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Green Alliances: How Does Ecophilosophy Shape the Strategies of Environmental Organizations?

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Abstract

The relationship between environmental organizations and the corporate sector has gradually shifted toward the collaborative end, resulting in a broad array of “green alliances.” In this paper, we focus on the strategies whereby environmental organizations seek to collaborate with private companies. In particular, we explore whether the ecophilosophy of an environmental organization—i.e., a set of values, attitudes, and beliefs about the natural environment—influences the selection of collaborative strategies. To address this question, we conducted two case studies of environmental organizations with a diverse ecophilosophy—namely, Greenpeace and WWF. In the cases, we covered a broad spectrum of collaborative strategies while also taking into account contextual factors with a possible influence on strategy selection. Building on our findings, we argue that ecophilosophy drives the selection of collaborative strategies and at the same time provides the lenses through which environmental organizations make sense of their operating context. We conclude by discussing the implications of our findings and by suggesting directions for future research on environmentalist-business collaboration.

Résumé

La relation entre les organisations environnementales et les entreprises a progressivement pris une tournure plus collaborative, créant toute une palette d’ « alliances vertes ». Dans cet article, nous nous concentrons sur les stratégies par lesquelles les organisations environnementales cherchent à collaborer avec des sociétés privées. Plus particulièrement, nous recherchons si l’éco-philosophie d’une organisation environnementale, i.e. l’ensemble de ses valeurs, attitudes et convictions à propos de l’environnement naturel, influence le choix de ses stratégies collaboratives. Pour traiter cette question, nous avons mené deux études de cas d’organisations environnementales ayant des éco-philosophies différentes : Greenpeace et WWF. Dans ces deux cas, nous avons couvert un large spectre de stratégies collaboratives, en prenant également en compte les facteurs contextuels qui pouvaient influencer les choix stratégiques. Nos résultats nous permettent d’affirmer que l’éco-philosophie dirige le choix des stratégies collaboratives tout en fournissant l’objectif à travers lequel les organisations environnementales donnent un sens à leur contexte opérationnel. Nous concluons en examinant ce qu’impliquent nos résultats et en suggérant des pistes de recherche ultérieure sur la collaboration entre environnementalistes et entreprises.

Zusammenfassung

Die Beziehung zwischen Umweltorganisationen und dem Unternehmenssektor hat sich allmählich in Richtung Zusammenarbeit bewegt und zu einer ganzen Reihe „grüner Allianzen“ geführt. In diesem Beitrag konzentrieren wir uns auf die Strategien, mittels derer Umweltorganisationen eine Zusammenarbeit mit privaten Unternehmen anstreben. Im einzelnen untersuchen wir, ob die Ökophilosophie einer Umweltorganisation — d. h. eine Reihe von Werten, Einstellungen und Überzeugungen hinsichtlich der natürlichen Umwelt — die Wahl der kollaborativen Strategien beeinflusst. Zur Beantwortung dieser Frage führten wir Fallstudien zu zwei Umweltorganisationen mit einer diversen Ökophilosophie durch, nämlich Greenpeace und WWF. Dabei deckten wir ein breites Spektrum kollaborativer Strategien ab, unter gleichzeitiger Berücksichtigung kontextabhängiger Faktoren, die möglicherweise Einfluss auf die Strategiewahl nehmen. Basierend auf unseren Ergebnissen behaupten wir, dass die Ökophilosophie die Wahl der kollaborativen Strategien bestimmt und zugleich die Perspektive darstellt, aus der die Umweltorganisationen ihren operativen Kontext verstehen. Abschließend diskutieren wir die Implikationen unserer Ergebnisse und schlagen Richtungen für zukünftige Forschungen zur Kollaboration zwischen Umweltschützern und Unternehmen vor.

