California Management Review

Abstract

How can a firm most effectively pursue environmental sustainability? This article employs a systems dynamics approach to analyze two strategic environmental sustainability initiatives implemented by Norm Thompson Outfitters. Such an analysis provides a way to identify the key variables and their relationships, the roles of key stakeholders, and the leverage points used to support the sustainability initiatives. The experience of Norm Thompson demonstrates how using systems dynamics can assist a company in identifying and implementing environmental sustainability initiatives.

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