Environmental proactivity. The case of spanish listed hotel chains

Abstract

The social responsibility and the environmental care are becoming more important in the last decade. The enterprise is a social entity which is related with many primary and secondary agents where the enterprise´s objectives would not be just economic but also social and environmental. This paper has a goal, to analyze the environmental proactivity of the companies in the sample, specifically two hotel chains trade on the stock market. The methodology used is the study of cases (Yin, 1989). The study of strategic plans, corporate responsibility memories as well as interviews and surveys shows which have to be the environmental targets for every chain hotel concerned about their activity in the environment, and of course the society.