Connecting Corporate Identity and Corporate Sustainability Strategies: Insights from the Retail Industry

C. Simões; Roberta Sebastiani

Connecting Corporate Identity and Corporate Sustainability Strategies: Insights from the Retail Industry

C. Simões
, Roberta Sebastiani^*

^*Corresponding author

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

This investigation brings two main theoretical insights into how organizations can bridge CS and CI and articulate them at strategic and instrumental levels. Firstly it focuses on the understanding of how CS may be part of CI. At the strategic level, CS is embedded and is usually part of the definition of CI. The way this bridge is established sets the differentiation of the company’s business model and way of doing things. Secondly, CI’s dimensions through their management allow for the implementation of the organization’s ethos. Companies embed CS strategies in the CI management, conveying main supporting guidelines. There are patterns on the way organizations bridge both concepts and those patterns are distinct depending on the stage of the development of the CS strategy and its implementation.

Original language	English
Title of host publication	What Happens in Marketing, Stays Digital: Rethinking Marketing in the Era of Unlimited Data
Pages	145-166
Number of pages	22
Publication status	Published - 2016
Event	Winter Marketing Academic Conference 2016 - Las Vegas Duration: 26 Feb 2016 → 28 Feb 2016

Conference

Conference	Winter Marketing Academic Conference 2016
City	Las Vegas
Period	26/2/16 → 28/2/16

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Corporate identity
Corporate sustainability

Cite this

@inproceedings{3bfcdeded0be4f73af4f0afb0d348f1f,

title = "Connecting Corporate Identity and Corporate Sustainability Strategies: Insights from the Retail Industry",

abstract = "This investigation brings two main theoretical insights into how organizations can bridge CS and CI and articulate them at strategic and instrumental levels. Firstly it focuses on the understanding of how CS may be part of CI. At the strategic level, CS is embedded and is usually part of the definition of CI. The way this bridge is established sets the differentiation of the company{\textquoteright}s business model and way of doing things. Secondly, CI{\textquoteright}s dimensions through their management allow for the implementation of the organization{\textquoteright}s ethos. Companies embed CS strategies in the CI management, conveying main supporting guidelines. There are patterns on the way organizations bridge both concepts and those patterns are distinct depending on the stage of the development of the CS strategy and its implementation.",

keywords = "Corporate identity, Corporate sustainability, Corporate identity, Corporate sustainability",

author = "C. Sim{\~o}es and Roberta Sebastiani",

year = "2016",

language = "English",

isbn = "9781510823679",

pages = "145--166",

booktitle = "What Happens in Marketing, Stays Digital: Rethinking Marketing in the Era of Unlimited Data",

note = "Winter Marketing Academic Conference 2016 ; Conference date: 26-02-2016 Through 28-02-2016",

}

TY - GEN

T1 - Connecting Corporate Identity and Corporate Sustainability Strategies: Insights from the Retail Industry

AU - Simões, C.

AU - Sebastiani, Roberta

PY - 2016

Y1 - 2016

N2 - This investigation brings two main theoretical insights into how organizations can bridge CS and CI and articulate them at strategic and instrumental levels. Firstly it focuses on the understanding of how CS may be part of CI. At the strategic level, CS is embedded and is usually part of the definition of CI. The way this bridge is established sets the differentiation of the company’s business model and way of doing things. Secondly, CI’s dimensions through their management allow for the implementation of the organization’s ethos. Companies embed CS strategies in the CI management, conveying main supporting guidelines. There are patterns on the way organizations bridge both concepts and those patterns are distinct depending on the stage of the development of the CS strategy and its implementation.

AB - This investigation brings two main theoretical insights into how organizations can bridge CS and CI and articulate them at strategic and instrumental levels. Firstly it focuses on the understanding of how CS may be part of CI. At the strategic level, CS is embedded and is usually part of the definition of CI. The way this bridge is established sets the differentiation of the company’s business model and way of doing things. Secondly, CI’s dimensions through their management allow for the implementation of the organization’s ethos. Companies embed CS strategies in the CI management, conveying main supporting guidelines. There are patterns on the way organizations bridge both concepts and those patterns are distinct depending on the stage of the development of the CS strategy and its implementation.

KW - Corporate identity

KW - Corporate sustainability

KW - Corporate identity

KW - Corporate sustainability

UR - http://hdl.handle.net/10807/122030

M3 - Conference contribution

SN - 9781510823679

SP - 145

EP - 166

BT - What Happens in Marketing, Stays Digital: Rethinking Marketing in the Era of Unlimited Data

T2 - Winter Marketing Academic Conference 2016

Y2 - 26 February 2016 through 28 February 2016

ER -

Connecting Corporate Identity and Corporate Sustainability Strategies: Insights from the Retail Industry

Abstract

Conference

UN SDGs

Keywords

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Cite this