‘Greenjacking’–A tactic for the toolbag of environmental champions? Reflections on an SME success story
✍ Scribed by E. E. (Liz) Walley; Mark Stubbs
- Publisher
- John Wiley and Sons
- Year
- 1999
- Weight
- 166 KB
- Volume
- 6
- Category
- Article
- ISSN
- 0968-9427
No coin nor oath required. For personal study only.
✦ Synopsis
This paper examines the role of environmental champions in organizational greening using a framework designed to stimulate reflection upon the context, process and content of greening initiatives. By using this C -P -C framework to map a particular SME greening success story, the paper identifies 'networking', 'sense of audience' and 'agenda translation' as significant aspects of the environmental champion's tactics in the greening process. In particular, the case study highlights the opportunity for 'greenjacking' -that is, highjacking another agenda (here a quality/IT agenda), giving it a 'green spin' and interpreting/promoting other gains as environmental gains to build a feeling that progress is achievable. Inspired by this case study and drawing on analogies with champions in HR and other literatures, the paper contemplates different images and multiple roles for environmental champions, which deserve exploration in the development of a toolbag of greening tactics.