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Image differentiation with corporate environmental responsibility
Author(s) -
Heikkurinen Pasi
Publication year - 2010
Publication title -
corporate social responsibility and environmental management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.519
H-Index - 73
eISSN - 1535-3966
pISSN - 1535-3958
DOI - 10.1002/csr.225
Subject(s) - competitor analysis , business , stakeholder , reputation , marketing , corporate social responsibility , loyalty , competitive advantage , industrial organization , public relations , social science , sociology , political science
This paper analyzes strategic implications of corporate responsibility (CR) and in particular how a firm can differentiate with an environmentally responsible image. A single case study was conducted in the Nordic hospitality industry with semi‐structured interviews as the main data collection method. By adopting an environmentally responsible identity through shared values with the firm's key stakeholders, the firm can reflect an environmentally responsible image. This image can enhance the firm's strategic position through internal and external differentiators from competitors – as the firm becomes a more preferred employer, partner and supplier, it results in enhanced employee motivation, cost savings, better reputation, and greater guest loyalty. The amount of CR depends on the micro/meso/macro/global‐level drivers, and competitive aims of the firm. The emphasis on stakeholder communication becomes greater as the firm increases its CR‐aggressiveness. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.