Driving sustainability in emerging markets: The leading role of multinationals

Elg, UlfLund University,Lunds universitet,Marknadsföring,Företagsekonomiska institutionen,Ekonomihögskolan,Marketing,Department of Business Administration,Lund University School of Economics and Management, LUSEM (author)

Driving sustainability in emerging markets : The leading role of multinationals

LIBRIS-ID:oai:DiVA.org:mdh-64181
https://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-64181URI
https://doi.org/10.1016/j.indmarman.2023.08.010DOI
https://lup.lub.lu.se/record/1004ca62-c642-4f7e-8590-785944f8a7f7URI
https://research.hhs.se/esploro/outputs/journalArticle/Driving-sustainability-in-emerging-markets-The/991001530699506056URI

http://creativecommons.org/licenses/by/4.0/
This paper focuses on the different activities that multinational enterprises (MNEs) can develop to promote sustainability through a market-driving process that shapes market conditions and influences critical stakeholders. Our focus is on interactions with external and internal stakeholders that drive sustainability. Empirically, this study is based on qualitative case studies of two Swedish MNEs that have a relatively long history of assuming responsibility for different sustainability aspects. We have studied how they drive sustainability internally as well as in their relationships with business, social, and political actors in emerging markets. The empirical material consists of interviews and secondary data, such as sustainability reports. We contribute to the literature by discussing how a market-driving sustainability process can be implemented – each step involving a set of critical, supporting activities. For managers, it is crucial to understand and continuously manage these steps. A conceptual model is presented that suggests four critical steps. We also make an important empirical contribution to the literature by providing unique insights from the activities and sustainability strategies of two well-known MNEs.

Melén Hånell, SaraHandelshögskolan i Stockholm,Mälardalen University,Stockholm School of Economics,Mälardalens universitet,Industriell ekonomi och organisation,School of Economics and Management, Lund University, Lund, Sweden(Swepub:hhs)1124@hhs.se (author)
MarknadsföringFöretagsekonomiska institutionen (creator_code:org_t)

In:Industrial Marketing Management: Elsevier Inc.114, s. 211-2250019-85011873-2062

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

By the university: Mälardalen University; Lund University; Stockholm School of Economics

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