An Evolutionary Approach to Business Strategies and the Natural Environment
Chapter 6: The Coffee PCS
The preceding chapters contain building blocks of the theoretical framework that enable an analysis of the strategic perspectives of firms in the context of resource networks and organizational fields that make up a PCS. So far, concepts have been illustrated by examples drawn from a diverse selection of firms, industries and countries. But the value of the framework lies in its comprehensive application to larger segments of production and consumption systems. To underpin this claim, this chapter and the next contain two larger case studies in which the connection between the strategic perspectives of firms and the context in which they take shape are analysed. These cases also provide insights that will be used in Chapter 8 to complete the theoretical framework by specifying the mechanisms that operate at the level of the PCS. The two cases are the coffee and automobile PCS. While each of them is unique in many ways they share a few important characteristics that led me to choose them. First, the ecological impact of the production and consumption of both coffee and automobiles has been a topic of discussion among scientists, policy makers and practitioners. This led to a lot of published material that provided a basis for case development. Second, in several countries ecological impact has in recent years become a competitive issue for the firms that sell coffee and automobiles to end consumers. Given the ongoing discussion about the extent to which ecological impact can be reduced through markets and competitive selection this...
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