Corporate strategy and the environment: towards a four-dimensional compatibility model for fostering green management decisions

This article aims to draw on the contingency theory to develop a conceptual model of compatibility between corporate environmental responsibility and business strategy that reflects heterogeneity in this relationship. Four dimensions of compatibility are explored: trade-off, ambidexterity, synergy and symbiosis.

The intended contribution is essentially conceptual. A company case study is included to contribute to the development of the four dimensions of compatibility and support the practical relevance of the model. Twelve in-depth interviews with six managers in different functions of the company were conducted. A grounded theory approach was used to identify and express the patterns of compatibility that emerge from the qualitative data and how these patterns are grounded in managers’ meaning-in-use.

The contribution of the compatibility framework is essentially made to the literature on environmental strategy management, evolved from an implicit and, at most, two-dimensional (win–win and win–lose) conceptualisation of the relationship between green and business strategy into an explicit and multi-dimensionally grounded identification of processes and strategic challenges of corporate environmental and social responsibility. The resulting model contributes to a better understanding of corporate greening as a strategic and moral concern to individuals acting on behalf of business organisations and a greater understanding of the linkages between green and business strategies and operations.

By clarifying the construct of corporate environmental sustainability and providing useful directions for theory and practice, this research claims to inform green management decision-making. While the compatibility model is not intended to explain all pathways by which firms may elicit contingencies of relevance to environmental and social responsibility, it is suggested that the model paints a more complete and contextualized picture of environmental management mechanisms in business.