ISM AND ISEG MBA - Développement durable

the company would be called to deal with, and that such policy is necessary whatever the
managerial strategy adopted. This phenomenon is very well shown in the following figure 12 :
The author shows that companies are obliged to communicate with the authorities (because of the
standards in effect), with other companies (competitors or partners), and with consumers (to
initiate purchase).
Nevertheless communication seems to have limits because the different actors remain suspicious
as to the sincerity of companies in the realm of environmental protection. This is borne out by an
internet survey which found that only 30% of respondents have confidence in the promise given
by companies in respect of their environmental protection responsibilities.
12 Holliday, C. O., Schmidheiny, S. & Watts, P. (2002, August). In Greenleaf Publishing (Ed.), Walking the talk.
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