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Environmental NGO-business collaboration and strategic bridging: a case analysis of the Greenpeace-Foron alliance
journal contribution
posted on 2000-03-01, 00:00 authored by E R Stafford, Michael PolonskyMichael Polonsky, C L HartmanEnvironmental 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.
History
Journal
Business strategy and the environmentVolume
9Issue
2Pagination
122 - 135Publisher
WileyLocation
Chichester, Eng.ISSN
0964-4733eISSN
1099-0836Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2000, Wiley and ERP EnvironmentUsage metrics
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