Sustainability as corporate culture of a brand for superior performance |
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| Authors: | Suraksha Gupta V. Kumar |
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| Affiliation: | 1. Centre for Research in Marketing, Brunel Business School, Brunel University, Uxbridge, UK;2. Center for Excellence in Brand & Customer Management, J. Mack Robinson College of Business, Georgia State University, Atlanta, GA, USA;1. Department of Economics and Business Administration, Julius Maximilians University, Stephanstr. 1, 97070 Wuerzburg, Germany;2. Bureau d’Economie Théorique et Appliquée, Université de Strasbourg, 61 av. de la Fôret Noire, 68000 Strasbourg, Germany;1. School of Accounting, Nanjing University of Finance & Economics, China;2. Lally School of Management, Rensselaer Polytechnic Institute, USA;1. Hongik University, Republic of Korea;2. Ludwig-Maximilians-Universität München, Germany;3. Yonsei University, Republic of Korea;1. Florida State University, Dedman School of Hospitality, B4113 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;2. Florida State University, Dedman School of Hospitality, B4114 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;3. Michigan State University, The School of Hospitality Business, 645N Shaw Lane, Room 241, East Lansing, MI 48824, United States;1. Technical University in Zvolen, Faculty of Wood Sciences and Technology;2. Matej Bel University, Slovakia, The Faculty of Economics, Banská Bystrica, Slovakia |
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| Abstract: | Sustainability research highlights new challenges and opportunities for businesses. This paper reviews the literature to understand the ability of sustainable green initiatives when practiced as a corporate culture to individually create new opportunities for operations, management and marketing. According to current research, business opportunities exclusively available to different functions of a firm can drive its performance. The role of marketing in the achievement of superior performance by virtue of sustainability practices is also explained by the existing literature. Branding literature, however, fails to explain the influence of a brand on sustainability-driven opportunities available to a firm for superior performance. The objective of this study is to explore if a brand can strengthen the ability of sustainability-based green initiatives of managers to drive opportunities available to a firm for superior performance. A conceptual framework grounded in the triple bottom line theory is presented based on the assumption that brand as a stimulating factor can accelerate the conversion of opportunities available to a business into superior performance. Academic and managerial perspectives have been used to draw upon the implications of the model. Both practitioners and academic researchers will benefit from future research on this topic. |
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