Title: The power of a vision: a case of climate-neutral operations in maritime shipping

Authors: Åge Svein Gjøsæter; Øyvin Kyvik

Addresses: Western Norway University of Applied Sciences, Bjørnsonsgate 45, N-5528 Haugesund, Norway ' Western Norway University of Applied Sciences, Bjørnsonsgate 45, N-5528 Haugesund, Norway

Abstract: Maritime shipping is facing international requirements for more environmentally-friendly operations. This research explores how a firm's strategic vision for operational sustainability of its fleet is implemented. It studies the case of a Norwegian shipping company that put its vision of a climate-neutral business into practice through integrating a change in operational procedures with an innovative business model which combines a reduction in emissions of detrimental greenhouse gases to sea or air with compensations paid to the Norwegian Rainforest Foundation. The findings show that making the vision a powerful driving force calls for discursive leadership which consciously shapes alignment around the vision as an inspiring higher-order corporate objective. Also it was found that operationalising the vision through ongoing facilitation of the strategy-making process, establishing incentives and concurrently developing a supportive business model in line with social trends are key factors for a positive outcome.

Keywords: strategic vision; environmentally friendly; operational sustainability; innovative business model; emissions reduction; greenhouse gases; Norwegian Rainforest Foundation; management practice; operational procedures; climate-neutral operations; strategising; discursive leadership; practical leadership; maritime shipping.

DOI: 10.1504/IJMP.2017.086903

International Journal of Management Practice, 2017 Vol.10 No.4, pp.361 - 379

Received: 12 May 2016
Accepted: 15 Dec 2016

Published online: 24 Jun 2017 *

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