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| Author: | Aragon-Correa, J.A. Rubio-Lopez, E.A. |
| Title: | Proactive corporate environmental strategies: Myths and misunderstandings |
| Journal: | Long Range Planning
2007 : JUN, VOL. 40:3, p. 357-381 |
| Index terms: | environment strategy multinational companies food industry France United Kingdom USA |
| Language: | eng |
| Abstract: | For companies in dealing with the natural environment, proactive environmental (hereafter as: env-al.) strategies (here as: strs.) have been proposed as urgent, profitable and sustainable ways. However, many managers and stakeholders are finding that some proactive approaches may perpetuate or even increase env-al. problems. This study proposes a strategic framework identifying six categories of 'myths', commonly accepted misunderstandings in the analysis, selection/implementation and control of proactive env-al. strs. Based on food industry, using secondary data of well-known mostly American multinational companies and a sample of 140 food factories in France and the United Kingdom, it is suggested that firms take a contingent view, generating a dynamic capability for a proactive env-al. approach, rather than relying on universalistic implementation based on unreliable myths. |
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