Achieving Greener Growth: A Business Perspective for Proactive Commitment

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 presenteddrawing 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 ecofriendly 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.

Corporate strategy and the environment: towards a four-dimensional compatibility model for fostering green management decisions

“…This article provides a synthesis of the key points that characterise different patterns of compatibility and guide towards the development of a distinct contingency framework of ESR integration that yields plausible solutions and questions for future environmental strategy management research. The critical literature review supports the view that the compatibility between green and both the effectiveness and efficiency of businesses might be framed in the four scenarios envisioned by Martinez et al (2012): trade-off, ambidexterity, synergy and symbiosis. Figure 2 shows the (symbolic) patterns assigned to each dimension in this article and adapted from Martinez et al (2012, p. 196).…”

“…Trade-off. Trade-off exists when green and business performance are conflictive (Martinez et al, 2012). It is a stage of relative incompatibility between green and EFF-squared which *Postprint of : .…”

“…Synergy. Synergy implies a catalytic effect between green and business performance in a mutually beneficial relationship (Martinez et al, 2012). Initiatives to improve one variable generate or inform opportunities for improvement in the other variable.…”

“…It contributes as an overarching contingency framework that is well suited to account for the influence of a variety of contingent factors on ESR strategy management; whether these factors mediate a positive (symbiosis and synergy), negative (trade-off) or neutral (ambidexterity) relationship between strategy and ESR, as recognised by Waddock and Graves (1997) and as supported by the organisational complexity theory (Van de Ven et al, 2013). In the present study, I propose to (re-)orient the theoretical and practical underpinnings of the research axis explored by Martinez et al (2012). I clarify the meaning and necessity of a compatibility framework that may help to understand and pursue a shift towards context-sensitive and sustainability-driven business practice and theory.…”

“…The debate around the concept of strategic ambidexterity mainly revolves around the processes of strategy formation and execution.While this debate informs the above discussion of sustainability sub-units, it copes poorly with the present attempt at identifying a scenario of neutral compatibility between green and EFF-squared. A different conception of ambidexterity can be found inKollman and Stockman (2008);Vazquez-Brust et al (2009) andMartinez et al (2012). They define it as the state of being equally adept in the advancement of both economic and environmental performance.…”