Environmental Management Activities-00-6345


Their role would consist of finding and capturing business opportunities as if the environment mattered. Some organizational processes may be taken as examples of this new view of business as ecobusiness: the Ecomagination initiative at GE, the transformational change toward sustainability at Du Pont (Hart, 2005) and the recognition of the holistic interdependence between the social, economic and environmental spheres of life (Diamond, 2005; Schaefer, 2004; Prahalad, 2005) provide a window on how businesses may want to reposition themselves to balance and integrate differing stakeholder needs. As Cairncross (1995) discovered, organizations are often surprised with the financial gains resulting from environmental management activities, which may also lead to the development of valuable organizational capabilities (Sharma and Vredenburg, 1998).

The leading role of corporations such as GE and DuPont may contribute to a better understanding of the environment as a source of potential and unsought discoveries a source of green ocean strategies, to play with the notion coined by Kim and Mauborgne (2005). Ecocentrism, in this perspective, would incorporate business and would make of business a force for good, a trigger of environmental integrity, social equity and economic prosperity (Gladwin et al., 1995; Ghoshal and Moran, 2005). Business and the environment are not opposing forces and the notion of ecocentric management may have a crucial role to play in the transformation of the relationship between firms and the natural environment. The major challenge would thus consist of developing a new synthesis between the poles that were previously perceived as thesis and antithesis: business and the environment.

Many of the obstacles to the pioneering notion of ecocentric management still seem insurmountable but some progress is noticeable (Bansal, 2006). Table 2 reflects in a systemic way the tension between the forces that favor and impede an ecocentric logic. The table is structured around opportunities and obstacles at the organizational and societal levels.
Some forces at the societal and organizational levels converge as opportunities to a gradual emergence of an ecocentric mindset. This convergence creates what we have labeled a zone of opportunity. Some ecobusiness sectors are witnessing an unprecedented interest from major corporations, and companies are increasingly aware of a set of new managerial techniques with an environmental component.

These include, but are not limited to, cradle to cradle (McDonough and Braungart, 2002), biomimicry (Benyus, 1997), the triple bottom line (Elkington, 1998) and other approaches presented as part of a new sustainable management approach, including a number of standards that facilitate the adoption of environmental management practices (Tschopp, 2005; Oskarsson and von Malmborg, 2005). These forces of opportunity are perceived as being mutually beneficial, even if sometimes received with skepticism (i.e. perceived as greenwashing’).

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