Because horizontal and vertical shifts in governance have reduced the regulatory powers of domestic governments, NGOs have been forced to adapt their domestic action repertoire in order to maximize their effectiveness. I argue that as a result, conventional state targeted lobbies are supplemented by new tactics that directly target corporations. Through a mixture of what activists call naming, shaming and faming NGOs increasingly seek to force companies to higher regulatory standards. I illustrate and analyze these developments through a comparative casestudy of two Dutch NGOs that in the past three years both sought to improve factory farming in the Netherlands – the one using the governmental, the other using the corporate venue. I explore the strategies and tactics and assess the corporate and governmental response to their actions and the effectiveness of these campaigns.
