ABSTRACT
This chapter presents and reviews the main corporate environmental strategy (CES) approaches, and outlines how environmental management has affected corporate strategy. A number of product-based approaches towards CES have been developed, mainly in product markets where environmental image is arguably a factor in the purchasing decision. A variety of factors have put increasing pressure on firms to incorporate environmental protection into business practice, which can be classified into economic and non-economic, with the former generally being of greater significance. The chapter also presents the relatively poor diversity of approaches that have developed to integrate environmental management ideas and activities into organisational realities and to relate these to the marketing function. In reviewing the concept, H. Mintzberg identifies five different definitions of strategy, labelled plan, ploy, pattern, perspective and position. As part of the promotion of planned environmental strategies, specific efforts to develop a system of environmental performance indicators deserve a special place.
