ABSTRACT
In the early 1900s, the Shell Transport and Trading Company made huge profits, but there was one bottleneck; the kerosene that was used as fuel for their tankers came from Russia. Most people know Shell from its fuel-related products, however, Shell also is responsible for a wider and more diverse product range. Products are related to fuels, lubricants for engines and other machinery, biofuels, natural gas and chemicals. The oil and petroleum industry has to deal a lot with NGOs that care about the environment, since there are environmental disasters associated with this industry. Since Shell is a player in the industry, it can expect to be confronted with the tactics imposed by the NGOs. Results from Shell's sustainability report show that Shell has gone through a change concerning the way they handle institutional pressures (from e.g. NGOs and media) in its nonmarket environment.
