Green Strategic Orientation - Types of organisational responses towards eco-sustainability

Based on Gary Veale's (2009) presentation, the followings could be construed as the general responses or strategic orientations of organisations towards eco-sustainability (or in Gary's presentation, towards Sustainable Supply Chain).

Organisation_response_strategies

 

The strategic orientations are: 

 

  1. Non-responsive - organisation not doing anything eventhough they are aware of the eco-sustainability issues and how they contribute towards pollution, emission etc. Most probably they are non-responsive due to no regulatory compliance needed by the government. For example, no carbon trading scheme in place -- or if there is such a scheme, it is not yet made mandatory or not yet passed. Other reason, they simply lack of money and drive to pursue eco-sustainability initiatives. 
  2. Incremental - organisation is doing it step by step .. perhaps by the simplest initiatives such as recycling, printing on double-sided, powering off computers and peripherals, etc. They might have plan to track and monitor their emissions in the bigger picture of eco-sustainability in future.
  3. Strategic - organisation is implementing green initiatives as part of their strategic move - to be the leader in the industry for example in relation to being "green". Or they want to optimize/leverage on green technologies as their competitive advantage over other competing firms. They could also want to enhance their reputation by telling their stakeholders, customers, partners etc about their green image - as to boost their goodwill to the society and the natural environment - as part of their CSR initiatives.
  4. Transformative - organisation is doing this to transform entirely their position in the industry or even their business model .. this could also be strategic move but I presume in the context of differentiating them from the competition -- something like venturing into "blue ocean" strategy .. this is especially also looking for longer terms in the marketplace.