A Contingent Resource-Based View of Proactive Corporate Environmental Strategy


We integrate perspectives from the literature on contingency, dynamic capabilities, and the natural resource-based view of the firm to propose how dimensions of the general competitive environment of a business will influence the development of a dynamic, proactive corporate strategy for managing the business-natural environ-ment interface. We also explain how certain characteristics of the general business environment-uncertainty, complexity, and munificence-moderate the relationship between the dynamic capability of a proactive environmental strategy and competi-tive advantage. We conclude with a discussion of implications for research and practice.

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