Strategic bridging: the collaboration between environmentalists and business in the marketing of green products

Article Abstract:

A case on interorganizational collaboration in Canada involving a retail grocery chain and several environmental groups is analyzed. In this case, one environmental group attempted to act as a bridge between business and environmentalists by endorsing a line of "green" products. Based on material drawn from news reports and personal interviews, the authors use the case to illuminate the concept of strategic bridging as a distinctive form of collaboration. Like other forms of collaboration, bridging relies on collaborative negotiations and "back-home" commitment to the outcome of the negotiations and "back-home" commitment to the outcome of the negotiations. It differs from other forms - such as joint ventures, multiparty task forces, and mediation - with respect to the degree of organizational interpenetration involved in the negotiations and the complexity of the problem of gaining back-home commitment. Based on their analysis, the authors speculate that strategic bridging is more likely to occur when the problem domain is underorganized and the willingness of the stakeholders to collaborate is low. Implications for future research are discussed. (Reprinted by permission of the publisher.)

Social aspects, Usage, Green marketing, Industry, Industries, Environmentalists, Environmental activists, Interorganizational relations

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The perils of precision: managing local tensions to achieve global goals

Article Abstract:

This article examines a case of managing local change to achieve global goals. The rapid disappearance of species worldwide has produced a completely new mission for many North American zoos: that of acting as the arks for endangered species. Such change in focus is tied to changes in technology, structure, specialization, and competitive context. From a local park offering recreation to local citizens and competing with other local amusement parks, zoos must attempt to become global arks offering conservation to endangered species and cooperating with other zoos at the national and international level. This article presents the case of one North American zoo and its director's success in overcoming the operational tensions inherent in these two competing definitions of the zoo's mission. The article concludes with a discussion of precision and ambiguity and their role in managing local change in a global context. (Reprinted by permission of the publisher.)

Botanical and zoological gardens, Arboreta & Zoological Gardens, Zoos and Botanical Gardens, Management, International aspects, Endangered species, Protection and preservation, Wildlife conservation, Zoos

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Corporate environmental responsiveness strategies: the importance of issue interpretation and organizational context

Article Abstract:

This article analyzes the environmental responsiveness strategies of seven companies in the Canadian oil industry over a 15-year period, during which environmental issues gained increasing public and regulatory attention. These within-industry corporate case comparisons serve as the basis for developing an understanding of corporate environmental responsiveness that centers on the relationships between issue interpretations and strategic responses as well as the role of antecedent organizational context elements. (Reprinted by permission of the publisher.)

PETROLEUM AND COAL PRODUCTS, Petroleum, Petroleum and Coal Products Manufacturing, Petroleum industry, Pollution, Environmental policy, Control

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