the alliance between Greenpeace and Foron Household Appliances in Germany during 1992–93 for the marketing of an environmentally responsible refrigerator. Stakeholder characteristics and partnership outcomes reveal managerial implications and conceptual extensions of strategic bridging in green alliances, and future research directions are discussed. Copyright © 2000 John Wiley & Sons, Ltd and ERP Environment

Suggested Citation

  • Edwin R. Stafford & Michael Jay Polonsky & Cathy L. Hartman, 2000. "Environmental NGO–business collaboration and strategic bridging: a case analysis of the Greenpeace–Foron Alliance," Business Strategy and the Environment, Wiley Blackwell, vol. 9(2), pages 122-135, March.
    • Handle: RePEc:bla:bstrat:v:9:y:2000:i:2:p:122-135
    DOI: 10.1002/(SICI)1099-0836(200003/04)9:23.0.CO;2-C
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    References listed on IDEAS

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    1. Stafford, Edwin R. & Hartman, Cathy L., 1996. "Green alliances: Strategic relations between businesses and environmental groups," Business Horizons, Elsevier, vol. 39(2), pages 50-59.
    2. Daniel C. Esty & Michael E. Porter, 1998. "Industrial Ecology and Competitiveness: Strategic Implications for the Firm," Journal of Industrial Ecology, Yale University, vol. 2(1), pages 35-43, January.
    3. Johan Schot & Ellis Brand & Kurt Fischer, 1997. "The greening of industry for a sustainable future: building an international research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 6(3), pages 153-162, July.
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    Cited by:

    1. John C. Strandholm & Ana Espinola-Arredondo & Felix Munoz-Garcia, 2022. "Green Alliances: Are They Beneficial when Regulated Firms are Asymmetric?," Journal of Industry, Competition and Trade, Springer, vol. 22(2), pages 145-178, June.
    2. Jean D. Kabongo, 2020. "The intellectual structure of the journal Business Strategy and the Environment: A 25‐year author cocitation analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 29(1), pages 170-179, January.
    3. Tariq, Adeel & Badir, Yuosre F. & Tariq, Waqas & Bhutta, Umair Saeed, 2017. "Drivers and consequences of green product and process innovation: A systematic review, conceptual framework, and future outlook," Technology in Society, Elsevier, vol. 51(C), pages 8-23.
    4. Maria Joutsenvirta, 2009. "A language perspective to environmental management and corporate responsibility," Business Strategy and the Environment, Wiley Blackwell, vol. 18(4), pages 240-253, May.
    5. Mercedes Alda, 2019. "Corporate sustainability and institutional shareholders: The pressure of social responsible pension funds on environmental firm practices," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1060-1071, September.
    6. Abubakr Saeed & Hammad Riaz, 2021. "Navigating through firm–environmental groups' relationships: The impact of societal trust on corporate environmental strategy," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3552-3568, December.
    7. Rosa Maria Dangelico, 2016. "Green Product Innovation: Where we are and Where we are Going," Business Strategy and the Environment, Wiley Blackwell, vol. 25(8), pages 560-576, December.
    8. Rosa Maria Dangelico & Pierpaolo Pontrandolfo, 2015. "Being ‘Green and Competitive’: The Impact of Environmental Actions and Collaborations on Firm Performance," Business Strategy and the Environment, Wiley Blackwell, vol. 24(6), pages 413-430, September.
    9. Stekelorum, Rebecca & Laguir, Issam & ElBaz, Jamal, 2020. "Can you hear the Eco? From SME environmental responsibility to social requirements in the supply chain," Technological Forecasting and Social Change, Elsevier, vol. 158(C).

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