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When Oil and Wind Turbine Companies Make Green Sense Together

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Submitted to the 2007 Annual Meeting of the Academy of Management ; In this article I contribute to descriptive green business research on how processes of eco-effective greening business unfold in the practical reality. I look into the case of the increasing interaction between the multinational oil company Shell and the world’s largest wind turbine company Vestas. I draw on descriptive organisational sense-making theory and analyse to this end Shell and Vestas’ shared green sense-making on off-shore wind energy business. The article concludes that greening companies such as Shell – that are not born green – might be considerably advanced, if these companies strengthen their relationships with companies such as Vestas – that are born green. This is so, since companies that are born green have strong green ecocentric business beliefs that can function as important engines in shared green sense-making with companies that are not born green and have more hesitant green beliefs. KEY WORDS: Sustainable business, sense-making, climate change, oil and wind turbine companies

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Lise Becker

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