September 25 2007 - Research by Jennifer A. Howard-Grenville, a University of Oregon
management professor in the Lundquist College of Business published in Organization Science and in
"Corporate Culture and Environmental Practice: Making Change at a High-Technology Manufacturer" (Edward Elgar
Publishing Inc.) considers the "tug of war" that can occur over innovation and argues that knowledge about past
initiatives and the business culture of a target group are essential when promoting organizational change.
The findings are based on a nine-month study of a major U.S. semiconductor manufacturer (given the
pseudonym Chipco) undertaken while the author was a doctoral student at the Massachusetts Institute of Technology.
Located within a group targeting reduction of the organization's detrimental environmental impact, she observed
interactions with a larger technology-development group, studied core organizational culture and change and conducted
26 interviews with employees who had been involved in previous issue-selling initiatives with varying degrees of
Jennifer Howard-Grenville explained:
"Research in the last 20 years had been based on interviews with successful issue sellers, focusing
solely on what they did right. The studies hadn't given the arguments much context. Failures often were overlooked.
I found that people who are looking to advance issues in an organization can do so by learning from failures of past
efforts and of running up against core organizational culture. If group members learn from earlier experiences,
they'll realize how to better craft their argument and portray an issue so that others in the dominant culture will
understand what's at stake."
"Issue-sellers must understand other people in an organization's various groups, in particular those
being targeted to affect change. The way to get savvy is to build alliances, befriend those who know the culture.
They may not share your passion or interest, but they may be able to help you understand another group's culture and
levels of resistance."
The study found that the environmental group demonstrated a distinctive change in approach in order to
get the attention of the technology-development group and gradually began to influence the design of new processes to
incorporate concerns about environmental impact.
Jennifer Howard-Grenville commented:
"The issue-selling group wasn't successful until its members recognized that they needed to adapt
their arguments to fit the cultural expectations of the technology group by showing and interpreting data in the language of development engineers. Environmental group members demonstrated their confidence by adopting an approach that said: 'You do measurements; we do measurements. Here's our data.' They portrayed their data in the language of the technology group, for example, in terms of equipment efficiency. They didn't just say that we need to pay attention to the environment."
Corporate Culture and Environmental Practice: Making Change at a High-technology Manufacturer (Hardcover)
by Jennifer Howard-Grenville
This innovative book explores from an insider's perspective a company's environmental decisions and actions. Based on close observation at a major semiconductor manufacturer, Jennifer Howard-Grenville details how the company's culture - revealed through its internal practices, decisions, and norms - guided action on environmental issues.
While demonstrating gaps between the mainstream work of the company and the demands placed by environmental considerations, the author's analysis demonstrates how differences were negotiated over time, offering important insights into the processes of change that can advance environmental issues within a company. Her unique viewpoint offers an important addition to current research, which often explains companies' environmental actions solely as responses to external pressures.
Scholars of organizational culture and those at the intersection of business and environmental issues will find this study of great value. The challenges and opportunities surrounding the 'greening' of corporations will also interest members of companies at all levels, as well as consultants and members of non-governmental organizations. The book is written to be accessible and engaging to managers interested in making changes around environmental issues and offers a realistic assessment of the challenges and prospects for such change.
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