ENVIRONMENTAL-MANAGEMENT - THE CONSTRUCT AND RESEARCH PROPOSITIONS

The environmental management perspective assumes that marketing strategies can be used to control, manage, or change the context within which organizations operate. This article considers the factors underlying differences in the extent to which organizations are proactive in managing their environments. Literatures relating to the environmental determinism and strategic choice perspectives are reviewed, and a model delineating the major factors explaining differences among organizations in their level of environmental management is presented. Several propositions relating these factors to environmental management are developed and discussed.