MULTINATIONALS, NGOs AND REGULATION: GREENPEACE AND THE GLOBAL PHASE-OUT OF CHLORINE BLEACHING

Abstract

Empirical evidence from the past decade confirms that multinationals increasingly see the environment as a strategic issue, whether in terms of limiting damage to the bottom line from adverse publicity, or actually gaining in the marketplace by pioneering more environmentally conscious solutions. During the same period, NGOs have become a visible part of the political process, in influencing the environmental strategies of multinationals through direct action, as well as by forming broader coalitions aimed at influencing the agenda at multilateral institutions such as the WTO and the OECD regarding environmental concerns and the behavior of multinationals. This chapter explores the importance of different environmental drivers on the behavior of firms in the pulp and paper industry, with particular focus on the role of Greenpeace in changing industry practices. We discuss the extent to which the paper industry might be a special case in this respect, and conclude by assessing the implications for public policy.

Citation

Lundan, S.M. (2003), "MULTINATIONALS, NGOs AND REGULATION: GREENPEACE AND THE GLOBAL PHASE-OUT OF CHLORINE BLEACHING", Lundan, S.M. (Ed.) Multinationals, Environment and Global Competition (Research in Global Strategic Management, Vol. 9), Emerald Group Publishing Limited, Leeds, pp. 147-170. https://doi.org/10.1016/S1064-4857(03)09007-7