Are Non-Profits Better at Adopting a Transnational Strategy Than For-Profits? How Environments Affect the Way Greenpeace Fights Genetically-Modified Organisms in Europe and the United States

  • Stephen R. Luxmore Saunders College of Business, Rochester Institute of Technology
  • Clyde Eirikur Hull Saunders College of Business, Rochester Institute of Technology
Keywords: Institutional theory, European Union, United States, Non-governmental organization, Greenpeace

Abstract

We applied institutional theory to examine the effect of differences in institutional pressures on strategic decisions of a non-profit non-governmental organization, Greenpeace, in its fight to stop the use of genetically-modified organisms. The effects of differences in institutional pressures were examined through examining differences between the United States and the European Union as well as between two European nations, France and Spain, in Greenpeace’s strategy. We suggested that formal and informal institutional pressures influence strategic decision-making in Greenpeace’s independent national units. We proposed that the US differs from the EU in both formal and informal institutional environments, Spain and France differ in the informal dimension, and these differences are reflected in Greenpeace’s strategies. We also argued that Greenpeace exemplifies the successful use of a transnational strategy and discussed that non-profits may be better able to adopt a transnational strategy than do for-profits. To cite this document: Stephen R. Luxmore and Clyde Eirikur Hull, "Are Non-Profits Better at Adopting a Transnational Strategy Than For-Profits? How Environments Affect the Way Greenpeace Fights Genetically-Modified Organisms in Europe and the United States", Contemporary Management Research, Vol.14, No.3, pp. 225-252, 2018. Permanent link to this document: http://dx.doi.org/10.7903/cmr.17889

Author Biographies

Stephen R. Luxmore, Saunders College of Business, Rochester Institute of Technology
Dr. Luxmore is a member of the Management, International Business, and Entrepreneurship Department of the Saunders College of Business, Rochester Institute of Technology, where he teaches and does research in the areas of strategy, international business, and their overlap.
Clyde Eirikur Hull, Saunders College of Business, Rochester Institute of Technology
Clyde Eirikur Hull holds the rank of Professor in the Department of Management, International Business, and Entrepreneurship in the Saunders College of Business at RIT. He has published in Strategic Management Journal, Journal of Management Studies, and Journal of Product Innovation Management, among others.
Published
2018-09-08
Section
Strategy