Environmental NGO-business collaboration and strategic bridging: a case analysis of the Greenpeace-Foron Alliance
研究了环境NGO如何通过战略桥梁能力支持企业环境创业，以绿色和平与福龙家电在德国推广环保冰箱的联盟为例，分析了合作过程与结果。
Environmental NGO–business collaborative partnerships, commonly called green alliances, are encouraging corporate enviropreneurship, entrepreneurial innovations that address environmental problems and result in operational efficiencies, new technologies and marketable ‘green’ products. Aside from offering environmental, scientific and legal expertise, environmental NGOs can provide linkages to other societal stakeholders, referred to as strategic bridges, to support enviropreneurial initiatives. This article focuses on the linkage capabilities of environmental NGOs by developing an extended strategic bridging framework that articulates necessary process contingencies and engagement strategies for building effective bridges with environmental stakeholders. Propositions are advanced and tested in an analysis of the alliance between Greenpeace and Foron Household Appliances in Germany during 1992–93 for the marketing of an environmentally responsible refrigerator. Stakeholder characteristics and partnership outcomes reveal managerial implications and conceptual extensions of strategic bridging in green alliances, and future research directions are discussed. Copyright © 2000 John Wiley & Sons, Ltd and ERP Environment