Environmental strategies as automorphic patterns of behaviour

The article is based on a study of three companies, i.e., Volvo, The Body Shop, and Tarkett, focusing on their development of environmental strategies. Using a drama metaphor, the empirical case indicates in detail how Tarkett has been strategically able to handle increasing environmental demands. The study also demonstrates that Tarkett depends on itself in its relationship with other actors in its organizational field, and that this influences the interplay between the actors. The article concludes that the three studied companies adopted different strategies for managing environmental demands, and that the strategy each used involved a specific sense of “dependency”. The strategies are explained by institutional automorphism, which means that the companies imitate themselves, employing strategies similar to those they have previously used when tackling other changes in their organizational fields.