When Oil and Wind Turbine Companies Make Green Sense Together

Lise Backer

Research output: Working paperResearch

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In this article I contribute to descriptive green business research on how processes of eco-effective greening business unfold in the practical reality. I look into the case of the increasing interaction between the multinational oil company Shell and the world's largest wind turbine company Vestas. I draw on descriptive organisational sense-making theory and analyse to this end Shell and Vestas' shared green sense-making on off-shore wind energy business. The article concludes that greening companies such as Shell - that are not born green - might be considerably advanced, if these companies strengthen their relationships with companies such as Vestas - that are born green. This is so, since companies that are born green have strong green ecocentric business beliefs that can function as important engines in shared green sense-making with companies that are not born green and have more hesitant green beliefs.
Original languageEnglish
Place of PublicationFrederiksberg
PublisherCopenhagen Business School [wp]
Number of pages24
Publication statusPublished - 2007

Bibliographical note

Submitted to the 2007 Annual Meeting of the Academy of Management


  • Sustainable business
  • Sense-making
  • Climate change
  • Oil and wind turbine companies

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