ABSTRACT
This chapter illustrates the fragility of eco-modernism – shifting business towards some state that might be called greener. The fragility lies in the ways different actors within business organisations take and value environmental rhetorics and actions, and in the complexity of competing interests and parties that define the wider world of influences on business. Business organisations operate within a terrain where modernism, instrumentalism and capitalism are the constituents of business identity. Instead of generating an image of the green organisation in advance, one might have to acknowledge a more heterogeneous set of business practices deriving from multiple sources of environmental motivation. Framed by rapidly changing social, regulatory and economic contexts, and shaped by an unavoidable negotiative relationship with other businesses, green organisations may follow different pathways of environmental innovation. In this sense, the 'mythical' green organisation may conceal more than it reveals.
