A Thousand Shades of Green

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UNDERSTANDING THE ENVIRONMENTAL ARENA:GOVERNMENT AND NGOS

Strategy is about people: understanding them and, whenever possible, getting the best out of them; finding common ground and working together. Top managers know this, and increasingly ground their strategies in systematic, fact-based approaches – for example, in marketing research and management development. The environmental arena is new to them, however. It is inhabited by players with whom they are not familiar.¹ When defining the details of their environmental strategies, managers can therefore benefit immensely from understanding government policy-makers and NGOs, both of which are vitally important influences in defining environmental policy and thus the dimensions and development ...