Premium
Competitiveness through political environmental strategies: The case of Michelin's green tires
Author(s) -
Hanoteau Julien
Publication year - 2009
Publication title -
global business and organizational excellence
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.227
H-Index - 16
eISSN - 1932-2062
pISSN - 1932-2054
DOI - 10.1002/joe.20296
Subject(s) - politics , business , natural resource economics , economics , political science , law
There is a debate as to whether green firms may become economically more competitive, as well. The answer appears circumstantial, depending on the abilities of these firms to implement and benefit from environmental competitive strategies such as environmental differentiation or eco‐efficiency. This article discusses corporate political strategies, targeting environmental regulations, as another source of competitiveness. Based on the case of Michelin's green tires, we characterize this strategy and its conduct, and analyze the conditions for its success. We show that it was the necessary complement to the environmental differentiation strategy developed and implemented by Michelin since the early 1990s. © 2009 Wiley Periodicals, Inc.