The purpose of this paper is to analyse the environmental strategic positioning adopted by a sample of large companies operating in Portugal and to identify the main factors which may have significant influence on the adoption of an environmental proactive strategy by a firm.
The data were collected by sending a postal questionnaire. The paper considers three firm‐specific characteristics which can be associated with the adoption of an environmental proactive positioning: size; industry membership; and type of control of the company's capital.
The results indicate that there is a positive association between the existence in companies of an environmental department or division and the adoption of an environmental proactive positioning by these companies. However, there is not a significant relationship between adoption of an environmental proactive positioning and three firm‐specific characteristics (industry membership, type of control of company's capital and size).
The sample only focuses on large firms operating in Portugal which belong to environmentally sensitive industries. In consequence, the conclusions cannot be extrapolated to all the Portuguese market. With regard to the method used to gather the data, the authors are aware that questionnaires have some limitations related to subjective interpretation of answers.
The paper adds to the international data on environmental strategic positioning by providing what may well be a first glance into Portuguese situations for English‐language speakers.
