ABSTRACT
This chapter proposes that understanding, encouraging and managing the indirect relationships created by environmental groups can build 'strategic bridges' between the marketer and other stakeholders for corporate benefit. In green alliances, environmentalists assist marketers directly, by providing expertise and technology, and indirectly, by influencing and brokering corporate relationships with other stakeholders to support the firm's overall green marketing programmes. The chapter describes how marketers can use green alliances to establish strategic bridges to relevant stakeholders and bolster green marketing strategy. Green alliances, such as the collaborative Foron–Greenpeace partnership, are catalysts of enviropreneurship. Stakeholder collaboration is part of a new trend in environmental problem-solving that has unfolded in the 1990s. Freeman's stakeholder management process is extended to strategic bridging to uncover relevant stake-holders and critical 'gaps' between stakeholder and marketer interests that must be bridged for the attainment of enviropreneurial objectives.
