| Abstract: | This paper examines the potential contributions of institutional theory and the collective strategies framework to assist managers in emerging industries in developing better means of addressing societal concerns. Lack of understanding and difficulties in communication between companies in the forefront of new technology developments and a society that is concerned about the environment have led to many of the problems facing the biotechnology industry. Measures intended to protect the environment from potential adverse effects have frequently restricted activities in the new biotechnology field, even though scientists are themselves convinced of the safety and control they exert over their new technologies. Collective strategies can be instrumental in stabilising certain aspects of the environment. Proper selection of issues and coordinated action can be helpful to all industry participants by informing public perceptions and government regulations and help insure that major environmental trends will evolve in a manner beneficial to all concerned. |
