Welcome to the InfoSci Platform
Reference Hub1
The Business of Advocacy: A Case Study of Greenpeace

The Business of Advocacy: A Case Study of Greenpeace

Kiru Pillay, Manoj Maharaj
Copyright: © 2017 |Pages: 17
ISBN13: 9781522505594|ISBN10: 1522505598|EISBN13: 9781522505600
DOI: 10.4018/978-1-5225-0559-4.ch004
Cite Chapter Cite Chapter

MLA

Pillay, Kiru, and Manoj Maharaj. "The Business of Advocacy: A Case Study of Greenpeace." Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity, edited by Vladlena Benson, et al., IGI Global, 2017, pp. 59-75. https://doi.org/10.4018/978-1-5225-0559-4.ch004

APA

Pillay, K. & Maharaj, M. (2017). The Business of Advocacy: A Case Study of Greenpeace. In V. Benson, R. Tuninga, & G. Saridakis (Eds.), Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity (pp. 59-75). IGI Global. https://doi.org/10.4018/978-1-5225-0559-4.ch004

Chicago

Pillay, Kiru, and Manoj Maharaj. "The Business of Advocacy: A Case Study of Greenpeace." In Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity, edited by Vladlena Benson, Ronald Tuninga, and George Saridakis, 59-75. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-0559-4.ch004

Export Reference

Mendeley
Favorite

Abstract

Online advocacy is big business. Online advocacy organisations need to structure themselves along business lines for fund raising, and to strategically utilise their online and traditional resources to achieve their goals. The growing influence of civil society organisations has been fuelled largely by an increase and ubiquity of emerging technologies. There is no evidence of a detailed analysis of social media led advocacy campaigns in the literature. The global environmental justice organisation, Greenpeace is used as a case study. The rise of online social media has provided the organisation with an alternative to traditional mass media. There have been some notable successes for Greenpeace. The most recent of which has been its efforts to halt the drilling for oil in the Arctic. Equally the Greenpeace campaigns have sometimes provoked the public ire, for example in their miscalculation of the fallout over their recent Nazca plains intrusion. It is clear that to attain any level of success the organisation needs to structure itself on sound business principles and strategies.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.