Abstract
"This is part of a case series. The case traces the initiation and development of a successful Business-NGO alliance between ENECO, an energy utility in the Netherlands and WWF. In 2008, ENECO announced a bold new strategy to switch to sustainable energy sources that can be affordable for everyone. Transitioning away from fossil fuels required a long and difficult change journey for Eneco with significant commercial risk. At the same time WWF Climate Savers was exploring a new partnership engagement strategy which involved selecting a firm in a highly polluting industry and working with this company to radically reduce their greenhouse gas emissions, while at the same time promoting this company to consumers as a leader in sustainability. At the end of the case the protagonist, Jeroen Overgoor, Head of Communications at Eneco, reflects on the alliance goals and evaluates the outcomes. He questions whether WNF would want to continue with the alliance and take the partnership into new territory. The case illustrates the evolution of a 'best practice' social alliance over six years and how partnering with an NGO can create competitive advantage. It outlines the processes used to establish and govern the alliance and the challenges of maintaining a strong partnership. The case also illustrates how an NGO can create maximum societal impact by collaborating with for-profit organizations to transform an industry."