Differentiating green practices and green strategies
Interviews conducted in large firm’s yielded information about how they approached green practices. The green efforts and their business impacts were asked. In the analysis, it was attempted to separate the practices and strategies were separated. This helped in the understanding if they undertook “necessary but not sufficient” green practices or whether they employed a green strategic approach. Green practices resulted in short run benefits while a strategic focus created differentiation in the long run. The five study firms can thus be classified in a grid as below.