Global Warming: Should Companies Adopt a Proactive Strategy?

Many managers are at a loss concerning the strategy they should to adopt to deal with global warming and the requirements enforced by the Kyoto Protocol. This article proposes a global approach to anticipate the possible impacts of global warming on organisations and to explore policies and measures that managers can implement to cope with this issue. The frame analysis proposed sheds light on the relevance of proactive or more wait-and-see responses to global warming while stressing the importance of promoting environmental intelligence and other preliminary measures before deciding what strategy to adopt. The article also calls into question monolithic and static views of climate change strategies and illustrates, through examples, the actions that managers can take to put the Kyoto Protocol on their agendas.