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- Title
Competitiveness through political environmental strategies: The case of Michelin's green tires.
- Authors
Hanoteau, Julien
- Abstract
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.
- Subjects
ENVIRONMENTAL regulations; ENVIRONMENTAL policy; ENVIRONMENTAL law; BIBENDUM (Advertising character); POLITICAL participation
- Publication
Global Business & Organizational Excellence, 2009, Vol 29, Issue 1, p32
- ISSN
1932-2054
- Publication type
Article
- DOI
10.1002/joe.20296