Between Social Movement and Business Undertaking: A Case Study of “Green” IT Strategy Formation

• In Event: So Far, So Good, Part 1: Organizational Communication Research Escalator

Abstract

The larger trends and politics of a society are reflected in many organizational phenomena, creating social movements inside of organizations. This study takes up a new movement for environmental responsibility, green IT, as a semi business semi social movement. It illustrate this through a case study with HTA – a first mover IT organization, by examining why and how HTA adopted green IT as a semi business strategy by responding to both the sustainability movement and the emerging green IT industry need. The research discovered a unique story of green IT strategy formation at HTA. Its strategy formation resembles a social movement-like mobilization process, which emphasizes grassroots pattern of organizing and the role of personal values and involvement. Understanding strategy development of green IT as a semi social movement process provides us a wider lens to understand the fuller picture of postmodern business movement such as green IT and organizational development.

Author

• Jingfang Liu, Fudan University, School of Journalism