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- W3131101748 abstract "Five years ago, in 2015, the Sustainable Development Goals were adopted. The United Nations created seventeen goals that focus on the three areas of sustainability; the global economy, the world’s physical environment and the global society (Sachs, 2015). The goals are to be reached by 2030. To achieve this, the multinational business should contribute to sustainable development. However, what determines the manner in which these businesses decide to contribute? This study analyses twenty-five FMCG firms on whether and how corporate identity influences their sustainability strategy. The four strategies by Baumgartner and Ebner (2010) are used as a measure. Basu & Palazzo (2008) found that identity is one of the factors that determines CSR character, and this study aims to see if this is also the case for sustainability character. Sustainability and CSR do not originate from the same study, as CSR is grounded in ethics and sustainability in science (Bansal & Chong, 2016). If the two concepts prove to be interchangeable, many more sources are available for future sustainability research. To succeed in this, first identity is determined by coding firm’s reports. Initially Brickson’s (2007) framework of three corporate identities is used, however, a fourth identity showed from the analysis; the hybrid identity. The next step is coding the same reports on sustainability strategy. This is decided by looking which SDGs the firm addresses and how. The findings show that corporate identity is an influence on sustainability strategy, however, there is a clearer link between certain SDGs and strategy or identity than between the two concepts themselves. Basu and Palazzo’s (2008) incorporated two other dimension in their framework, the conative and linguistic dimension, that also influence CSR character. These two dimensions should be incorporated and future research is needed to conclude that sustainability and CSR character are interchangeable in this model." @default.
- W3131101748 created "2021-03-01" @default.
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- W3131101748 date "2020-01-01" @default.
- W3131101748 modified "2023-09-27" @default.
- W3131101748 title "Corporate identity as a driving force behind sustainable development strategies in the fmcg industry: A qualitative research on sustainable behaviour of multinationals in the FMCG industry" @default.
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