Abstract

LATORRE CARRILLO, Luisa Fernanda; PULIDO HERNANDEZ, Andrés Camilo  and  MORENO MANTILLA, Carlos Eduardo. How does a medium-sized enterprise shape an environmental strategy: a case study in two companies from Bogotá, Colombia. Rev. esc.adm.neg [online]. 2015, n.78, pp.56-73. ISSN 0120-8160.

This research study is based on Mintzberg's theories (emerging and deliberate strategies) as well as on Strategy as Practice. These theories are contrasted with the study outcomes of a multiple descriptive case done in two PyMES which are part of an Environmental Management Program of the Local Environmental Office of Bogota. This Case Study involved a service company and a production company which applied participative observation and a semi- structure interview as methods used to collect data. The authors accompanied both companies in the process of designing a strategic environmental plan, collecting information which revealed that the applied strategies were deliberate, led by middle manage-ment and arose as an answer to pressures exerted by the most stakeholders for the company. The results of this study showed the applicability of these conceptual frameworks to Colombian contexts and represented an important support to the study of environmental strategies in such contexts.

Keywords : Environmental strategy; Deliberate strategy; Emerging strategy; Strategy as Practice; PyMES.

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