Abstract
Maritime shipping is facing international requirements for more environmentally-friendly operations. This research explores how a firm's strategic vision for operational sustainability of its fleet is implemented. It studies the case of a Norwegian shipping company that put its vision of a climate-neutral business into practice through integrating a change in operational procedures with an innovative business model which combines a reduction in emissions of detrimental greenhouse gases to sea or air with compensations paid to the Norwegian Rainforest Foundation. The findings show that making the vision a powerful driving force calls for discursive leadership which consciously shapes alignment around the vision as an inspiring higher-order corporate objective. Also it was found that operationalising the vision through ongoing facilitation of the strategy-making process, establishing incentives and concurrently developing a supportive business model in line with social trends are key factors for a positive outcome.
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