Can you have your cake and eat it? Investigating trade-offs in the implementation of green initiatives

Abstract

Is it possible for manufacturing or service businesses that pursue green initiatives to ‘have it both ways’? In the words of some researchers in the corporate sustainability field, the answer is ‘no’. According to those authors, executives who attempt to implement a green agenda in their firms will encounter tensions/trade-offs at various levels and in different forms. Assessment of these trade-offs is a critical issue in the formulation and implementation of corporate sustainability strategies. Similarly, some authors in the operations management field affirm that, due to the limitations of all manufacturing and service systems, trade-offs in their operations are inevitable. In order to provide insights into these important issues, our paper investigates potential trade-offs in the implementation of a green initiative in a SME that manufactures cleaning products. The results show that there is a trade-off between the green initiative pursued by the SME and its overall production costs. Interestingly, once other problems were resolved, this trade-off did not stop the SME from implementing the green initiative. Important implications for practitioners and researchers are discussed, and opportunities for future investigations are outlined.