ABSTRACT
This chapter discusses the phenomenon of corporate environmentalism, the process by which business firms integrate environmental concerns into their decision-making process. Conventional approaches to environmentalism have focused on 'green marketing', the implementation of marketing programmes directed at the environmentally conscious market segment. Marketing theory has largely ignored the influence of the biophysical environment in the formulation of strategy. The chapter examines the ways in which environmental concerns can be integrated into the strategic marketing decision process. One of the problems associated with examining the relationship between a business firm and the biophysical environment is the complexity of issues that arise. In an overview of the strategic management process, D. E. Schendel and C. W. Hofer propose four hierarchical levels of strategy. They are enterprise strategy; corporate strategy; business strategy; and functional strategy. The chapter also discusses possible consequences of an environmental strategy and concludes by discussing implications for marketing.
