Strategic Bridging Within Firm-Environmental Group Alliances: Opportunities and Pitfalls

Firm-environmental group alliances can achieve the objectives of both partners. Environmental groups frequently are able to directly and indirectly assist firms in achieving corporate objectives. The indirect benefits of these alliances are important because environmental groups serve as an essential link or strategic bridge between the firm and its other stakeholders, which frequently could not be reached by firms without the environmental group’s assistance. However, effective strategic bridging relationships need to be carefully managed if they are to achieve the firm’s desired outcomes. This paper discusses the theoretical foundations of bridging. The benefits and pitfalls of strategic bridging are demonstrated through the examination of a case as an example. Some suggestions as to how firms may elicit better bridging outcomes and future research directions also are briefly discussed.