Strategy Practices in Mediating Sustainable Micro-Organizational Praxis: The Case of “Green Operations”

This paper explores how a strategic idea to operate offshore service vessels sustainably is mediated into micro-organizational praxis, focusing on strategy practices in strategizing “green operations”, or streams of fuel-saving activities. The effective strategy practices identified are sensitivity for when to launch a strategic idea, extensive promotion of the idea, appealing to financial as well as non-financial values, concretizing of a repertoire of behaviors at the micro-organizational level to realize the stated idea, constituting offshore middle managers as the center of the micro-organizational strategizing web, and corporate facilitation of the strategizing processes. The paper contributes to advancing our knowledge about strategy practices in mediating a strategic idea into micro-organizational praxis and is of particular interest to companies within the shipping industry