THE GREEN STRATEGY : INDUSTRY PERCEPTIONS AND PERSPECTIVES AS A NEW MARKET-DRIVEN BUSINESS FOCUS FOR GAINING COMPETITIVE ADVANTAGE.

Abstract: All businesses no matter how benign or smart their operations are create some level of environmental harm. These impacts can be minimized or controlled by a adopting a well articulated firm-level green strategy. The need to green should not just be to address companywide environmental challenge but also a proactive strategy to stay on the right side of the regulation and for profitability. Many factors drive a company to pursue green initiatives but whatever it is that motivate an organization, it also possible that a company can enjoy a sustained competitive advantage through greening. This study examined the green strategies organizations can use to derive competitive advantage. A multiple case study approach based on intensive field survey was used. The field survey was carried out in 2010. A total of 268 respondents drawn from ten companies were selected for the purposes of the survey. These companies operate in different sectors of the economy: 3, from the oil/gas; 3, from the manufacturing; 2, from banking/insurance; 1, from hospitality/tourism and 1, from the telecom. A questionnaire survey (see Appendix A) containing thirty-six (38) questions was sent out to the companies. The data gathered through the questionnaires was analyzed using the statistical functions of Microsoft Excel. Result obtained confirmed that companies‘ activities cause environmental burden and their impacts can be responsibly controlled using firm-level green strategies. Companies can also derive other benefits from going green. Ultimately a company can achieve sustained green competitive advantage in the long run.