Action,knowledge and business–environment research: a case for grounded constitutive process theories and a sense of audience

Reflection upon the business–environment literature reveals a difficult transition from early concerns with raising awareness, to current interest in meeting the shortfall in knowledge that many recognize as a barrier to improving environmental performance. From its standpoint of ‘research as reflective conversation’, this paper suggests how research contributions can be framed to provide knowledge with which to address this shortfall. In particular, a case is presented for ‘constitutive process theories’: rich but concise stories of situated action from which others can draw lessons. The paper demonstrates how constitutive process theories can illuminate key aspects of the context, content and process of environmental initiatives. Criteria are identified for assuring rigour and relevance for theories developed in this genre. For instance, individuals involved in a particular initiative must recognize their story in its summary. Also, the theory should include meaningful cues for a wider practitioner audience. These points are illustrated in a constitutive process theory of how a multi‐agency network formed in response to concerns about air quality, transport and public health. Reflecting on lessons learned, the paper argues that the ability to be guided, but not limited, by an acute ‘sense of audience’ is a critical skill for researchers seeking to provide knowledge for action. Copyright © 2000 John Wiley & Sons, Ltd and ERP Environment