Exploring Green Alliances

Journal of Marketing Management, Vol. 14, No. 6, pp. 559-579, 1998

Posted: 15 Sep 2010

See all articles by Andrew Crane

Andrew Crane

University of Bath - School of Management

Date Written: July 1, 1998


This paper examines the phenomenon of "green alliances" between businesses and their suppliers, competitors and other stakeholders. The concept of a "green alliance" is explored as a form of green marketing strategy and different types of alliance are set out. Drawing on stakeholder theory and the networks model of industrial markets, critical environmental interdependencies between organizations are identified and examined. An exploratory case study covering a range of such interdependencies is reported, with issues of alliance motives, and of inter- and intra-organizational relationships and cultures examined in considerable detail. Issues identified as critical to the alliance process include the congruity of bonds between various alliance actors, resources and activities, and the cultural mediation between diverse stakeholder factions. The implications of these findings for environmental change and for green marketing management are discussed.

Suggested Citation

Crane, Andrew, Exploring Green Alliances (July 1, 1998). Journal of Marketing Management, Vol. 14, No. 6, pp. 559-579, 1998. Available at SSRN: https://ssrn.com/abstract=1677494

Andrew Crane (Contact Author)

University of Bath - School of Management ( email )

Claverton Down
Bath, BA2 7AY
United Kingdom

HOME PAGE: http://www.bath.ac.uk/management/faculty/andrew-crane.html

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