Pollution prevention strategy: a study of Indian firms

Strategy that targets pollution prevention shall be the first one among sustainability strategies to be implemented to achieve early cost advantages and mitigate litigation risk. This article aims to isolate pollution prevention strategy (PPS) from other similar sustainability strategies and provides an independent scope of PPS. A questionnaire based survey was conducted among 689 managers of 60 Indian firms known for their orientation towards sustainability. Factorial analysis delivered five factors highlighting the composition of associated variables. Descriptive statistics was used to understand the relative importance of various aspects of PPS and status of implementation of this strategy in Indian firms. The results show that firms are paying higher attention to structured waste management and the priority is early cost advantages hence prefer less investment prone processes modifications. The initiatives are geared mainly due to short term advantages than top management commitment and pro-activeness to comply with environmental regulations. Firms believe in developing expertise and deploying standard practices. It is evident that firms specifically train employees for PPS implantation, but lags in empowerment of employees, resources allocation, cross-functional team formations and rewards for the employees. Also, PPS strategy is implemented as stand-alone strategy and lacks the integration with core corporate strategy. The study adds to existing literature by segregating PPS from other similar strategies like product stewardship and cleaner technology. Tested measure of PPS shall help managers to assess their performance to achieve pollution prevention goals. Further, the paper discusses some important managerial implications.