| Abstract: | In general, a proactive strategy entails an anticipatory approach to problems. It is also associated with taking the initiative and doing more than is strictly needed. The nature of proactivity that businesses may display with respect to the environment is considered and also its meaning in terms of strategic behaviour and technological development. A conceptual framework is developed that differentiates between types of proactive strategies. This framework is based on a study of the paint and coatings industry in Great Britain and the Netherlands and is applicable to both countries. Even though the big international paint companies play a decisive role in the development and introduction of cleaner technologies, it is argued that the small- and medium-sized paint companies deserve special attention. Not only is proactive behaviour by the big companies important, but also proactive strategies by the small- and medium-sized companies, even if they are limited in scope, because the latter determine at national and local levels the pace and nature of the transformation that has to take place to produce a sustainable economy. This process is crucial to ecological modernization if it is intended not only to get rid of old-fashioned ways, but also to create new opportunities for economic upgrading and rejuvenation. |
