Going Green Together

At a time when 'going green' is at the top of the agenda of many organizations one of the most critical success factors of strategy implementation escapes the notice of many business professionals: the alignment of employees with the green strategy.

As employees are considered the linchpin of organizations' strategic operational success, Going Green Together illustrates how to align employees with green strategies to facilitate a flawless realization of organizations' environmental goals. From his experiences in the utility sector, Frank Roettgers indicates where the differences lie between general strategy alignment and the alignment with green strategies. The dissertation explains how organizations are able to increase the number of strategically aligned employees, embed green thinking in daily routines, and induce a more action-related behavior towards the implementation of green strategies. Elaborating on aspects such as company culture, communication methods, leadership style, and incentives, this research project illustrates how organizations are able to cultivate a green framework, align their employees, and thereby lay the foundation for a sustainable competitive advantage.