Abstract
‘Green alliances’, partnerships between businesses and environmental groups, can be effective strategies for integrating corporate environmental responsibilities with market goals. They are an outgrowth of an emerging philosophy called ‘Market-based Environmentalism’ which advocates making ecology attractive to businesses via market incentives. This article describes the conceptual underpinnings of the market-based perspective and illustrates how green alliances, specifically, are helping companies to develop ecologically-protective programmes which can lower costs and build differentiation advantages. A typology of green alliances is presented to explain different ways firms can achieve such advantages. Green alliances are a new strategic domain, and some have encountered positioning and relationship management problems. Recommendations are offered on how corporations can successfully ally with environmentalists to push competitive frontiers into the 21st century.
Published Version
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