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Achieving greener growth: a business perspective for proactive commitment

Author

Listed:
  • Fabien Martinez

    (Cardiff Business School)

  • Diego Vazquez-Brust
  • Ken Peattie
  • Keivan Zokaei

Abstract

This chapter examines the strategic integration of Environmental and Social Responsibility (ESR) into business operations. We contend that the enhancement of corporate productivity can be achieved via the symbiotic pursuit of green values and lean production practices. A framework is presented-drawing on the contingency theory (Burns & Stalker, 1961; Donaldson, 2008)-to suggest basic requirements for successful symbiotic 'green and lean' relationships. The model proposes that a sustainable corporate action plan, enabling a strategic orientation of lean and green decision-making, draws upon five interrelated dynamic contingencies: corporate values, consumption, business benefits, legislation, and technology. The theoretical propositions are illustrated and extended using the case study of Adnams Brewery (Southwold, UK)-a company that has come to symbolise the benefits of adopting strong eco-friendly values to 'green' the business and its products. Drawing on in-site visits, interviews with Andy Wood (Managing Director) and analysis of corporate reports, the case corroborates the idea of a symbiotic relationship of lean and green. Adnams case ratifies the importance of integrating responses to the five dynamic contingencies as companies seek to combine business performance with good corporate citizenship. Strongly driven by technological excellence and 'eco-friendly' organisational values instilled by top managers and inciting employees' commitment, Adnams is an instructive epitome of syncretism of ESR with economic performance; in particular, the company is effectively exploiting marketing opportunities-"strong brand and growing reputation"-and enhancing productivity.

Suggested Citation

  • Fabien Martinez & Diego Vazquez-Brust & Ken Peattie & Keivan Zokaei, 2012. "Achieving greener growth: a business perspective for proactive commitment," Post-Print hal-02887705, HAL.
    • Handle: RePEc:hal:journl:hal-02887705
    DOI: 10.1007/978-94-007-4417-2_10
    Note: View the original document on HAL open archive server: https://hal.science/hal-02887705
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    References listed on IDEAS

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    1. Fabien Martinez, 2014. "Corporate strategy and the environment: towards a four-dimensional compatibility model for fostering green management decisions," Post-Print hal-02887618, HAL.

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