Resumen

La relación entre las organizaciones medioambientales y el sector empresarial se ha desplazado gradualmente hacia el extremo de la colaboración, dando lugar a un amplio espectro de “alianzas verdes”. En el presente documento, nos centramos en las estrategias mediante las cuales las organizaciones medioambientales tratan de colaborar con las empresas privadas. En particular, exploramos si la ecofilosofía de una organización medioambiental - es decir, un conjunto de valores, actitudes y creencias sobre el entorno natural - influye en la selección de estrategias de colaboración. Para abordar esta cuestión, realizamos dos estudios de casos de organizaciones medioambientales con una ecofilosofía variada - a saber, Greenpeace y WWF. En ambos casos, cubrimos un amplio espectro de estrategias de colaboración tomando en cuenta, al mismo tiempo, factores contextuales con una posible influencia en la selección de estrategias. Basándonos en nuestros hallazgos, argumentamos que la ecofilosofía impulsa la selección de estrategias de colaboración y proporciona, al mismo tiempo, las lentes a través de las cuales las organizaciones medioambientales dan sentido a su contexto operativo. Concluimos tratando las implicaciones de nuestros hallazgos y sugiriendo direcciones para la futura investigación sobre la colaboración empresa-ecologistas.

摘要

环境组织与企业之间的关系已逐渐转向合作方向,这就产生了各种各样的“绿色联盟”。本文关注环境组织在寻求与私营企业合作时所采取的策略。我们特别对以下问题进行了探究:环境组织的生态理念——即一系列关于自然环境的价值、态度、信仰——是否对其选择合作策略有所影响。为此,我们对两个具有不同生态理念的环境组织(即绿色和平与世界野生动物基金)进行了案例分析。该等案例分析涵盖了多种合作策略,同时还考虑了可能影响策略选择的环境背景因素。根据研究结果,我们认为生态理念驱动了合作策略的选择,同时还影响了环保组织对其运营环境背景的理解。最后,我们讨论了本研究结果的意义,还为未来关于环保组织与企业界合作的研究方向提出了建议。

ملخص

تحولت العلاقة بين المنظمات البيئية وقطاع الشركات تدريجيا˝ نحو النهاية المتعاونة ، مما أدى إلى مجموعة واسعة من “ تحالفات خضراء” في هذا البحث ، نحن نركز على إستراتيجيات حيث تسعى المنظمات البيئية في التعاون مع شركات القطاع الخاص .على وجه الخصوص ، نحن نفحص إذا كان توحيد الفلسفة وعلم البيئة لمنظمة بيئية – على سبيل المثال٬ مجموعة من القيم والمواقف والمعتقدات حول البيئة الطبيعية- عامل مؤثرعلى إختيارالإستراتيجيات التعاونية. لمعالجة هذه المسألة ، أجرينا دراسات لإثنين من حالات المنظمات البيئية مع توحيد الفلسفة وعلم البيئة بطرق متعددة- أي منظمات بيئية (Greenpeace) والتمويل العالمي للطبيعة (WWF). في الحالات، غطينا مجموعة واسعة من إستراتيجيات تعاونية مع الأخذ في الإعتبار أيضا˝ عوامل سياقية مع التأثير المحتمل على إختيار الإستراتيجية. بناءا˝ على النتائج التي توصلنا إليها ، فإننا نقول إن توحيد الفلسفة وعلم البيئة يدفع إختيارالإستراتيجيات التعاونية ، في الوقت نفسه يوفر العدسات التي من خلالها المنظمات البيئية تفهم سياق التشغيل الخاص بهم . نختتم من خلال مناقشة الآثار المترتبة على النتائج التي توصلنا إليها وبإقتراح إتجاهات للبحث في المستقبل في تعاون المناصر لحماية البيئة- الأعمال التجارية.

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Notes

  1. This typology builds on—and integrates—previous classifications of collaborative strategies (Austin 2000; Harris 1992; Mendleson and Polonsky 1995; Stafford and Hartman 1998; Westley and Vredenburg 1991).

  2. For further information, see FSC Forest Stewardship Council (https://ic.fsc.org/) and SFI Sustainable Forestry Initiative (http://www.sfiprogram.org/).

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Acknowledgments

The authors acknowledge the input of members of Greenpeace and WWF.

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Correspondence to Alice Comi.

Appendix

Appendix

See Table 3.

Table 3 Case studies’ multiple sources of evidence

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Comi, A., Lurati, F. & Zamparini, A. Green Alliances: How Does Ecophilosophy Shape the Strategies of Environmental Organizations?. Voluntas 26, 1288–1313 (2015). https://doi.org/10.1007/s11266-014-9478-6

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