Corporate Social Responsibity

One of the stakeholders of Greenpeace is Foron. There are a number of important bridging outcomes with regard to the Greenpeace-Foron alliance. Greenpeace allied with Foron to demonstrate Greenfreeze's viability. Greenpeace seized opportunities and built stakeholder linkages which ultimately led to industry adoption of the technology. The Greenfreeze campaign was Greenpeace's first experience with corporate collaboration and a market-based approach to advance its environmental protection, and it demonstrated that such initiatives warrant overt stakeholder. Foron adopted the ozone-safe technology and this becomes its competitive advantage. Greenpeace is responsible for bringing victory to the environment but not the struggling marketer. And Greenpeace is responsible to Foron. Greenpeace should assist the ailing firm technologically. It should defend Foron from government and competitive threats. And, it should coerce industry adoption of Greenfreeze.

Firstly, Greenpeace should have internal support for bridging activities. Environmentalist collaborate business is a controversial phenomenon within the environmental community. The Greenfreeze campaign requiring Greenpeace to work on behalf of Foron was politically risky. Group leaders issued numerous statements to educate the public, the environmental community, and presumably its own membership about its new corporate eco-strategies. In the Greenfreeze campaign, Greenpeace promoted the environmental refrigerator initially to its own members and hence, Greenpeace was able to secure broad support for its activities with Foron amongst both its own group and the environmental community.

Secondly, there is the problem domain articulation among bridged external stakeholders. Greenpeace should articulate a message for replacing CFCs and HFCs to three other key stakeholders including the scientific community, the media and the public. This is to win their support and can ignite a chain reaction among other...